How to Generate Content Your Talent Pipeline Wants

by | 13.09.21 | Candidate Engagement, Candidate Nurture, Talent Pipeline Automation | 0 comments

Many recruiters know that it takes more than just one email to catch the attention of a candidate. According to HubSpot’s Recruiting Automation Trends Report, it may take up to two emails to get candidates to engage. The problem many talent acquisition teams face is that they get stuck at what content they should be putting into these emails to engage with candidates. This short blog is going to help you navigate your way through this common problem. 

But before we dive into it, let me set the scene.

Leaders across every industry recognise that finding, attracting and engaging the right people with the right skills is critical to compete in today’s market, but we all know that it is taking longer and more expensive to hire. Organisations recognise the importance of building talent pipelines. That is to get quality passive talent aware and engaging with their employer brand, and also to consider their jobs for when they are ready to make a career change. 

Talent Nurture – What’s Changed in the Candidate Journey?

It’s likely your total addressable market includes a large number of people. To activate each person in the past you had to communicate with them all 1:1.

Candidate journey before.

This, however, simply isn’t a scalable activity (other than in the executive search area of recruiting) and this is the reason why it has been extremely difficult for employers to generate genuine talent pipelines. Now, however, technology has emerged in recruitment which allows employers to nurture their total addressable market and based on each person’s interactions with this nurture content, identify who is cold, warm and ‘hire-ready’.

 

Candidate journey now.

At each stage below, your challenge is to drive more people to the next stage, which is achieved through relevant, relatable, and engaging content (delivered via email marketing or SMS).

1. Top of the Funnel Talent

This group of people are merely aware of your organisation as an employer. Most potential candidates will start at the top of the funnel. Nurture these people by sharing skills and industry insights, for example, ideally authored by hiring managers, people they might want to work for or whose jobs they might want to occupy in the future. Don’t market your employer brand and certainly not job opportunities to these people.

2. Middle of the Funnel Talent

These people are displaying more signs that express interest. They will have looked at the hiring manager on LinkedIn or visited your company’s website and perhaps checked out the careers page. At this stage it is an excellent idea to share traditional employer brand-type content with them.

3. Bottom of the Funnel Talent

These people are or are nearly ‘hire-ready’. They’ve been looking at your careers site and perhaps specific job opportunities. Depending on the size of this population, your next step may be simply to arrange 1:1 conversations and find out about each person’s career aspirations and where that might sync with your requirements.

Creating Content

As we’ve all been told – content is king (or queen!). Segmenting your content is crucial, and this is how we suggest you do that for four different groups of candidates:

1. Awareness

This is for those who are not currently in the market. Content suggestions might include:

  • Career advice
  • Industry insights
  • Employer news
  • Networking events
  • Hiring manager insights
  • Subtle employer branding

2. Education

This is for those starting to explore potential new employers. Content suggestions might include:

  • Employer brand
  • Talent brand
  • Vision, mission and values
  • Corporate social responsibility
  • Hiring manager ‘hero’ videos
  • Colleague success stories
  • Career-focused events

3. Consideration

For those who want to know what the coffee tastes like. It’s important you understand candidates’ specific areas of interest so you can introduce a more personalised approach by now. Suggestions include:

  • Focus on EVP
  • Personalised career vision
  • Meet the team
  • Personalised video message
  • Hiring manager social media connection
  • Job description

4. Application

You need to roll the red carpet out at this stage. Suggestions include:

  • 1:1 telephone call
  • 1:1 meeting
  • No terrible application forms
  • Not making candidates jump through hoops

Our best advice when thinking about creating content for the top of the funnel is, your general marketing team, talent development team and hiring managers are brimming with assets that were not made for the purposes of talent attraction but can absolutely be repurposed for this.

You can download your free copy of our 101 Content Ideas for Candidate Nurture for more useful suggestions.

The flight of the Bumblebee

Although many potential candidates come through the awareness – education – consideration – application process, we also know that, like a bumblebee, most candidate journeys are not linear. People are more distracted and disrupted than ever because of the explosion of communication channels and methods organisations can now adopt to get their attention.

But let’s agree that once a potential candidate starts to become interested in looking for new opportunities, they will now do far more self-directed research than in the past before contacting a recruiter. We need to ensure we help them on their journey.

You should bring every potential candidate into your talent pool and create a comprehensive suite of content produced in multiple formats and satisfying those needs at the awareness, education, consideration and application phases. If you create ‘something for everyone’, you will touch the optimum number of potential candidates. When they read your blog, watch your video, scan that infographic, they will begin to generate goodwill towards your organisation as you have provided them with helpful information. And when you know who is at which stage, when they prefer to receive content and what formats they’d rather consume, that insight is gold dust.

Marketing Automation

 

You need to see how your content is driving engagement and see who then goes on to look at your jobs. This enables you to see which content works best. How do you do this, I hear you ask? Through the use of marketing automation. Platforms such as Candidate.ID are able to track and score candidates’ interactions with your online content, and in turn, tell you who is cold, warm and ‘hire-ready’. 

In this webinar, Scot McRae and Mark Hornung explore how employers could be wasting 99% of their recruitment marketing budget. They also discussed how one of our customers, Specsavers, ​​were able to make 55% more hires by talking to 97% less people. That 3% they were speaking to were the people who were most engaged with their content and interested in their jobs.

Marketing Automation

You need to see how your content is driving engagement and see who then goes on to look at your jobs. This enables you to see which content works best. How do you do this, I hear you ask? Through the use of marketing automation. Platforms such as Candidate.ID are able to track and score candidates’ interactions with your online content, and in turn, tell you who is cold, warm and ‘hire-ready’. 

In this webinar, Scot McRae and Mark Hornung explore how employers could be wasting 99% of their recruitment marketing budget. They also discussed how one of our customers, Specsavers, ​​were able to make 55% more hires by talking to 97% less people. That 3% they were speaking to were the people who were most engaged with their content and interested in their jobs. 

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