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Candidate Nurturing in a Remote Work Environment

August 28, 2023

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In the rapidly evolving landscape of today's job market, the task of attracting and retaining top-tier talent has grown increasingly complex. As a result, organizations are placing greater emphasis on candidate nurturing strategies to foster enduring connections with potential hires. However, in the era of remote work, the approach to candidate nurturing necessitates a transformation. This article delves into the significance of nurturing strategies for candidates, elucidates techniques, and unveils best practices for constructing a triumphant candidate nurturing strategy in the realm of virtual workspaces.

The Imperative of Nurturing Candidates

In the quest to captivate and maintain exceptional talent, a candidate nurturing strategy is indispensable. By cultivating relationships with candidates, companies can amass a reservoir of qualified individuals with a higher likelihood of aligning with future roles. This strategy entails sustaining candidate engagement and information dissemination across the hiring journey, even if they aren't selected for immediate positions. This not only enriches the candidate experience but also cultivates a favorable employer image.

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Grasping the Dynamics of Virtual Workspaces

The virtual work environment, now a norm for many enterprises, has profoundly reshaped candidate nurturing tactics. Communication and engagement predominantly unfold through digital conduits like video conferences, emails, and instant messaging. This shift necessitates an adaptation of candidate nurturing techniques to ensure communication efficacy and sustained engagement.

Fostering Remote Work Proficiency

With remote work's ascendance, companies must prioritize furnishing training and development opportunities to candidates, even before onboarding. Virtual training sessions, webinars, and online courses equip candidates with the proficiencies vital for thriving in remote setups. By investing in candidate development, organizations not only bolster their ability to attract top-tier talent but also foster a reservoir of adept individuals poised to contribute to organizational progress.

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Crafting Effective Candidate Engagement in Remote Work

Engaging candidates in virtual workspaces mandates a recalibration of established practices. Establishing a sense of community and belonging emerges as pivotal for engagement. Achieving this entails orchestrating virtual team-building activities, online networking occasions, and virtual coffee dialogues. Moreover, equipping candidates with resources and tools to enhance remote productivity further fuels engagement and contentment.

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Techniques for Forging a Flourishing Nurturing Strategy

Devising a successful candidate nurturing strategy within virtual workspaces hinges on deploying a blend of effective techniques. One such technique involves personalized communication. Tailoring communication to cater to candidates' distinct needs and interests fosters a more profound connection. Additionally, furnishing periodic updates about the organization's ethos, values, and industry trends fosters candidates' sense of connection and awareness.

Harnessing Technology for Candidate Nurturing

Technology emerges as a linchpin in candidate nurturing within virtual workspaces. Organizations can harness applicant tracking systems (ATS) and customer relationship management (CRM) tools to mechanize and streamline candidate nurturing. These tools facilitate tracking candidate interactions, scheduling follow-ups, and scaling personalized communication. Leveraging technology not only economizes time and effort but also guarantees a uniform and efficient candidate nurturing process.

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Enforcing Prime Candidate Practices in Virtual Environments

Implementing best practices for candidates in virtual settings is pivotal for a potent nurturing strategy. This encompasses furnishing timely feedback to candidates, even if they're not selected. Constructive feedback aids candidates in discerning their strengths and growth areas while signifying the organization's dedication to candidate advancement. Additionally, maintaining transparency and clarity throughout the hiring journey, from job delineations to interview procedures, fosters trust with candidates.

Gauging the Triumph of Your Nurturing Strategy

Assessing the efficacy of a candidate nurturing strategy is pivotal for pinpointing areas warranting enhancement and steering decisions informed by data. Key performance indicators (KPIs) are instrumental in gauging strategy effectiveness. Common KPIs include the count of qualified candidates in the pipeline, the transition rate from candidate to employee, and candidate satisfaction levels. By routinely monitoring these metrics, companies can continually refine and optimize their candidate nurturing strategy.

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In Summation: Key Insights for Crafting a Fulfilled Nurturing Strategy in Virtual Workspaces

Effectuating a prosperous candidate nurturing strategy in virtual workspaces demands recalibration of techniques and best practices. Understanding the value of a nurturing strategy, leveraging technology, and implementing candidate prime practices empower organizations to fashion a positive candidate journey and erect a robust talent pipeline. Keeping tabs on strategy success via relevant KPIs and ceaselessly refining approaches positions companies to excel in today's competitive job arena.

Recalibrating Techniques and Best Practices

In the shift towards virtual workspaces, traditional approaches to candidate engagement and nurturing must be reimagined. In-person interactions and physical cues are replaced by digital communication channels. This calls for recalibrating techniques to accommodate the remote setting. For example, the art of active listening takes on new dimensions when gauging candidates' sentiments through virtual platforms. Video interviews, emails, and instant messages become the primary means of interaction, necessitating clear and concise communication that conveys empathy and professionalism. Adapting to these changes ensures that candidates feel valued and engaged despite the lack of physical proximity.

Understanding the Value of Nurturing Strategy

A nurturing strategy extends beyond the transactional nature of recruitment. It's a commitment to building long-term relationships with candidates, irrespective of immediate outcomes. Recognizing this value shift is pivotal. When candidates are nurtured even if they're not chosen for a specific role, they develop a positive impression of the organization. This impression can result in word-of-mouth referrals and even future applications when more suitable positions arise. A nurturing strategy is an investment in reputation management and a proactive approach to meeting future talent needs.

Leveraging Technology for Nurturing

Virtual workspaces demand a reliance on technology, and candidate nurturing is no exception. Applicant tracking systems (ATS) and customer relationship management (CRM) tools streamline communication, automate follow-ups, and enable personalized interactions at scale.

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These tools not only enhance efficiency but also enable consistency in engagement. Automation frees up human resources to focus on higher-value tasks, such as crafting tailored messages and strategizing candidate journeys. Leveraging technology optimizes resource allocation, leaving no candidate unattended and ensuring a seamless experience.

Storytelling for Engagement and Connection

Storytelling is a potent tool in virtual candidate nurturing. Sharing authentic narratives about current employees' journeys within the organization humanizes the company and makes it relatable to candidates. These stories offer a glimpse into the day-to-day experiences, challenges, and growth opportunities that the organization provides. Incorporating storytelling into nurturing strategies fosters emotional connections and allows candidates to envision themselves as part of the organization's story. It's a way to transcend the virtual barrier and create a sense of belonging.

Collaboration and Engagement Through Virtual Events

In the virtual workspace, traditional in-person events have transformed into virtual gatherings. Organizations can leverage this shift by hosting virtual events that foster collaboration and engagement among candidates. Webinars, panel discussions, and virtual workshops provide platforms for candidates to interact, learn, and showcase their skills. These events not only convey an organization's commitment to candidate development but also create opportunities for networking, knowledge-sharing, and community-building – all essential aspects of a nurturing strategy.

Feedback as a Two-Way Street

Effective Feedback is a Two-Way Street

While candidates eagerly seek feedback from organizations, organizations can also benefit from receiving feedback from candidates. Incorporating avenues for candidates to provide insights on their experience with the nurturing process offers valuable perspectives for improvement. It demonstrates that the organization values candidates' opinions and is dedicated to constant enhancement. Feedback loops facilitate adjustments in real-time, ensuring that the nurturing strategy remains attuned to candidates' evolving preferences and expectations.

Embracing Flexibility and Agility

The virtual workspace landscape is fluid, and successful nurturing strategies reflect this agility. Being open to change and adapting swiftly to new circumstances is paramount. If a certain communication channel gains popularity among candidates, the strategy should pivot accordingly. If emerging technologies offer innovative engagement opportunities, they should be integrated. Flexibility allows organizations to stay responsive to shifts in candidate behavior and preferences, ensuring that the nurturing strategy remains relevant and effective.

By embracing the nuances of virtual interactions, catering to diverse candidate needs, and evolving alongside changing trends, organizations forge a pathway to excellence in the competitive job market. The evolution of candidate nurturing isn't just about adaptation; it's about transformation – reshaping how organizations connect with potential talent in a world redefined by virtual work.

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:

  • Build positive brand awareness
  • Make your audience stick around for longer
  • Get better traction on social media
  • Gain more trust of your audience than ever
  • Generate qualified leads
  • Improve conversion rates
  • Boost business visibility with SEO
  • Position your brand as an authority
  • Cultivate loyal brand fans

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.

What is The Role of 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:

  • Research and Competitor Analysis: The first and foremost step to creating a content marketing strategy is effective initial research. It not only helps a Content Marketer understand the nuances of the industry through competitor analysis but also study and understand the target audience thoroughly.
  • Building Content Marketing Plans: Once the competitor research and target audience analysis is done, a Content Marketer needs to work on the different plans for all the business objectives, targeted channels, segments of the audience, and the bigger marketing strategy. A content marketing plan typically consists of:
  • Specific goals along with a pre-decided timeline
  • Various channels to be targeted for content distribution
  • Types of content to be created
  • Budget for the entire staff, outsourced services, and paid promotion (Collabs and Ads)
  • Creating Editorial Calendar: Creating, managing, and maintaining a content calendar is one of the most crucial responsibilities of a Content Marketer. It is a centralized visual document that enables effective collaboration among the marketing team and helps Content Marketers ensure on-time production and delivery.
  • Content Creation: Once the strategy and calendar have been approved by relevant stakeholders, Content Marketers need to do the on-ground work. This task usually depends on the scale of your company and content marketing strategy. Suppose an organization already has a set of writers, then the Content Marketer doesn’t need to create content by themselves.
  • Search Engine Optimization (SEO): Producing quality content that educates your target audience and resonates with them, isn’t enough. You need to optimize your content creation to make it search engine-friendly. While most companies need a dedicated SEO specialist for keyword research and planning, Content Marketers need to closely collaborate with them and should be well-versed in the basics of SEO.

While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with

  • Content editing and ensuring adherence to a certain style guide    
  • Continous publishing and distributing content
  • Measuring and analyzing performance

How to Hire a Content Marketer: Step-By-Step?

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.

Top Must-Have Skills in a Content Marketer

Apart from having relevant industry experience, a good Content Marketer must possess the following skills.

  1. Excellent Writing 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.

  1. Audience Research

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.

  1. Keyword Research

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.

  1. Data-oriented Content

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..

  1. Project Management, Planning, and Publishing –

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.

  1. Content Promotion

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.

  1. Performance Analysis

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.

Step 1: Create a Candidate Persona

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:

  • What are the educational qualification criteria for the role?
  • How many years and what type of work experience do you want in candidates?
  • What are the specific skill sets you’re looking for?
  • Which industry experience would you primarily prefer?
  • Are there any tools your candidates should be hands-on with?
  • What are some personality traits that will fit your company?
  • Where do they look for a new job?
  • What are their career and life goals?

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.

Step 2: Document the Role Requirements and Decide on Your Recruiting Process

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.

Step 3: Prepare a Content Marketing Job Description

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:

  • Job Title: The position you’re looking to fill. For example - Content Marketing Specialist or Content Marketing Manager.
  • Roles & Responsibilities: An outline of the candidate’s day-to-day activities. From ideation to implementation and the impact on the organization, everything should be covered.  
  • Skill Requirements: Skills and abilities a candidate must have to perform the job successfully.
  • Perks and Benefits: The compensation details, perks of the job, and any other benefits.
  • About the Company: Why should a candidate consider working with your company?

Content Marketer Job Description Template


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.


  • Develop, write and deliver persuasive copy for the website, email marketing campaigns, sales collateral, videos, and blogs
  • Build and manage an editorial calendar; coordinate with other content crafters to ensure standards
  • Measure impact and perform analysis to improve KPIs
  • Include and optimize all content for SEO
  • Contribute to the localization of processes and content to ensure consistency across regions
  • Review and implement process changes to drive operational excellence


  • Proven content marketing, copywriting, or SEO experience
  • Working knowledge of content management systems like WordPress
  • A well-maintained portfolio of published articles, blogs, copy, etc
  • Proven experience of working under pressure to deliver high quality output in a short span of time
  • Proficiency in all Microsoft Office applications, Google Suite
  • Fluency in English or any other required language

Soft Skills

  • Excellent verbal and written communication skills
  • Excellent writing and editing skills
  • The ability to work in a fast-paced environment
  • The ability to handle multiple projects concurrently
  • Strong attention to detail and the ability to multi-task projects and deliverables

Step 4: Source Candidates

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.

  • Begin with what to expect from the role at your company?
  • Why should candidates apply for the position?
  • Highlight the growth opportunities
  • State the company vision and mission
  • Briefly describe the recruitment process

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:

  • LinkedIn
  • Indeed
  • Instahyre
  • ZipRecruiter
  • Monster
  • GlassDoor
  • CareerBuilder

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.

Step 5: Evaluate Candidates and Interview Shortlisted Ones

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.

Step 5: Make the Hire

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.

  • Get the required documents and set up the offer agreements with candidates
  • Organize an orientation session for the onboarded candidates
  • Introduce them to the entire team and the marketing teams they will be working with
  • Guide the new candidates about your company management tools and communication channels
  • Provide candidates with forms for benefits and perks like Health Insurance.

Supercharge Your Hiring for Content Marketer with Nurturebox

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:

  • Install the Nurturebox Chrome plugin and sign up.
  • On your LinkedIn profile, start sourcing Content Marketers with boolean searches stating the required experience from targeted locations and including other criteria
  • Add the qualified candidates to your sourcing campaign pipeline with just a click
  • Automate the candidate engagement through email, Whatsapp and LinkedIn direct messages for reaching out and nurturing candidates at scale.

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