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Recruiting CRM: Email Campaigns

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25 October 2016

Recruiting CRM: Email Campaigns

Posted by Team Talemetry

When it comes to recruiting CRM, the name of the game is building your own proprietary database of potential candidates and then sourcing hires from it regularly. That said, using your CRM technology to send mass email campaigns to candidates that you acquire from other sources can be a key strategy for building your talent pool.

For example, a Talemetry healthcare client was having a hard time filling some specific positions. The delays were coming close to affecting their ability to execute their business plan, so they came to us for help.CRM-email.jpg

They already had plenty of candidates in their CRM, but they were early in their process of building out the kind of robust talent pool needed to meet their demand. So we acquired a list of potential candidates from a reputable list source, loaded the list into their recruiting CRM and sent email campaigns to this list.

The results were very good.

As a general rule, your internal database of potential candidates will yield the highest number of email opens, the highest number of applicants, and generally be more responsive to your outreach in every way. It makes sense. These are people who have either come to you, or in some way have been in contact with your recruiting team. This makes them more responsive to offers.

But it takes time to build a robust, self-sustaining talent pool, with deep pipelines of the kind of talent you typically hire. And even if you have a healthy internal database, you may not have enough candidates in a specific pipeline to meet your needs. So acquiring third party lists and running email campaigns to their members is a great way to fill the gap.

Acquiring Candidate Data

Some possible sources of external lists include:

List brokers. List brokers rent lists on behalf of organizations and associations. Some of the lists are commercial, meaning they are rented out on behalf of commercial enterprises that make their lists available. Others are from non-profit associations that use revenue from their lists to help sustain the organization. List brokers can often source lists from other brokers on your behalf at no cost.

Associations. You can also inquire directly to associations as to the availability of their lists.

Recruiting events. Participating in recruiting events can yield not only contacts from candidates you engage with at the event, but often full lists of candidates who attended the event whom you may not have engaged with.

Conferences. Look for conferences that cater to the candidate pool you are trying to attract. Annual gatherings of professionals in particular industries are rich sources of potential candidates. Often these conferences are put on by associations and will show up in association searches, but some are not. In any case, lists of attendees are often available for rent.

Need to hire social workers? You can rent the NASW list of social work professionals. Need physical therapists? You can rent the GSC Home Study Physical & Occupational Therapy Course Buyers list. A quick consultation with a list broker will be able to match your needs with an entire universe of specialized mailing lists to meet your goals. Email lists can run from $150/thousand to over $1,000 per thousand, but most fall between $150/thousand and $500/thousand. Physical address-only lists are much less expensive, but you have the added cost of printing and postage for physical mailings. Download Free Predictable Hiring Handbook

Be Careful What You Acquire

As you explore acquiring lists or databases of potential candidates, keep in mind that there are many unscrupulous sources for buying contact data. Remember, there are potential legal penalties for emailing contacts who have not given permission. This permission is typically given during the opt-in process with the organization you are acquiring data from. So always ask to see this opt-in information.

Another way to know whether you are dealing with a reputable list broker is if they offer to sell you data outright. Reputable sources do not sell email addresses, they rent them for one-time use. Steer clear of sources that offer to let you own data.

The best thing about using third party lists to acquire candidates? If you have a proper CRM, every candidate that responds to your outreach becomes part of your talent pool. And once they are part of your talent pool, you can continue to market your company and jobs to them over and over again.

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Topics: CRM

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