A goal of B2B marketers is to grow their lead database. A database that’s full of high quality leads at any given time means that marketers are doing their jobs well and attracting the right audience. Of course, generating a pool of high quality leads is really only step one. In order to get the most out of the lead database, marketers must be properly segmenting it and continuing to communicate with these leads. Sending targeted marketing messages keeps the leads engaged and moving through the sales pipeline to ultimately become a customer or client. Recruiters must follow a similar path when creating a central database of candidates.
Segment the Candidate Database
Just as a strong marketing lead database ensures that a company is continually generating new business, a strong recruitment candidate database (or Talent Pool) ensures that a company always has a pool of talented and qualified candidates to select from when a position within the company becomes available. Instead of starting at square one with a brand new job ad each time a new req is created, recruiters are able to search the database, which minimizes the amount of time it takes to hire a new employee.
In order to have the biggest impact, a Talent Pool must be properly organized. A long list of names and titles doesn’t provide a precise enough picture for recruiters. Candidates must be properly segmented against the characterstics of key job families so they can be sourced easily in the future when a recruiter has a specific need. Candidates can also be segmented with criteria such as location, skills, job type, and more. These segments are often lists or folders within a candidate releationship management tool and are called "pipelines."
Nurture Candidate Leads
Much like marketing leads, job candidate leads must be nurtured. When candidate leads are generated, a position that fits their education, background, and experience may not be readily available. That doesn’t mean they aren’t a great prospective candidate and won’t potentially be a great employee down the line. It’s important that recruiters don’t let these leads slip through the cracks by keeping them engaged with the company until the timing is right.
In addition to providing an outlet for recruiters to search for candidates when jobs become available, an organized candidate database makes it easier for recruiters to keep candidates engaged via targeted email campaigns. Candidates don’t want to know about every single thing going on in your company or every single job that gets posted. They only want to receive emails that are relevant to their interests. Anything beyond that is just spam and will not only get your email sent to the spam folder but means that you’ve lost the trust and interest of the candidate (learn more about spam laws here). An organized and robust candidate database ensures that recruiters are able to quickly and easily determine what types of emails to send to which candidates.
An organized, central pool of talented candidates is what every recruiter should strive to maintain. Just as the marketer does with their lead database, a recruiter needs to grow it, segment it, and engage with it in order for it to be effective.