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How to Recruit Top Talent Using an Inbound Framework



How to Recruit Top Talent Using an Inbound Framework

Inbound marketing is all about building a relationship with prospects before they make a purchase. So what is inbound recruitment?

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Like inbound marketing, inbound recruitment relies on attracting candidates with blog posts, social media, videos, and webinars. Potential future employees can learn about your brand from this content before a position even opens.

Once there’s a job that’s a good fit, engaged candidates that already know about your company apply for positions. Find out how this recruiting strategy combines the best marketing principles and recruiting methods to help attract top talent.

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What is inbound recruitment?

Inbound recruiting is a mix of recruitment marketing and employer branding. The methodology involves building your employer’s brand to boost its appeal to potential applicants.

This type of recruiting helps increase your chances of attracting top job seekers to your organization while increasing the number of applications.

Inbound recruiting involves four critical steps:

Companies like Beamery have already been using the process to attract the right talent, enhance the candidate’s experience, and promote the brand.

Inbound Recruiting vs. Outbound Recruiting

Inbound and outbound recruiting are typically used together when companies search for talent. These two methodologies offer distinct approaches that go hand-in-hand. Here are the big differences you need to know.

Different Candidate Journey Stages

Inbound recruiting is a passive approach that relies on talent finding your business or an open position. The methodology prioritizes employer branding, and recruitment marketing efforts in hopes talent will apply for vacancies.

The stages of the candidate journey are awareness, consideration, and interest.

Outbound recruiting is a proactive approach to talent acquisition. Instead of waiting for candidates to find you, you go out and find them. The goal is to find talent, jump into the application stage, and offer a job.


Inbound recruiting is a long-term solution that will help advance your hiring strategy.

This strategy aims to create an employer brand that grows a pool of talented applicants. While inbound recruiting requires time, the quality and cost of hiring improve dramatically.

Outbound recruiting is a short-term hiring resolution because you only need it when the need arises. The strategy makes it easy and fast to bring in a new hire.

Perspective on Pain Points

Inbound marketing helps customers figure out their pain points by reading relevant content.

Some recruitment pain points include a bad cultural fit or a lower-than-desired salary. Candidates discover a pain point by reading your blog, employee testimonials, and company news.

Outbound recruiting allows the recruiter to find a candidate that might be a good fit. The recruiter then calls the candidates to find out if there’s a pain point. Unfortunately, most candidates don’t know if they have a pain point or won’t admit to one.

The Benefits of Inbound Recruiting

 Inbound Recruiting Benefits. There’s less upfront effort. You can access a wide talent pool.  Effects are lasting. You’ll have a wide range of communication channels.

Both recruitment approaches are different, but one offers specific benefits for the recruiter or hiring manager.

LinkedIn research shows that a massive 70% of the workforceis passively looking for a job, while only 30% are active. Therefore, your success as a recruiter depends on bringing in passive talent.

Here are more reasons inbound recruiting is an excellent choice.

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There’s less upfront effort.

Using the inbound recruiting framework means you don’t spend many hours communicating with each candidate. You also do not require strong scouting skills.

However, an inbound framework requires some investment. This is especially true if you’re engaged in a long-term campaign. You must develop and improve brand messaging, place ads, and create an online application platform.

You can access a wide talent pool.

Inbound recruiting allows you to sample a larger pool of candidates. Well-known brands attract hundreds, if not thousands, of people interested in working for them.

Adopting an inbound framework gives you a wide range to choose from and more opportunities to find the ideal employee.

Effects are lasting.

Setting up your inbound recruiting strategy will bring you candidates for as long as it’s running. The long-term nature of this strategy means you have new people always coming in.

Many people will be interested and ready to work whenever you have an open position. You don’t have to start from scratch when a position opens up.

You’ll have a wide range of communication channels.

Social networks are a vital resource for potential candidates. You can find people who know your business through what they share, and you can track their profiles as well.

An inbound recruiting strategy efficiently uses channels such as Twitter, Instagram, Facebook, and LinkedIn. These platforms can help you segment the audience, creating a satisfactory experience for candidates and your company.

How to Get Started With Inbound Recruiting

Creating a repeatable inbound recruiting strategy includes understanding your ideal employees and increasing brand awareness and conversion opportunities.

Here’s a step-by-step guide to getting started today.

1. Create candidate personas.

Buyer personas are an integral targeted marketing strategy. A buyer persona gives you a picture of the ideal client, so you have the information required to create an effective plan.

You also need to do the same when recruiting talent. Know who you want when there’s an opening. The persona looks into what the hire will look like beyond the job title and description.

Next, develop ways to attract your ideal employee and the content they might find useful. So, how do you do this?

Here’s a simple formula that can help create your ideal candidate persona.

  • Review the current processes.Confirm if you’re attracting quality talent, how you connect with relevant candidates, and the social media platform you use.
  • Define the company culture. How are you helping employees succeed? What skills are valuable to you? What personal traits are critical? A survey of employees and other stakeholders in the hiring process can help you get this information.
  • Create a personal narrative.Use your new company culture script to create the ideal candidate’s persona. Each new role requires a different persona, but all have some common traits.
  • Create content relevant to the persona. It’s time to consider each persona’s unique requirements, values, and challenges to find the content type that’s best for them.
  • Share the content. Look for forums where your persona hangs out and share new content. The platform depends on what you are looking for, from Instagram to online programming forums.

Candidate-specific content provides an inside look at your business, its culture, and its mission to attract high-quality leads to your site.

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2. Prospect and fill the funnel.

The modern sales team depends on the steady stream of leads from the marketing department. The relationship is a foundation for online businesses generating customers and revenues.

Your sales team requires an influx of leads, and the marketers fill the funnel’s top with interested people. However, the pipeline is also an effective tool for effective recruiting.

Modern candidates are interested in where they apply. Your job is to attract them and make them interested in learning more about your brand. Start a relationship with each candidate who hasn’t applied to build a pipeline that offers the same predictability as sales.

For example, you can invite candidates to a scheduled Google Hangout with your team members. For example, one company hosts a monthly Google Hangout of engineering candidates and the head of engineering.

Candidates can ask questions within the 30 minutes and get insights into what it means to work with the company. They also feel like they are getting special treatment. The strategy has worked to increase application rates and talent quality.

3. Have opportunities for micro-conversions.

Many people coming to the career page on your website are not ready to apply — at least not yet. Applying for a position is an enormous investment. Some candidates want to know about your organization and learn about opportunities relevant to them.

Make sure the information is ready and available for consumption. Consider presenting related blog content, providing opportunities to sign-up for the latest info on future openings, and pointing prospects to more company resources.

A good example is the Lockheed Martin Talent Network. The parent company is a global security, aerospace, defense, and advanced technologies player.

Their talent network offers candidates a chance to join their community — even when they’re not ready to apply.

With the portal, Lockheed Martin has access to an extensive talent pool. Potential candidates submit their contact information, areas of interest, and desired geographic location. This strategy allows the company to pick the right prospects for positions.

4. Turn leads into applicants.

Once you have captured the candidates’ contact information, you need to sell your organization to them and convince them to apply.

Email marketing is 40 to 45 times more effective than Twitter and Facebook, making it an effective tool for customer acquisition.

Timing your email right is ideal for nurturing new hire leads. Use emails to keep candidates updated on new opportunities that match their skills, relevant events, and important company news.

However, make sure you have targeted communication. For instance, sales candidates should get updates about the sales department.

Here are some effective message examples that will work.

  • Share newsworthy information. Let your customers know when your company appears on the news or releases a new product. After all, the best talent wants to work at an organization perceived as a success.
  • Share your company culture. An appealing company culture is a motivating factor for many candidates and one of the biggest reasons to want to apply. Many prospects see your culture and brand as a critical consideration.

So, top talent considers nurturing emails more valuable than providing a bunch of job links.

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5. Optimize and iterate your efforts.

Test multiple ways to connect, and experiment with diverse career page designs to attract top talent. The process requires leaning on marketing software or Google Analyticsto track how prospects find your content.

For instance, LinkedIn makes it easy to dig into the data and see if candidates click through to your website and convert into new leads or applicants. Use an analytics platform to see which content is more effective at turning your prospects into applicants.

Use the information to improve on your less effective content for better results. Also, ask applicants how they found your company and why they apply. Get this information through a short application form or during the first interview.

The key to optimizing your inbound recruiting strategy is identifying a repeatable model. When you find content types that help you connect with talented prospects, produce more of it.

Getting Started with Inbound Recruitment. Create candidate personas. Prospect and fill the funnel. Have opportunities for micro-conversions. Turn leads into applicants. Optimize and iterate your efforts.

Inbound Recruiting Best Practices

Fortunately, there are things you can do to make your inbound recruiting strategy more effective.

Monitor performance of job postings.

Most job hunters use Google to search for open positions, but only 0.78% of them click on the second page of results. So, you must follow SEO and Search Engine Marketing (SEM) best practices to appear on the first page.

Quality candidates will not see your posts if you are not showing up. An applicant tracking system can monitor the total job seeker views to help improve your SEO and SEM tactics.

Be patient.

Building a strong recruitment network takes years. It will take time for your business to create a site that attracts quality candidates.

Creating and dumping a lot of content on the internet in one day does not mean candidates will roll in the next. Quality content takes time to build and bring in talent.

Make the application simple.

Application abandonment is a major undetected leak when recruiting, but many companies ignore it. Your application process should be a tool, not an obstacle. You must know where in the process candidates abandon applying.

Some automated applicant tracking systems have built-in abandonment reports that will help you identify the problem. Other niche applications allow companies to track a candidate’s experience. Remove the issue immediately, so it doesn’t trip future applicants.

Create a strong social media presence.

Some candidates never consult Google when looking for information about a business. Instead, they will turn to social media platforms like LinkedIn, Facebook, or TikTok.

However, each platform attracts different prospects. TikTok is a good place for entry-level positions, while LinkedIn and Facebook are attractive to more experienced talent. Therefore, consider employing a multi-channel strategy.

Ready to Recruit Top Talent?

Your inbound recruiting strategy is your company’s direct reflection of its culture, so tell an authentic story about what is happening behind the scenes. The strategy gives you access to many candidates and attracts people who may ignore the recruiter’s call.

The inbound framework isn’t much different from what you use to attract clients. Translate marketing tactics to bring in top talent.

Start with engaging content and personalized content to build a pool of quality candidates today and become the most attractive employer brand on the market.

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B2B SEO in 2023: What’s New and How to Adapt Your Strategy for Success



B2B SEO in 2023: What's New and How to Adapt Your Strategy for Success

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

In the fast-paced digital landscape of 2023, having a strong online presence is crucial for B2B companies to drive traffic, generate leads, and stay competitive. SEO is pivotal in achieving these goals. This blog post (and its accompanying comprehensive guide) aims to provide B2B marketers, SEO specialists, and business owners with the knowledge and tools necessary to create a successful B2B SEO strategy in 2023. From understanding the latest trends and challenges to implementing effective keyword research, on-page optimization, backlink building, result analysis, and staying up-to-date with SEO trends, let’s discuss what actually “moves the needle” in B2B SEO.

Understand the B2B SEO landscape in 2023

The SEO landscape is constantly evolving, driven by updates to search engine algorithms, changes in user behavior, and the increasing influence of voice search and AI. To create an effective B2B SEO strategy, staying informed about the latest trends is essential. Some key trends in 2023 include:

Mobile-first indexing

With the majority of internet users accessing websites through mobile devices, search engines like Google prioritize mobile-friendly websites in their rankings. This was rolled out years ago, but it is the case across all industries. The B2B industry usually does have a slightly larger audience that views content and websites on desktops (due to the target audience usually being at work when they are researching companies or vendors). However, many still do check their email, conduct research, and view websites on their phones and tablets just as often.

Voice search optimization

As voice search is still widely used with smart devices and now some vehicles (such as Toyota’s new operating system for their lineup, which allows drivers and passengers to look up questions, businesses, and other information from their vehicle’s infotainment system), B2B companies need to optimize their content for voice queries. This involves incorporating natural language, long-tail keywords, and structured data markup to increase visibility in voice search results.

AI in search and marketing

ChatGPT has blossomed in popularity over the last year, reaching a new record for the fastest-growing user base in February 2023, according to Reuters. It now has over 1.16 billion users, according to DemandSage. OpenAI, the owners of ChatGPT, are said to be rolling out a business/enterprise level for organizations who want to make ChatGPT’s offerings available to employees via an encrypted platform (so they can share proprietary information that remains secure), and Microsoft plans to use its technology to let enterprise organizations “create their own” ChatGPT so information stays secure.

Additionally, Google announced at Google I/O in May 2023 that it plans on adding more AI experiences in user’s search journey on Google. This is likely the biggest development with search engine results pages (SERP) changes we’ve seen in a while.

User experience and core web vitals

Search engines increasingly focus on user experience metrics, such as page load speed, mobile responsiveness, and interactivity. Optimizing these factors improves both search rankings and user satisfaction. In 2023 and beyond, a user is much more likely to exit out of a slow page load experience within seconds, figuring they will just find the information they need elsewhere.

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Continuous Google algorithm updates

Luckily for those in the SEO industry, Google has started announcing some of their bigger algorithm changes and updates, including when they are going to be taking place. To stay updated with Google changes, be sure to bookmark our Google Algorithm Update History page.

SEO, no matter the industry, is always evolving, so it’s important to regularly read SEO publications (like the Moz Blog), learn from subject matter experts in the space, and continue to stay on top of updates so your strategy can pivot accordingly

Conduct keyword research

Keyword research forms the foundation of a successful B2B SEO strategy. It involves identifying the keywords and phrases potential customers use to find products or services in your industry. To conduct effective B2B keyword research in 2023, consider the following steps:

Understand your target audience

Develop buyer personas and identify their pain points, needs, and search intent. This insight helps you choose keywords that align with your audience’s interests. It’s important to pay attention to the “curse of knowledge” and don’t assume your audience has the same level of knowledge about your product that you do. Just because you know how your products work (or that they even exist) doesn’t mean that your audience does. This is a unique opportunity for SEOs to identify the operating knowledge of their target audience so they can best produce content that answers their search queries.

Utilize keyword research tools

Tools like Moz Keyword Explorer provide valuable data on search volume, keyword difficulty, and related keywords. Leverage these tools to identify high-potential keywords. It’s also important to look at your own data in Google Search Console or Google Analytics 4 (GA4). Today’s keyword research is becoming more and more accurate when compared to search engines, and these are all invaluable tools forSEO and keyword-related research.

Focus on long-tail keywords

Long-tail keywords are longer and more specific search queries that tend to have lower competition. Targeting these keywords can help you reach niche audiences and generate high-quality leads. Most B2B product offerings serve a niche purpose, so try to go after keywords that explain the problem or solution of your product or service instead of its name.

For instance, if your company was an “iPaaS” (integration platform as a service), going after keywords around integration, data architecture, and application integration would likely get more traction than repeatedly building content around the term “iPaaS”.

In order to complete effective keyword research, you have to know where to start. Better target audience identification, high-quality tools, and a focus on keywords that users are actually searching for (which are usually problem- or solution-oriented) can help B2B SEOs get the right phrases they need to bring in more users and potential leads.

Optimize on-page content

On-page optimization involves making your website and its pages search engine-friendly. Here are some best practices to optimize your on-page content:

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Meta title tags

Craft compelling, concise, and keyword-rich title tags and meta to briefly describe your page’s content and entice users to click within 70 characters. The advice on whether or not to include your business name in a meta title tag still isn’t concrete, but if you have the character space, include it at the end after a pipe: |.

Meta descriptions

It’s best practice to write compelling meta descriptions, because that first paragraph on your page not only tells the reader what your content is about, search engines also pull it into the search snippet in a SERP. It is known that Google frequently rewrites meta descriptions, but it’s still worthwhile to spend about 180 characters describing the page so search engines, and search engine users have a good idea of what it’s about.

Header tags

Use header tags (H1, H2, H3, etc.) to structure your content logically and improve readability. Include relevant keywords in your headers to signal the topic of each section. This can also serve as a table of contents if your blog article formatting allows it, improving readability for longer pieces of content (usually over 2000 words). Header tags also get pulled into the SERP and can be used in SERP features such as the ‘People Also Ask’ feature, if they are used in a question-answer format.

Image optimization

Optimize images by compressing their file sizes (for a better page load experience), using descriptive file names, and adding alt text that includes relevant keywords. This helps search engines understand and index your visual content. It also helps make images more accessible to users with visual impairments.

Site architecture

Good site architecture is essential for SEO success because it helps search engines and users find your website pages easier. By doing this, effective site architecture improves user experience, facilitates efficient crawling and indexing by search engines, distributes page authority effectively, and contributes to website speed and performance.

Meta titles and descriptions, headers, and site architecture may seem like SEO 101, but they are still valuable cornerstones to properly optimized content that is going to get indexed faster by search engines and have a longer time on-site for users. Google has preached time and time again about always doing what’s best for users and making sure content is fast, findable, and easy to read checks all the boxes.

Build quality backlinks

Backlinks remain a critical factor in B2B SEO, as they signal the credibility and authority of your website. However, it is essential to focus on quality rather than quantity. Consider the following strategies for building quality backlinks:

Create link-worthy content

Produce high-quality, informative content that provides value to your target audience. This increases the likelihood of other websites linking to your content as a valuable resource. Consider running your own research studies for new industry data that others will want to share, or create infographics, white papers, and other guides.

Split content into separate areas (when it makes sense)

This strategy won’t work for everyone, but if you are at a large organization, it might make sense from a site architecture standpoint to separate different types of content.

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For example, Moz has the SEO Learning Center and Blog, and the strategy (and the types of content we produce for each) varies. Many large corporations also have a press mentions section, as well as a media/PR blog, where they release company announcements or press releases.

This helps news outlets and other organizations parse and subscribe to whatever type of content section they’d like. You can see Moz’s “News & Press” page for an example of this type of content area.

When it’s easier for news outlets and others to find your company announcements, they are much more likely to find and link to them more quickly and easily. It’s all about getting users the information they need quickly.


If your executive leadership team agrees to it, working with other organizations that cater to your same target audience but aren’t competitors can be a great way to get more exposure (and traffic) to your brand. Partnerships can entail sending a dedicated email about the other brand to your email list (and they do the same), or collaborating on a promotion through other marketing channels (such as blog posts, white papers, or videos) to get more leads and engagement.

Many organizations still buy backlinks, but in my experience, this is a risky and low ROI strategy. Companies that offer this can’t promise backlinks from high-quality places, and the ones that do may be using nefarious tactics (such as not fully disclosing links in the content they are sharing with the other website to get a link). It’s usually best to think of link building as an inbound strategy, rather than outbound.

Partnerships can be fruitful, but it takes it a lot of planning to make them reputable and pay off for both sides of the deal.

The end game: Optimization to drive results

From on-page optimization to working on your backlink strategy, SEO is truly a sum of its parts: it’s only as good as each component. To see where you’re making the most headway, all of the above efforts need to be tracked properly with accurate revenue attribution so you can see where SEO is moving the needle for your B2B organization. To learn more about measuring and analyzing results, visit the measuring success chapter in Moz’s ‘Beginner’s Guide to SEO’ and learn more about measuring organic search traffic quality from Adriana Stein.

Once you have a good understanding of where SEO is making the most impact, you can choose what to prioritize in upcoming quarters and long-term future planning. This can help your B2B SEO efforts compound over time, as most parts of SEO utilize one another to work more effectively. For example, a better site architecture and experience will likely lead to more users linking to your content. Make sure you have a well-rounded program to ensure better results over time.

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MARKETING vs What’s the Difference?


on vs What’s the Difference?

WordPress is one of the best website-building tools available, but it can be tricky to figure out how to use it for your purposes best. One of the most confusing parts of using this tool is deciding between vs vs image shows a laptop with gears on the screen and a tab button


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What Apple’s Vision Pro means for AR and VR marketing



What Apple’s Vision Pro means for AR and VR marketing

Apple’s Vision Pro. Image: Apple.

This week Apple announced the Vision Pro headset, available early next year. Here’s what we know so far about the device and what this means for marketers experimenting with AR and VR engagement.

“Spatial computing” and AR. The use cases demoed at Apple’s Worldwide Developers Conference (WWDC) show augmented reality (AR) experiences where users interface with a digital layer on top of their real-world environment.

What this means practically is that users will be able to select and run apps from menus they see floating in their living room, office or other real-world environment. They’ll use voice commands, subtle hand gestures and eye movements to manipulate these objects and apps.

VR. Users will also be able to select virtual environments and adjust how much of their display is taken up by those environments. This means that Vision Pro users will also have the capability to plug into full VR experiences should they so choose.

Media. Vision Pro users will be able to watch movies and other streaming content. The improvement with the Vision Pro over TV screens is that these shows can take up a user’s full field of vision on their headset display. Content made or adapted for this system can also take advantage of the Vision Pro’s “spatial audio” sound, which promises to make it feel like sounds are coming naturally from the environment around the user.

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Why we care. Apple has held off on getting into the AR/VR space while Meta struggled over the last two years to get headsets and the “metaverse” to seem cool and get widely adopted. Marketers remember the watershed moment when Apple’s iPhone spawned the mobile marketing ecosystem, and therefore there’s good reason to wait until Apple throws their hat in the ring.

It’s also worth noting that many AR experiences already exist using smartphone apps. The Vision Pro will make AR wearable, and if done right, will make these experiences more intuitive with natural eye moments and hand gestures.

Dig deeper: What marketers need to know about the metaverse, Web 3.0 and NFTs.

Price point. The Vision Pro is priced at $3,499. To give some perspective, that’s about half the current price of Apple’s newest Mac Pro. Back in 1984, the first Macintosh started at $2,495, which is over $7,000 in 2023 dollars.

Consumers who buy the Vision Pro will be spending three times more than what an iPhone costs. Businesses that want to equip their employees with Vision Pros will have to invest sizable budgets on par with new laptops or other significant hardware upgrades.

Consumer and B2B adoption. Being able to watch popular shows might be a gateway for consumers to adopt the new device and begin to explore AR and VR applications. Another adoption strategy is for people who use VR at work to bring the devices home. This explains Meta’s push for using their Meta Quest Pro headset for videoconferencing and other business uses.

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Apple’s WWDC presentation showed how the Vision Pro uses machine learning to create a lifelike 3D model of a user’s face so that users can videoconference without their headsets being seen. This might be a more acceptable alternative to virtual meetings using cartoony avatars.

“Businesses are at a point where they want to get started with VR technology,” said Rolf Illenberger, CEO of enterprise VR platform VRdirect. “People in the office are asking about it. What’s missing is a general decision about which ecosystem to use.”

The Vision Pro inaugurates a new operating system, visionOS and a new Vision app store, where users will be able to access an anticipated flood of AR and VR apps.

AR and VR in marketing. Businesses in a number of verticals are adopting or considering VR for training and safety initiatives, Illenberger said. Widespread adoption for more general uses like virtual meetings is still several years away.

AR will likely be the first channel to get enough users to be of interest to marketers.

“There is a logical progression from AR marketing to VR marketing,” said Darwin Liu, founder and CEO of ecommerce services company X Agency. ”One needs to take off before the other one can. I expect AR marketing to really take off in the next 2-4 years and VR marketing to become important in 4-7 years.”

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When enough customers are using a specific VR ecosystem, it will be important for brands to create a presence within it. This is still a far cry from an interoperable “metaverse” where users can jump from space to space seamlessly and bring digital assets with them to spend on merchandise wherever they want to. The customers that use visionOS will be within Apple’s walled garden. The price to reach them will likely be a steep one.

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