September 1, 2022
Acquiring talent is getting trickier every passing day. Why? The recruitment space has transformed to the limits that candidates are ‘ghosting’ recruiters after attempting interviews with multiple companies at the same time. This surge in drop-off rate at the bottom of the recruitment funnel isn’t stopping anywhere – it has increased by 20% in the last few years. Not to forget, the ‘Great Resignation’ of 2021 made the global attrition rate go up to 19%. Hence, both talent acquisition and retention are of great concern today. With the aim to keep your recruitment pipeline filled and hire quality talent, effective candidate engagement becomes the key to execution.
The other side of the equation is, that businesses cannot afford to halt their growth no matter how stiff the competition for top talent gets. Attracting and converting the top qualified candidates is now much more about the all-around value you as an employer add to their lives. Traditional forms of recruiting don’t work anymore. It’s a candidate driven market and their expectations have completely transformed.
Recruiters today need to primarily focus on two strategies to attract, hire and retain quality talent:
And accomplishing these steps is only possible when you consistently engage with your prospective candidates. It enables you to analyze their personality and work ethics much more efficiently.
But how can do you engage proactively with candidates? How do you ensure your efforts at the sourcing stage bring out positive results? In this blog, we will discuss the ins and outs of candidate engagement. Stick around for a deep dive into the top engagement strategies you can use to ace your recruitment.
With the aim to keep your recruitment pipeline filled and source quality talent, effective candidate engagement becomes the key to execution.
Communicating with your candidate pool consistently with the objective to keep them updated regarding the recruiting process – is a major part of candidate engagement. In addition, the process also involves nurturing prospective talent, sharing information about your company culture, having conversations around their career goals, helping them find a suitable opportunity that aligns to those goals and establishing a positive connection with them.
Contrary to popular opinion, candidate engagement is not just about persuading and acquiring quality talent that has been sourced. It also covers being in touch with job seekers who can be value addition to your current or future talent pools.
Further, effective engagement ensures candidates are kept intrigued throughout the application procedure. It’s vital to understand the core motive – to enhance your chances of acquiring top talent, and the more often they get communicated by your company, the better.
The most optimal way to persuade your target candidates and trigger action, is by conveying Employer Value Proposition (EVP) and more importantly, positively engaging them. At each stage of the recruitment funnel including application or sourcing, screening, assessment, job offer and final onboarding – candidate engagement plays a vital role in offering favourable experiences. If you’re wondering why serving a great candidate experience is so important – it helps with a massive 70% improvement in the quality of new hires.
Traditionally, recruiters were approached repeatedly by candidates for jobs and candidates were made to wait without any updates. Fast forward to today, all thanks to the huge demand for qualified talent, recruiters need to engage candidates constantly for keeping them hooked on the recruitment process. Modern candidates rarely apply to only one company at a time, which means they rarely do in-depth research about an organization before applying.
Candidate engagement also tops the chart when it comes to recruitment trends of 2022. A large number of organizations have an applicant drop-off rate of 80%. Clearly, making candidates finish the recruitment process is a big challenge in itself today. As a recruiter, you need to show them that you care, drive their motivation with your brand, share your company mission and make them understand the recruiting process thoroughly.
Ineffective communication is the biggest source of negative candidate experiences which makes 65% of candidates lose interest in a job. Let’s take a look at the top reasons why candidate engagement is a key aspect in sourcing, acquiring and retaining quality talent.
The demand for skilled talent currently is disproportionate compared to the supply. Amidst the rapid growth and innovation in almost every sector, and an exponential surge in the number of freshly formed startups, the battle for quality talent has become even more intense. As candidates are attracted to organizations which seem exciting to work in, it can be game-changing to portray your company as one such destination for them. By leveraging effective and unique candidate engagement strategies, you can stand out among a pool of companies or options for candidates.
Over 50% of job seekers surveyed had declined a job offer due to poor candidate experience. The entire world is now connected via digital and social platforms, and 69% of candidates share their experiences publicly online. The way you engaged them or the experience they had while interviewing with you, could define your future recruitment pipeline as more than half of potential candidates - 55% to be specific, avoid engaging with such organizations which have negative reviews online.
Strategic and proactive candidate engagement cuts down the time to hire, as candidates feel more assured about your company and you work on pre-decided recruitment timelines. Additionally, the role of candidate engagement in establishing a rich talent pool shouldn’t be understated. As you keep on sourcing and engaging candidates, the talent pool becomes more concentrated and your time to hire significantly drops.
Recruitment is becoming more of marketing and don’t forget that candidates are just like the customers you ideally want to acquire for a lifetime. An effective candidate engagement strategy does not only convey the necessary information but also caters to the target candidate’s career goals and professional objectives. Once you cross the awareness stage as an employer, the more personalized value you add through engagement, the stronger your relationship becomes with the prospective candidates.
Now that you know what is the deep meaning of candidate engagement and why it matters, it’s time to create a roadmap and execute it to optimize your recruitment.
60% of job seekers abandon the application process if it takes too long or is too complex. The problem is not just limited to difficult applications but a number of other top-of-the-funnel tasks that require huge efforts from candidates to enter the recruitment funnel often end up being harmful to your talent acquisition plans.
Take a look at the most common issues faced by candidates:
How many of these did you relate to? Unfortunately, these practices have become so mainstream that they feel normal now.
Recruiters need to solve these issues to remove the virtual roadblocks for job seekers. If you’re not facing any of the mentioned ones, but still the applications aren’t coming, try surveying your candidates and be transparent about wanting to serve them better.
What comes to your mind when someone says they are working with Google or Netflix? Apart from their consumer-facing brands, these giants have worked deeply on their employer brands, work culture, public relations and all the other touchpoints which contribute to making an organization ‘fascinating’ to work in.
Here’s how you can attract a huge number of qualified candidates by portraying your company as an energetic and exciting place to work:
53% of surveyed applicants said they didn't get any response from the recruiter for 3 months after applying for a role. This is one of the most underrated problems in the recruitment industry. Transparency between recruiters and candidates about the status of their applications is a very basic requirement of productive candidate engagement. Not responding with any updates annoys candidates and leaves them in confusion, and even anxiety.
The optimal way to approach this issue is by confirming applications when received through email automation. Further, recruiters should respond to candidates’ queries within a maximum of 3 working days and update candidates after each round of recruitment gets completed – no matter if the results are in their favour or not.
83% of candidates say it would immensely improve the overall experience if employers provided a clear timeline of the hiring process. Sharing updates and information isn’t enough, you need to clearly define a recruitment timeline in advance for your candidates’ convenience and for adding up to the efficiency of your recruitment efforts.
Include the exact number of steps involved in your recruitment process, and the timeline for the entire journey. Keep them updated on their recruitment status and in which stage they are placed right now. An ideal way would be to attach all the details related to each stage of recruitment. You can either have it on your website or attach to the application confirmation email.
This way, you would not only assure candidates of high transparency within the process, but your recruitment teams would have their expectations right upfront. Hence, it’s a win-win strategy which will help you achieve your hiring goals within the defined timeframe and in an organized manner.
More often than not, multiple rescheduling of meetings ends up being negative experiences for both sides when done manually. The last thing you would want as a recruiter is to drop off a skilled candidate due to their unavailability at the time of the interview.
This part is critical for both productive candidate engagement as well as candidate experience. Automating your scheduled meetings would help you save a plethora of time and your candidates to choose from a number of slots which will add up to the flexibility. Using free scheduling tools like Calendly, you can allow your candidates to choose the time for an interview. This practice has become more popular after the entire world got used to remote work. Especially when you are recruiting in big numbers, manually scheduling your screening calls and interviews is not a sustainable approach.
Each candidate who applies for an open position at your organization should be served with feedback regardless of the results. It will help them to be aware of different areas with scope for improvement. Answer the most common questions like:
Feel free to add any other feedback pointers that you find relevant after evaluating the candidate. Delivering proper feedback is also important in keeping the relationship with the candidates strong. Some candidates get rejected in the last rounds of interviews and can definitely be considered for future openings for similar roles. It is a common practice for recruiters to keep those highly skilled candidates in their talent pools.
Let’s now take a brief look at some of the trending execution plans for boosting up your candidate engagement:
Sourcing candidates, engaging with them consistently from Day 0 and then handling all the recruitment tasks can be too hectic for you to handle. Add up to that the numerous roles that are usually open at any given time in companies. The need of the hour for recruiters is an end-to-end sourcing automation and engagement tool that assists them in mundane repetitive tasks.
Nurturebox enables you and your recruitment team to level up candidate sourcing and engagement with powerful automation. The platform helps you source candidates with just a few clicks, add them to your personalized engagement sequences and track your overall recruitment pipeline for optimal management.
Amidst today’s noisy digital world, brands find it challenging to create meaningful connections with their customer base and target audience. Getting the target consumer’s attention and persuading them to buy from you gets even trickier. Hence, content marketing has become more crucial than ever for brands to attract, educate, and retain customers.
Content creation is a top priority for 80% of marketers, and there is no reason it shouldn’t be. Consistent, high-quality, and engaging content impacts your audience’s decisions through education and persuasion.
Depending on your business goals and requirements, the role of Content Marketers you hire will vary. The primary responsibilities revolve around forming consistent brand messaging and deciding upon a unique and identifiable voice, style, and pitch across various distribution channels.
From raising brand awareness to attracting a relevant audience to your website, boosting social media presence and engagement, generating leads, and building brand loyalty – content marketing drives all the growth efforts for your brand. When done effectively, it can help you:
While content marketing is a broad role with numerous areas of expertise involved, it’s vital to thoroughly understand your company’s current marketing goals and the related requirements. In this blog, we will dive deep into the step-by-step approach to hiring a Content Marketer.
A Content Marketer must be deeply passionate about telling your brand’s story to the world. The objective is to educate and nurture the target audience to establish brand authority using thought-leadership and drive more people to buy from you.
As a candidate is expected to be a mediator between the brand and the target audience, they are primarily responsible for planning, creating, and sharing valuable content to grow their company’s awareness and engagement to bring more business.
To be more specific, the role of a Content Marketer requires a perfect blend of creativity and attention to detail in an individual. It’s a balancing role, as they need to ensure creating content that resonates and strengthens business relationships, using strategies that position your business as authentic and problem-solving.
Take a look at the core responsibilities of a Content Marketer that most businesses expect them to take over:
While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with
Content marketing has become the key to driving growth for businesses. Unlike a few years ago, it’s not possible now to get away with a one-person team for content marketing. You need deeply trained individuals for specialist roles.
Let’s now dive into the step-by-step approach of hiring a Content Marketer. But before you even source your first candidate, you should have a clear expectation of the skillset and experience to look out for top content marketing candidates.
Apart from having relevant industry experience, a good Content Marketer must possess the following skills.
A Content Marketer’s prior skillset should be writing excellent attention-grabbing content. From long-form blog posts to website copy, ad copies, social media content, video scripts, emails, newsletters, e-books, whitepapers, and more – a Content Marketer should be able to adapt to the business’s specific requirements and create quality content.
Identifying user behavior is vital for framing the story in the right direction. So a Content Marketer must know how to identify and analyze the needs and pain points to develop a buyer persona. User research can be performed through social listening, relevant communities, in-person calls with customers, analyzing sales call recordings, and more.
Creating valuable thought-leadership content isn’t enough. Researching the right set of keywords is an essential skill to further educate your target audience on the Whys, Hows and Whats of your business, and have your website rank on Google.
Content that’s not backed by relevant data points does not build enough trust. Experienced content marketing professionals would always prefer data over hollow claims. No doubt that only data doesn’t help a content piece succeed, but it’s essential..
A Content Marketer is also expected to break down and analyze the pain points to turn keyword research into content ideas. So a professional must be able to identify and solve content gaps.
Further, they must know how to create a content calendar, decide the different types of content, and choose relevant platforms to publish and schedule marketing campaigns.
Creating a valuable content piece, for example - an ebook, isn’t enough. Your content marketing team needs to promote it proactively for bringing enough attention and engagement.
Setting up goals and plans is one thing, but continuously executing, measuring, and analyzing content performance is another. A Content Marketer should always be monitoring key performance parameters to figure out the upcoming plans with the necessary updates required.
Not to forget - stakeholders and marketing heads need the performance reports regularly. So Content Marketers must be able to collect and comprehend all the data to make it worth presenting.
Let’s sort out the priorities first, and decide the type of content marketing candidates you want to recruit. From exceptional research skills to storytelling, communication skills, relationship building, audience engagement, and more capabilities must be comprehensively considered. Identify and break down the skill requirements for Content Marketers:
Forming a candidate persona by answering all these questions would ensure you are not shooting in the dark while sourcing candidates. Further, it helps you determine the traits of the ideal candidate, and plan your sourcing and recruitment strategy further.
Next step is determining your role requirements suiting primarily to organizational needs and business goals. A content marketing professional is expected to own the entire content strategy, creation, and distribution. But what about your business’s unique requirements?
You might need someone comfortable with frequently creating long-form content pieces like blogs, ebooks, or whitepapers, or creating engaging video content based on your industry trends.
Talk to various relevant stakeholders for seeking the complete detailed company requirements for the role.
Before you enter the recruitment funnel, outline your talent acquisition process. Identify various strategies, channels, and other informational insights you would need – and maintain a collaborative document.
As you update the tactics and tweak your recruitment process for meeting hiring requirements optimally – keep your document up to date.
Once you have finalized the role requirements with respect to your current content marketing goals and team, you can start sourcing candidates. Preparing the job description is the first task you’ll need to do.
Here are the necessary components you must have in your job description:
The job of a Content Marketer is to perform competitor research, create user persona, and write plagiarism-free content for blog articles, social media, and the company website. They need to stay updated on the latest SEO techniques.
Once you have the tailored job description in hand, it’s now time to do the groundwork and source candidates. Create an attractive job post to promote your job across job boards and social channels.
Prepare an impactful job post and also execute paid job ad campaigns if required. The next step would be promoting your jobs on various job boards and hiring platforms. You can leverage the following platforms for hiring Content Marketers:
Not to forget - almost 3/4th of the workforce includes passive candidates, so you cannot miss out on passive talent sourcing as well. Reach out to qualified candidates on communities, LinkedIn, Twitter, and even Facebook to offer them suitable opportunities.
Once you have filtered candidates based on their experience and skills listed on their profile, it’s time to evaluate them deeply. Ask them to create a content strategy for your website, along with a value-adding content piece like a small blog. The topic of the article must fall within the scope of the strategy.
Interview the candidates whose profiles got shortlisted. Keep in mind the parameters covering skills, relevant experience, and personality traits of candidates.
Reach out to selected Content Marketers and communicate about the compensation.
Further, extend your offer letter to all the candidates who have been selected. In the case of passive sourcing, extend to only those who were aligned with you on the compensation and are willing to move forward.
Ensure having a deadline for the joining date and mention the necessary documents required by your recruiting team.
Inbound candidate sourcing doesn’t work effectively anymore. Do you also find challenges in closing quality candidates through job posts even after spending on ads?
Don’t worry, passive candidate sourcing can be an optimal solution for hiring top content marketing candidates.
Nurturebox is a one-stop talent sourcing and engagement platform which is powered by automation. Here’s how you can source product managers from LinkedIn using Nurturebox: