As recruitment marketers, we tend to split our disciplines into artificial segments like employer branding, candidate experience, recruitment CRM, candidate attraction, etc. Of course this is necessary in order to understand the building blocks of successful recruitment marketing.
That said, these divisions don't really exist if you are practicing high level recruitment marketing.
Take for example, recruiting CRM and candidate experience. Candidate experience is viewed as all the interactions between the candidate and the organization, from website visit to apply to interview to offer.
While CRM is often viewed as the central pre-applicant talent pool that recruiters use to segment, source, and nurture candidates.
You can already see a huge overlap here. Remember, CRM stands for candidate relationship management.
Each function relies heavily on properly communicating with candidates. Together, CRM and career sites and job applications and employer brands have crucial overlaps and dependencies in providing world class candidate experiences.
Pre-Applicant Recruitment CRM
Let's break down the important candidate experience considerations for your candidate relationship management strategies. There are three primary dimensions to the candidate experience of your CRM: Immediacy, Relevancy, and Frequency.
Immediacy is important in competing for specialized or high volume positions where supply is scarce and acting fast is required. The ability to both identify and get these candidates into a hiring process quickly is a competitive advantage.
Relevancy is all about sending the right message at the right time. All your candidate communications should reflect your employer value proposition and all other key components of your employer brand messaging. There is a great overview of employer brand attributes in chapter three of the Candidate Experience Handbook, here.
Content marketers know that relevancy means either educating or entertaining your target (or both, preferably). While sending out potential jobs to apply for is relevant for those immediate candidates, when it comes to long term candidate relationships, job content tends to get tuned out.
Better to educate them about your company, their profession, how to engage with your company, etc.
Frequency is important because good marketers know that it takes up to a dozen impressions for people to notice and engage with your messages. As above, your ability to recognize and dispatch with immediate candidates is important. But just as important is your ability to engage other candidates with relevant messages over the long term – without annoying them or turning them off your company.
Immediacy, relevancy, and frequency are the ingredients you blend together to create the best recipe for hiring excellence in your organization.
CRM and Candidate Experience Technology
As you look at the technologies required to support candidate experience, from initial interactions to long term engagement, the key is to utilize systems with capabilities to support individual candidate experience and CRM functions – and work together to leverage data across both areas.
From a candidate experience perspective, your CRM should:
- Gather information about candidates as they interact with your career site content
- Leverage personal information provided through applications and talent networks to drive targeting and engagement
- Bring in third party data to augment what you already know about the candidate
- Consolidate all that data into a single, 360 degree view of that candidate's various job seeking identities
- Synchronize content and brand messaging used for both your career sites and individual candidate outreach communications
- Further enrich your candidate profile with ongoing engagement data through recruiter interactions, email engagement data, and career site behavior
- Sync candidate, job, and status data from your ATS
- Automate candidate sourcing and email outreach based on career site interactions, ATS stage changes, CRM stage changes, and much more.
The bottom line is that your CRM should be capable of knowing who your candidates are, how they interact with you, and how you interact with them. Based on this, the system should support automated outreach to the candidate using workflows triggered by these important data points.
This is only possible with a recruitment marketing platform that integrates across all candidate acquisition functions – and syncs with your ATS. And that platform needs more than just a candidate contact database or talent network with basic tracking and searching capabilities.