The mark of a good recruitment strategy is a talent pipeline filled with qualified candidates that you can source from at any time. Creating a pool of talent you can turn to — rather than waiting for candidates to come to you — can save you valuable time and money in the long run.
But a talent pipeline can’t be ignored, or it will dry up. Instead, you must actively work to nurture it by keeping candidates engaged from the moment they enter your pipeline until they are hired.
According to CareerBuilder’s Candidate Experience survey, it takes a candidate 65 days from the time they join a talent network until they complete their first application. Candidate re-engagement is critical. Unfortunately, 1 in 3 HR managers don’t’ look at candidates who have applied in the past when recruiting for a new position.
Email campaigns are the easiest way to maintain communication with candidates and keep them engaged with your company — but they need to be executed correctly. To do so, you’ll need the right content delivered to the right people at the right time.
1. Create the right content. Above all else, you need to provide content that is useful to your candidate pool. Don’t waste their time. Each email you send must help candidates further their job searches in some capacity.
It’s helpful to begin by considering where each candidate is in the recruitment process with your company.
- If they have just joined your talent network, introduce them to your company and provide information about why current employees enjoy working there. It’s also helpful to provide a list of upcoming events — such as job fairs — that candidates may be interested in attending.
- If they have started an application, offer tips for applying, a description of your company’s perks and benefits and company updates to increase candidates’ motivation to apply.
- If they have submitted an application, give company updates and news alerts based on the candidates’ locations or job types; the more personalized the information is, the better. It’s also beneficial to send industry news. Staying abreast of trends in hiring — as well as knowing what skills employers like you are looking for — will help keep your talent pipeline competitive.
2. Target the right people. Your candidate pool is not one-size-fits-all, so don’t treat them that way. New technology solutions allow you to segment your talent network even further based on factors such as experience, education, skills and industries. Candidates can grow frustrated by a company that sends them irrelevant information, so make sure you’re personalizing your email content as much as possible.
3. Deliver at the right time. Timing is everything when it comes to email campaigns. You want to send your information at a time when candidates will be the most receptive to opening and engaging with the content you’re providing. Consider adding technology solutions that allow you to track your email open rate by day and time. Learning more about how candidates consume information will help you provide it when they are ready to receive and act on it.
Learn more about how to boost the effectiveness of targeted email campaigns with CareerBuilder Job Boost.