Talent Pipelines and Candidate Nurturing

Siobhan Brady

Marketing Executive, Candidate.ID

First off, a talent pipeline only exists when you know who is cold, warm and hire-ready. This is how we like to define a talent pipeline:

A pool of candidates that have been properly assessed as potentially suitable for roles that you need to hire for current or future roles, who are constantly engaged and show a desire to work for your organisation.

A pipeline of quality interview-ready candidates requires time, skills and capability and above all the right approach to be effective. So, what do you need to create a talent pipeline?

A candidate database

It is essential to develop a database of talent. Sustainable talent pipelines are the most effective means of storing, engaging and nurturing high-quality talent, to deepen relationships and drive potential candidates from a stage of engagement to application.

This should include your total addressable market. You have a major competitive advantage if you have this at your reach! Don’t worry if you don’t as this is something our talented Research & Sourcing team can help you with. We can help to build your candidate database very quickly (and inexpensively).

A content plan

You need a content plan for inspiring these people. People often tell us that they don’t have enough content to create talent pipelines when they actually do. Make life easy for yourself by identifying the best sources of content – you don’t need to create every piece of content from scratch. Being a great curator is key.

– Those at the top of the funnel want skills and insights. They’re not ready to talk about opportunities yet so they want content that is useful and relevant for their careers. Your organisation’s investor relations and B2B content can be recycled for nurturing candidates, as can your L&D content.
– Those in the education phase want employer branding content.
– For those deeper into the consideration phase, we recommend you take your phone to the hiring manager when you are taking the brief and film them for 30 seconds telling you what their priorities are and what they look for in team members. These people are looking for a real insight into your organisation.

Our Candidate Nurturing Content Map gives an outline of the types of content you should be sending out at each stage:

You should continue to nurture talent. It’s important not to let the relationships in your pipeline become ‘stale’. The key to effective pipelining is maintaining communication with potential candidates over the long term. Depending on what stage they’re at, depends on how frequently you should contact them. For those in the awareness stage, we recommend once every 2 weeks. For those in the education stage and who are starting to become interested in your employer brand it should be more frequently, say weekly. For those deep into consideration, we recommend a 1:1 approach.


Lastly, talent pipeline automation software will help you to track and score each candidate’s interactions with your content. This will allow you to filter them by a real-time engagement score and get to shortlist, on average, 50% faster.

If you’re looking to gain a competitive advantage in the new year, get in touch with us. We can quickly and inexpensively help you to build your database and, of course, help you to build genuine talent pipelines using our automation software.

Written by Siobhan Brady, Digital Marketing Executive at Candidate.ID.

If you're ready to start, Request a demo from Candidate.ID today to find out more.

Siobhan Brady

Marketing Executive, Candidate.ID