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LinkedIn Sourcing Tactics To Find Ideal Candidates

October 27, 2022

Recruiters are always on the lookout for hidden gems and undiscovered talent. Finding candidates that fit perfectly with your organization is every recruiter’s dream. While most recruiters are on the hunt for top talents, many might miss out. 

Sourcing the right talent poses to be a challenge for many recruiters. However, amidst the competition, it’s essential to have your eyes open. Hire top candidates who fit your role or else settle for less. To begin with, you need to prioritize the platforms you look into while searching for candidates. We asked around recruiters at Ideas2IT to find out which platform or tool they prefer to search for candidates. LinkedIn clearly stood as one of the most preferred platforms to seek professionals. 

LinkedIn has about 310 million active monthly users—which means it’s easy to find talents who are looking for change. Along with this, using a tool that acts as a plugin to source candidates through automation, track applications, & offer personalized JD options is a big win. NurtureBox is an all-in-one powerful tool that does all that is mentioned. If you want to have access to a tool that eases out regular recruiter tasks and provides a seamless recruiting experience—you should try NurtureBox!

The path to success is never short or easy. Only having an advanced tool doesn’t assure successful hiring. You need to learn about several tactics that apply on LinkedIn so that you find exceptional candidates. The right tactics often help in speeding up the process of hiring on LinkedIn. 

But before we dive into the tactics, let’s talk about why sourcing is fundamental. 

What is Sourcing?

The average time taken by a recruiter to source candidates for one open position is—13 hours. For recruiters and hiring managers, it is quite hectic to look for candidates, engage with them, and finally manage to get them onboard. Imagine the situation when it comes to hire for multiple roles. The job market is full of exceptional & qualified candidates, but the task of approaching the right candidates is tough. Why? As a recruiter, you need to cut through the competition of thousands of organizations trying to get to that one candidate. 

To put it in simple terms, sourcing is the process of hiring candidates that fit rightly into a position that is open in your organization. Sourcing includes everything from identifying the need for filling a position, recognizing the skills required for the role, approaching candidates, & offering the job. 

Currently, recruiters are constantly grappling with handling multiple recruitment tasks. Sourcing automation tools come as a great help to them. In order to hire quality talent and make a better hiring process, a sourcing automation tool is a must for all recruiters. Take the example of a phenomenal tool—NurtureBox—a powerhouse for all recruitment needs. Hiring managers can ward off the manual tasks of hiring with a sourcing automation tool. How? Read our blog on ‘Why Do We Need a Sourcing Automation Tool?’ 

Using a sourcing automation tool can reduce the inconsistencies & human errors often made while recruitment.  

Why Is Sourcing The Right Candidates Important?

For a robust talent management system, sourcing stands crucial. Having a candidate database helps the organization to pick the right candidates during a vacancy. When you have the right set of candidates in place, it takes less time to engage with them & turn them into active hires. ‘Talent Scarcity’ is a term that poses a threat to most recruiters—they struggle to find suitable candidates for a role. Mostly, this happens when there aren’t enough skilled candidates. Recruiters don’t have sufficient time to invest in finding the right ones. 

Few factors that must be considered while sourcing candidates—

  • Communicate directly with candidates during interview process to know their skills and strengths
  • With the process of scouting candidates, recruiters get to control the quality of employees within the organization
  • Maintain diversity while sourcing as you want individuals from various backgrounds to be part of the organization
  • Sourcing allows interaction & engagement with candidates even before a position opens up
  • Include popular sourcing platforms such as LinkedIn to connect with candidates from every sphere of industry

Parameters To Set While Looking For Candidates in LinkedIn

LinkedIn is the go-to platform for candidates who wants to be seen by recruiters. For a job switch too, candidates often opt for LinkedIn to make their decision—about 75% of candidates did so. Recruiters too can make informed hiring decisions with data collected from LinkedIn. While the search for the ideal candidates isn’t that easy on the platform, recruiters can try out tools like NurtureBox. With an advanced tool in hand, seamless recruitment is possible. 

No doubt, for hiring managers it makes perfect sense to use LinkedIn—for the platform solely focuses on connecting with professionals around industries. Professionals who are on LinkedIn know their purpose & automatically are more keen to be reached out by recruiters. 

However, to use LinkedIn effectively, you need to know few pointers. 

  1. Build an impressive company profile

Before anything, focus on building a robust company page on LinkedIn. Take cues from other company pages and see what’s trending—how they’re engaging viewers to their page. 

Company pages are strikingly different from a professional’s page. So, make it look like that. Add videos of office activities, recognitions, rewards, employee review, & more. A company page has followers, not connections—post content that engages your followers. A follower is 95% more likely to accept an InMail from your page. The chances of them responding to your message is more as they know you & regularly follow your content. 

Companies are largely focused on creating videos that tell the story. Videos act as a great way to interact with candidates, inform them about recent updates, and enable to stick around. Through such videos, recruiters can also post or notify about a recent job opening, requirements, and description. 

Fill the LinkedIn page with your company aesthetics—logo, caption, or relatable motivational quotes. Post content that reflects about your company ideals and ensure your followers connect to them! When you post regularly, followers will connect, engage, and find interest in your company.

  1. Catch them when they’re online

Whether or not you’ve an engaging company page, the truth is—you need to interact with candidates. Hiring or sourcing starts only when you start the conversation & the candidates respond. The effectiveness of using LinkedIn for sourcing depends hugely on using it at the right time. LinkedIn has almost all professionals relevant to your requirements, but you need to have one-on-one conversations.

For instance, LinkedIn recommends sending InMail to prospects between 9 and 10 am in the weekdays. It’s quite understandable because we all spend the first hour of our workdays checking emails and notifications. 

Sourcing candidates in the weekends is not a good idea—avoid it unless they’ve agreed to schedule an interview. You won’t get much responses if you send out InMails on weekends.

  1. Avoid sending generic messages 

Imagine you were receiving same kind of messages from a hundred recruiters—what are the chances you’d reply? Something different & unique always catches our attention. Same for the messages you send to candidates on LinkedIn—never forget to personalize! Personalization means sending carefully crafted InMails to each candidate. Not sending same impersonal messages to around ten people.

LinkedIn catches spammers easily, you may be blocked in case you don’t add personalization. Personalized emails do six times better than general emails. The impact of personalization on LinkedIn is no less—for example, referring to a mutual connection or a former common manager can do wonders. Automatically, you will have more responses this way.

It might take more time to write personalized messages, but that’s more beneficial than you think. Mention about a skillset that has caught your eye, tell them that their experience is what you’re exactly looking for, or comment on the recent blog they’ve written on their company website. With such an approach, you’re bound to have people responding to your InMails.

  1. Join groups that are relevant 

For every company that runs its official page, there’s always a recruiter’s page that supports. Even if you have your company page up & running with regular updates, there are some restrictions. Recruiters often interact as individuals in groups and with candidates. Finding people in groups works effectively. Connecting with a candidate who are in the same group as yours greatly helps in getting a positive response.

For sourcing, use LinkedIn groups in a way that looks smooth. Look for and join groups that you can connect with easily. The group can be dedicated to sharing of job openings, talking about industry updates, networking, and more. There are groups even that are dedicated to one specific role. 

Interacting in a group after joining is a must. Being a silent audience wouldn’t earn you any brownie points. Suddenly coming up with a post won’t fetch you any responses—chances are slim. Stop by the posts and make sure you interact with the rest. Be a known page to the rest of the group members. 

Sourcing Tactics On LinkedIn To Find Candidates

  1. Look for the older search results.

Sometimes candidates that you’re previously interested in may turn out to be the potential candidate for your new role. A good place to start on LinkedIn is your search history. Go back few pages and see who you searched for. This works when the first few pages on search shows up similar profiles. Anyhow, advanced tools like NurtureBox helps with this. It helps find relevant profiles with its sourcing automation feature. You won’t see same profile showing up when you’ve already passed on. 

  1. Go to the end of a candidate’s profile.

Many recruiters make their decision based on what they see at the top of a profile. We suggest you dig deeper into a profile. Look for the candidate’s profile so that you don’t miss out on any information. From a profile, it’s easy to understand what a candidate brings to the table. Assessing whether the candidate is right for the organization or not is often found from their LinkedIn profile information.

  1. Talk about your company’s USP at all times.

For organizations that are small or medium, you need to earn the attention of candidates. Send messages that include intrinsic details about what you got for them. Maybe include the latest happenings within the organization and future plans.This is a good practice if you want candidates to identify your company from a hundred others. Keep things to the point, add few links to the blog site, share anything to show how much you care for employees—like talking about mental health workshops.

  1. Track candidate interest in your content.

If you have eyes on a particular candidate, ensure everything you share is clear. Vague information may ward them off, resulting in loss of interest. What most candidates look for now is a link or a video that has enough information about what you do as a company.Adding UTM codes to such links can help track these candidates. Tracking emails—whether or not a candidate opens it is easy too. Tracking candidates means you can understand when a candidate shows interest in your company—if they’re clicking on a link repeatedly.

  1. Automate steps while interacting with candidates.

Scheduling interviews can be repetitive. That’s why with the power of automation, recruiters can smoothly schedule interviews on time. Keeping a calendar tool handy is a good way to avoid going back & forth. With LinkedIn Recruiter, provide your availability on InMail giving access to candidates as when they can be available for interviews. Use the time you save here in personalizing.

  1. Consider including underrepresented groups.

Diversify candidate pool by including people from underrepresented groups such as LGBTQ+ community. Add keywords like ‘employee resource group’ to boolean strings to get a whole new set of page results. 

  1. Uncover hidden candidates after rectifying errors.

Expand the keywords that you usually search with. Try to rectify the misspellings of few job titles and skills to uncover hidden candidates. For instance, many engineers put an extra ‘e’ while mentioning their title. Recruiters must be aware of any typo to find more people on LinkedIn. 

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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