October 8, 2015 | Emily Winsauer

How We Use HubSpot to Hire the Best Employees

Hiring great employees is hard, guys.

The logistics are challenging and the extra drain on your time can be rough, particularly if you're replacing someone who has already left. But the really difficult part is identifying candidates who are not only capable, but who will be a natural fit for your company culture.

Whatever the job, there are a lot of people out there who can do it. If you want to keep the people you spend so much time hiring, they need to be happy with the bunch of weirdos currently residing in your office.

My capacity was already maxed out when we started the search for our new content team members (hence the hiring), but until the final stage, I was solely responsible for the process. That’s where HubSpot came in. As it turns out, attracting ideal job candidates is a whole lot like courting leads.

Here are a few HubSpot tools and tricks that I used to find the epic duo of Katie Friedman and Rachel Vaughn.

1. Optimize the Application Page

Obviously, HubSpot landing pages have lots of benefits over basic forms, and you can also place nice trackable CTAs leading to the landing page anywhere you want on your website and beyond.

Using landing page tracking, you can learn things like the breakdown of where your applicants came from, down to the individual tracking link. That’s how I discovered, for example, that 7 of our 70 applicants came from Facebook and one Rachel Vaughn finally applied after Googling "vieo design" to find the listing again.

But the best thing about using HubSpot landing pages for your job applications is the form options. You have so much flexibility, not only with how you ask your questions, but how they feed into your content properties. Still, the most important part of the landing page—and the part that helps you attract the right talent—is the content.

In addition to being descriptive and specific, the page content should reflect the spirit of your company, so applicants get a sense of what their work environment will be like. I fully credit that with the success of our search...in fact, I think I'll write a post about it sometime soon.

2. Sort, Label, and Annotate as You Go

One of the first steps is to create a new list just for the job applicants, and populate the list with the people who submit the form. You can then create a workflow to automatically reassign these contacts from your sales team to whomever is managing the hiring process, so they don't gunk up your lead pipeline.

Once the applicants are in a list, you can sort them by any number of different properties (more on that in a bit), helping you zero in on ones who are promising, who have mad social media skills, or whatever.

Depending on the number of applicants, you can simply sort your list by the desired property or create new lists for each major segment (e.g. "Promising," "Not a Good Fit," "First Interview Scheduled"). This helps you refine your applicant pool at each stage of the process and avoid slogging through the whole list every time you want to check on a detail.

3. Watch Everything They Do Like a Total Creep

This one is simple, but I wish I could put the whole paragraph in bold for emphasis.

Once your applicants become contacts, HubSpot pulls in and tracks pretty much everything they do that relates to you (including action from the same IP before they filled out the application). You'll see when they interact with your social media posts, which pages they view on your website, when they open your emails, and much more.

For example, I know that Katie found our job listing at 1:14 am and looked at an impressive 56 pages before she went to sleep. Detail oriented, indeed!

4. Use Workflows to Keep Them On the Hook

Sometimes, the hiring process can drag on a bit, particularly for the applicants who are waiting for information. I certainly remember my days of applying for jobs and not hearing anything back at all.

Don't do that to people. Instead, create an automatic follow-up email confirming receipt of the application and setting expectations for the timeline. If you like, you can also set up a workflow that sends applicants an update after a certain period of time.

If you've chosen to use multiple lists, you can have separate workflows for each, with applicants automatically removed from one when they join another. It's pretty handy if you're a large company with many applicants or positions open. And, of course, you'll also be able to see when they open these emails and how they interact with them.

5. The Best Thing about Hiring with HubSpot: Custom Job Applicant Properties

As I mentioned earlier, you can create your own properties, allowing you to sort job candidates by any parameters you want and control list membership. It doesn't stop there, though; they're also an incredibly useful tool as you review applicant materials.

For my search, I created a group of properties called “Job Applicant Properties” that included:

  • Applicant Status (a drop-down menu with everything from "Not Reviewed" to "Interview Scheduled")
  • Inbound Marketing Experience
  • Writing & Editing Experience
  • Social Media Experience
  • Resume Comments
  • Writing Sample Comments
  • Writing Style & Personality
  • Bonus Points (A text field for miscellaneous observations from materials and interviews)

The possibilities are endless, so I won't try to list them. It's pretty cool, though. Because each person's application form fields can be viewed on the same page as your custom properties, social interactions, return visits to the website, and much more, it's easy to evaluate your candidates with all the information at your fingertips.

6. Use Tracking Links to Find Out Where the Good Applicants Are Coming From

If you're paying to list your jobs on different careers websites or are putting lots of effort into promoting the job on certain social channels, wouldn't you like to know which ones are delivering the goods? Tracking links are an easy way to do that. You can use them to quantify the performance of a channel, a campaign, or even different versions of the same job listing.

The cost of hiring is high any way you slice it. When you add up the hours spent on the search for good candidates, reviewing applications and interviewing, onboarding and training, not to mention the general slowdown other employees experience as the new person is trained and gets comfortable...yikes. That's a lot of incentive to make the decision right the first time, and to avoid the process for as long as is feasible. In my experience, HubSpot is remarkably well-suited to search for the perfect team members.

If you found this helpful, we'd be happy to share more tips...

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Emily Winsauer

Emily Winsauer

As VIEO's content director, Emily Winsauer was responsible for content strategy for VIEO and our clients for over 5 years. She recently moved to Seattle where she's still creating compelling content in her new role.

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