Recruiting people to your company is similar to marketing and selling. The candidate goes on a journey to find another position. You want to work with the candidate at each stage of the journey to educate and persuade. Instead of the candidate becoming a customer, they become part of your staff.
Aleksandr Peterson at Moveable Ink explains how the methods of email marketing can be put into the service of recruiting.
Email marketing can target specific candidates and groups of candidates based on their demographics and behavior. And it doesn’t just engage them once or twice when they happen upon your site; it delivers content to their inbox and “nurtures” them, step-by-step, towards building a relationship with your company. Angela Zener, marketing VP at Findly, explains it this way: “As marketers build lead databases, target and re-engage customers, and work to make the sale, recruiters build talent pipelines, seek to continually engage talent, and encourage them to apply.”
Peterson suggests five ways to get started.
- Careers page: Capture email addresses and areas of expertise. Begin sending job seekers relevant information
- Welcome email: Let new subscribers know what to expect. Use the welcome email as an opportunity for a double opt-in.
- Job Postings: Notify subscribers when relevant jobs are posted. This allows them to be the first to know about jobs and apply for them.
- Newsletters: Educate subscribers about industry and occupational trends. You’ll stay on their mind and build credibility.
- Transactional emails: Manage the flow of information between applicants and recruiters. Some of these emails can be automatically triggered by specific events.
You don’t have to do everything at once. Peterson suggests that you start with a simple job alert feature and then gradually add new elements to your recruiting email program.