This series is a partnership with Glassdoor for Employers covering the key elements and examples of nurture in a recruitment marketing strategy, inspired by our eBook: Nurturing Candidates from Attraction to Hire: A Guide to the Ultimate Candidate Experience. Read Part 1 on the Glassdoor for Employers blog here.
What is a Talent Network?
A talent network is a database of interested leads who opt in to receive communications from you by providing their email address and other basic information in order to learn more about your jobs, projects, events and other career-related information without applying. On average, 60% of candidates that start the application process fail to complete it (Source: SmashFly Platform Data, 2015)―a huge missed opportunity! But with a talent network form, you can capture their info before they drop off. Talent networks help you to:
Build a pipeline of interested leads separate from applicants: A talent network form allows you to capture interested leads who aren’t yet ready to apply, so you can build your own database of talent to have at your fingertips to source for jobs tomorrow, next month or even next year.
Nurture leads with targeted communications: A talent network allows ongoing communication through email or SMS to interested leads. Plus, with a Recruitment Marketing Platform, you can track clicks and engagements to better personalize the content and jobs you send.
Strengthen your candidate profiles: A talent network form can provide customized data fields so you can learn more about candidate interests and skills that funnel right into your Recruitment Marketing Platform.
27% of the Fortune 500 allow candidates to join their talent network without applying, and the number is expected to grow (Source: SmashFly 2015 Fortune 500 Recruitment Marketing Report Card, 2015). Start building pipelines of interested leads to gain a big competitive advantage!
Through sourcing passive talent, attracting them to your employer brand and engaging them to opt in to your talent network, you’ll effectively build a database of targeted and warm leads that want to hear from your organization. But how and what do we communicate to these leads? That’s where nurture comes in, and what drives leads to convert into applicants and ultimately great hires.
What Does Nurture Mean in Talent Acquisition?
What is nurture? Simply, nurture is communicating to the right candidate with the right message at the right time. Nurture is what, how and when you will communicate with your talent network in order to keep candidate leads warm and grow their interest in your organization so they may eventually apply or opt out if they determine they’re not a cultural fit.
When does nurture start? You’re using sourcing, social media, job ads, career site and more in the Awareness stage to find and attract target leads―but if they don’t apply, they haven’t opted in to any communication with you. This is why talent networks are so important. Nurture starts when a candidate opts-in to your talent network or is sourced by your team and gives you permission to communicate with them during the next several stages of the candidate journey: Consideration, Interest and Application. Their opt-in enables you to nurture them before they ever become an applicant and continues after they apply through Selection and Hire—or if not hired, to keep them engaged so they may apply again or refer another candidate.
Candidates move through stages of their decision making process similar to how a consumer moves through a buyer’s journey. We frame the Candidate Journey like this: Awareness, Consideration, Interest, Application, Selection, Hire.
What is the goal? Nurture will help you to:
- Target and personalize your messaging to interested leads based on information they give you and their actions with your content.
- Drive leads through the candidate journey, from awareness to application.
- Find the right candidates for the right opportunity without sourcing from scratch.
Stay tuned for the next post in the Nurture series next week on 4 answers to big questions about creating and sustaining a talent network. Download the eBook, Nurturing Candidates from Attraction to Hire: A Guide to the Ultimate Candidate Experience, from SmashFly + Glassdoor here.