If you’re looking to create broad, static talent pools and send out monthly email ‘hot jobs’ style newsletters with minimal personalisation and tracking and then rely on candidates replying or applying, a recruitment CRM is fine. But if you’re looking for something more sophisticated, a recruitment CRM is unlikely to meet your needs.
Virtually every serious company has invested in having the ability to send job-alert type emails to candidate lists. However, the fact is that whilst ‘batch & blast’ emailing can work well, the world is changing and the email inbox and communication channels are fragmenting like never before. Talent acquisition teams have to deliver their messages in more formats, across more channels, and to multiple devices. And their messages have to be more personalised, more relevant, delivered more frequently, and somehow still make it into the “most important” section of their candidate’s inbox, whatever their channel of preference.
In reality, much of the candidate communication you see today is sloppy and unprofessional. Messages are untargeted and their delivery is ill-timed and poorly formatted. It’s no wonder that for in-demand talent, candidate engagement – the holy grail of recruitment CRM – is falling along with declining open and click rates.
Seven Signs You Need to Graduate From Recruitment CRM
When hiring in-demand talent, you need to use solutions that do more – coordinating via integration with other tools, delivering more dialogues that build relationships and engage candidates, rather than “batch and blast” or “spray and pray”. That’s where marketing automation comes in.
Here are seven signs that show you are ready to graduate from recruitment CRM.
1. Email blasts, not candidate dialogues
Candidates are savvy, particularly those that are in-demand. They don’t want to be blatantly marketed to and they are getting better and better at screening out mass emails. However, they are willing to engage with relevant content and they’re willing to develop relationships with organisations they like and who approach them in the right way. In order to engage them in a productive candidate dialogue, you need what we call “multi-step drip campaigns” to nurture your relationships with candidates patiently over time and move them through their decision-making journey.
The first step in making your email marketing engaging is to map out your campaign workflows, although it’s important to note that the workflows must be adaptable, never static. Also, you should always adjust your email campaigns to the responses and behaviours of your prospective candidates. This is where marketing automation comes in. Without it, you are limited to “batch and blast” email campaigns that are based on your own timetable – not the candidates. This means you’re decreasing your ability to get relevant content to your candidates at the right time.
2. Wasting time on manual campaigns
Consider Adevinta, the world’s leading online classifieds and marketplace company. Before they started using marketing automation, they were using recruitment CRM, but were ineffective when it came to nurturing candidate relationships and effectively building talent pipelines for critical talent. They could see the percentage open rates on email campaigns, but they had no way to determine which candidates actually opened the email, nor take the next step with them in an automated way. As a result, they were constantly analysing data manually, creating separate lists and setting calendar notices in order to try and deliver a more personalised experience to candidates. Needless to say, this difficult and cumbersome approach limited their ability to scale. Instead of being able to clone and individually tweak similar campaigns, they were stuck building fresh campaigns from scratch each time – a huge waste of time.
3. Candidate communications in a silo
Email blasts are divorced from your other candidate interaction channels. It would be awkward to walk up to a candidate in person and start a conversation without referencing the conversation where you previously left off. Yet that is exactly what happens with most recruitment CRM emails. In addition, email and other communication channels are generally divorced from career site pages. A candidate who clicks through to your company’s career site after receiving an email or text campaign becomes lost. You’re leaking opportunities because your candidate communication is unrelated to other engagement behaviour.
4. Difficult or imprecise targeting and segmentation
This is arguably the most important of the seven signs. The ability to precisely micro-segment your database and target your pipelines and candidates is a crucial part of effective candidate marketing. An old (and still valid) rule of thumb is that 50% of your success in a campaign comes from how well and how specifically you target your pipeline. The more you target, the more relevant your message, the better your engagement rates… and your conversion and thus your ROI. Good targeting means both candidate intent and candidate fit (in other words, who the person is and how well they match your spec), alongside behavioural filters indicating how interested they are, which career site pages candidates visit, what links they click on or content assets they engage with. These are all key metrics. Conversely, If your candidate communications are siloed, you’re unable to target the right people in the right way based on their behaviours. It’s also important to know where your candidate is in their decision-making cycle. Are they an early stage candidate? A warm prospect? Ready for a hiring conversation?
5. Trigger insensitivity
Triggers are the ability to listen and respond in real time with a one-to-one response that goes directly to a candidate displaying a particular behaviour. Real-time triggers can include:
- When a candidate visits a specific web page.
- When a candidate fills out a specific form.
- When a candidate’s lead score changes.
- When a candidate attends a specific event.
- When a candidate signs up for career news.
- When a candidate begins an application process.
When any of these activities occurs, marketing automation can trigger an email to that candidate. It’s relevant and timely. And timeliness is everything with marketing.
6. Can’t tell if email is driving clicks or applications
Email platforms can tell you about open rates and click-through rates, but what you really need to find out is which activities are leading to actual applications. If you can’t make this connection, you can’t determine recruitment ROI.
7. Sad recruiter team
Not only do they not know which candidates are hot and who to prioritise for follow up but they can’t send their own candidate marketing emails. When you don’t have marketing, sourcing, and recruiters working closely together, recruiters become frustrated and see less value in marketing. They must be closely aligned for success.
If you would like to learn more about hiring in-demand talent, why not download your free copy of our latest eBook. It will take you through how leading employers have deployed marketing automation, the benefits they are realising and how you can also get to success early.