- HR ideas…Jeffery Giesener – CEO – SourceMob
In a session I recently attended at a HR conference, a panel discussed how their respective company’s HR email programs have leveraged candidate lifecycle management. The panel focused on three specific areas of their candidate email programs: acquisition, triggered messaging and re-engagement campaigns.
Candidate Acquisition Campaigns
It’s been proven in numerous studies that email addresses are worth money to Talent Acquisition Pros. With this in mind, on your Career Page you should consider dedicating space in the upper left-hand corner for an email sign-up for your candidates to receive specific career alerts. You will quickly see the payoff with candidate signups everyday. The lesson here: Be willing to test everything (in this case, pop-ups). The results will surprise you.
Candidates who signed up for the email program should be immediately enrolled in a “classic” welcome series campaign. The result will be more applies. A post apply email should also be sent to candidates and it will produce positive HR brand engagement as well.
Candidate Triggered Emails
You should consider launching a candidate triggered email program around two events — when a job requisition is newly opened and when candidates abandon your Applicant Tracking System (ATS). To say focusing on these separate events would increase your apply success would be an understatement. Try it and see for yourself.
For the candidate abandoned ATS campaign, the first step in the process is to know your ATS abandonment rate. Make sure your ATS Company is providing you these metrics on each of your application pages. Don’t let them duck and weave with these metrics. They are key to your apply success.
Once you have this data analyzed (by testing), test how long you should wait after the triggered event (abandoned cart) before sending the candidate a “why did you not complete your application?” email. Accept the comments and, as an aside, you will be amazed by the comments you receive. Acknowledge these comments with candidate engagement. It will be worth your efforts and time.
By testing wait time, companies saw that sending an email one hour after an abandoned ATS application produced the highest click through rate, but waiting six hours yielded the highest apply rate. So consider splitting the difference and sending your abandoned ATS application email campaigns three hours after the event. The point here is you have to test timing for yourself.
Here are three best practices when implementing an abandoned ATS email program:
1. Leverage your ATS data for maximum campaign return on investment.
2. Optimize campaign timing by testing.
3. Manage content assets for the best user experience.
Candidate Re-Engagement Tactics
How many candidates do you have in your ATS and/or Talent Communities? When and what have you communicated to them? When launching a re-engagement email campaign, a company counted 16,000 inactive candidate subscribers. The company sent a series of three career branded emails to all inactive subscribers on a quarterly basis. The results were very impressive, turning many subscribers into new applies.
* Know your acquisition and attrition rates, then experiment.
* Get a “welcome” series up and running.
* Know your abandonment rate.
* Leverage data and determine your Key Performance Indexes (KPI).
* Test and optimize the timing of your triggered messages.
* Segment your list by audience and engagement.
* Test different communications by engagement level and audience.
I’d recommend that we set up a time over the phone where we can get to know your specific social, web and mobile Talent Acquisition objectives. With that understanding we can begin to design a social and mobile HR Marketing Campaign program that will fit your company’s unique situation and strategy.
To learn more simply ring me up at 952-417-6955 or email me at firstname.lastname@example.org or check out our Webinar this week.
Save the date February 26th at 12:00 CST for this fantastic educational Webinar —
LinkedIn Black Belt Social Recruiting Tips
Seating is Limited! Early Bird Tickets will be sold at $29.
You will learn how to optimize your Profile and find more candidates in this jam-packed Webinar of recruiting tips you can use today!
Click this link to register:
Once you register you will receive a payment email.
Regular ticket price is $50 day of the event
- Rebuilding Your Recruiting LinkedIn Profile
- Expanding Your Connections
- Using Advanced Search
- Leveraging LinkedIn Groups
- Finding Your Ideal Candidates
Join SourceMob’s Jeffery Giesener, CEO and Nancy Ritzman, VP of Sales, to learn how to make LinkedIn work for your recruiting efforts. Sharing lots of tips, they will show how to deliver more top Passive and Active candidates to your organization.
We are not affiliated with LinkedIn nor do we sell LinkedIn solutions. However, we are experts on using social and mobile media to help Recruiters source candidates for tough-to-fill positions at a lower recruiting cost.
ABOUT SOURCEMOB: SourceMob links Internet, social, talent community and mobile recruiting solutions to help talent acquisition professionals recruit the very best candidates for tough-to-fill positions. SourceMob software distributes job content and conversations providing a job posting springboard to over 3.5 million candidate profiles on Facebook, LinkedIn, Twitter, Google+ and all of the major search engines. Our solutions also enable Mobile Quick Apply and candidate application management services to create efficiencies and lower recruiting costs.
Looking forward to hearing from you,
Looking forward to hearing from you…