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What actually drives candidate engagement?

07.07.21 | Candidate Engagement

First off, what is candidate engagement? Although there’s no official definition, candidate engagement generally refers to how responsive candidates are. In a nutshell, it is the process and measurement of continually communicating with your talent pool via email, SMS, or face-to-face.

The last ten years has seen a steep rise in the demand for great talent and competition is getting fiercer every day. Prospective candidates, whilst more visible online, are becoming less inclined to act. The most sought-after talent is actively taking steps to decrease their visibility, or digital footprint, online.

Business leaders across every industry recognise that finding, attracting and engaging the right people with the right skills is critical to compete in today’s fast-changing business world, but it’s taking longer and getting ever more expensive to hire. Organisations recognise the importance of building talent pipelines to get quality passive talent – aware, engaging with their employer brand and considering their jobs for when they are ready to make a career change.

In the recent Bersin by Deloitte HR Technology Disruptions 2018 Report it was stated that organisations around the world are spending three times as much on talent acquisition as they are talent management. So that’s three times as much on engaging and attracting talent than they are managing the talent that’s currently in their business.

The candidate journey is changing as people are becoming more self-educated, and all the information about an organisation is out there for us to find.

What is it that engages candidates?

There are a number of ways to engage candidates:

1. Showcase what makes your company unique – You need to tell them why they should join your organisation. You need a value proposition – why you’re better than your competition. Organisations need to tell the story about their workplace and what it’s like to work there. They should promote their culture and their benefits.

2. First impressions count – as the saying goes, you don’t have a second chance to make a first impression. Candidates want to work for an organisation that shows them that they matter. They want to work for an organisation that treats them as a person, rather than a number.

3. Utilise multi-media – Take advantage of different types of media such as videos and images on career web pages, social media and email. The more memorable and engaging your media, the more likely candidates will place your company at the top of their list.

4. Utilise hiring managers – The people that candidates really want to learn from are the thought leaders – heads of department, head of sales etc.

5. Speak to candidates like they are potential customers – it’s all about branding! Hiring the right person is critical to your brand and your brand is just as important in the recruitment process. Like any organisation, you want to attract the best candidate in order to be better than your competition.

Candidate.ID and Candidate Engagement

Thanks to artificial intelligence (AI), hiring managers can achieve high levels of candidate engagement without compromising their ability to choose the best candidates or creating a longer time-to-hire.

Candidate.ID gives you all the tools to get high-quality passive talent aware of your organisation, engaged and considering your jobs when they’re ready to make a career change.

The ways in which Candidate.ID can do this are:

  • ‘Freshen Up’ stale candidate data from the ATS/CRM and fill in missing details to make everything old, new again
  • Combine segmentation, personalisation and nurture marketing to improve response rates and increase applications
  • Send targeted communication to candidates based on their stage of interest and skills to keep them engaged
  • Understand in real-time which candidates are becoming interested in new opportunities, so your team can contact them ahead of your competitors

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