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Reduce drop offs in the hiring pipeline - Candidate engagement

July 7, 2023

Contrary to the times when organizations would have an upper hand—tables have turned & the job market has become candidate-centric. Candidates have more options now than ever before to choose their preferred roles. Even though the current job market is booming with possibilities for talented candidates. Unfortunately, there aren’t enough candidates to fill in the vacancies. 

Taking a look at the shortage of candidates in the job sphere—we can tell you how the dynamics have changed over the last few years. Candidates think differently now about the roles they want to fill. In addition, there are numerous factors involved in how candidates perceive themselves in a position & the organization they’d be working for. 

In order to ascertain talent engagement, it’s vital to have clear succession plans & near future goals ready. With a sudden freeze in hiring, recruiters are stuck in a state of limbo. The talent pipeline surely is a wreck amidst the dearth of candidates around. 

As a matter of fact, 86% of candidates evaluate & research thoroughly before applying for a job. Why? It’s because candidates now emphasize more the quality & the overall well-being that comes with a role. Therefore, building the talent pipeline must be based upon having only the desired, talented, & suitable candidates. 

Even if you aren’t hiring now, it’s a good thing to build your talent pipeline. Aim to include the best possible candidates in your team! Having a robust talent pipeline means having your resources ready to be used when the need arises. 

Over the pandemic times, we have noticed a trend—drop-offs by candidates. The biggest mistake that you can do with candidates in your hiring pipeline is not engaging with them enough. Even though we have spoken of that above, we need to tell why there has been a rise in candidate shortage around the industry. 

According to a report by U.S Labor Department, roughly 47 million people have left their jobs last year. Organizations are making every effort to retain candidates. 

Now to consider the most pressing concern—why is there an increase in the drop-offs by candidates? We will answer it for you.

  • Candidates are less prone to switch jobs. If we take a look at the covid times, millions lost their jobs only in the first year. Individuals have witnessed or experienced the dreadful times of losing jobs. This has led them to think about leaving their jobs for better pay. While some have benefited from the trend of working remotely, others have struggled to keep their jobs. The situation has conditioned individuals with stable roles, work-from-home benefits, & regular salaries to keep what they have. Hiring trends automatically halted. 
  • Top talents coming up with their own ventures. It goes without saying that top talents found this time the best opportunity to give shape to their ideas. They found enough time to think over the business plans that were shelved for a long. Startups and small businesses popped up & many of them made a huge impact in the market. As a result, hiring managers weren’t at much luck with experienced candidates. Even though the talent pipeline couldn’t be filled with top talents who had their own ideas, freshers were in luck. 
  • Demand for experienced candidates continues. Post-pandemic times businesses are trying to recover their operations with the most experienced candidates. While freshers may bring in fresh ideas, there’s no doubt that experienced candidates have more hands-on experience. To get things back in action, nothing can work better than experienced folks—thinks most businesses. 

Recruiters can follow pretty simple methods to reduce candidate drop-offs. 

  1. Automate the hiring process

Hiring becomes seamless and faster when you automate the process. The technology involved in the hiring process can automate job posting, applicant tracking, candidate hiring, etc. Make use of tools such as NurtureBox that optimizes the recruitment process with sourcing automation. 

  1. Keep a smooth road

Candidates dropping out during the hiring process is the last thing you want. For that, you need to get rid of any roadblocks on the way. The complicated application process, elaborate steps, paperwork, and lack of communication—are a few reasons why candidates lose interest in the job. By streamlining workflows, you’ll be able to retain candidates till the end.

  1. Checking candidate backgrounds

Checking the background of each candidate is crucial before you hire them. It’s one of the many touchpoints in the candidate's journey. Without proper background checks, companies face the trouble of losing candidates earlier than expected. Screening of candidates' backgrounds can be done easily with automation.

  1. Integrated partnerships

Think about having integrated partners to reduce candidate drop-offs. The new age workspace allows multiple integrations & collaboration for improved performance. The best idea forward is to deploy platform-related capabilities that promise assured results. Take NurtureBox as an example of an automated tool with integrations as support. 

  1. Indulge in an investment

You cannot go wrong by investing in automation. It’s surprising yet amazing to know how much automation impacts candidate hiring. It helps in an overall reduction of candidate drop-offs, improves the quality of recruitment, and increases engagement—all is done in a seamless manner. In order to deliver a better candidate experience, automation is a must-have now. Tools that offer automation are best to have.

How Does Talent Engagement Help In Reducing Drop-offs?

Much like a sales funnel, a talent pipeline moves potential candidates gradually to hiring through various engagement stages. The top of the funnel for a talent pipeline is to make a passive candidate turn into a successful hire! Therefore, talent engagement is essential.

Imagine this scenario: you’re a hiring manager that needs to fill a highly-valued position that has been vacated recently. As we know, hiring typically takes about 34 days on average, you don’t have that time. But when you have a talent pipeline ready, it takes much lesser time to pick candidates that fit into a position. 

Typically, all talent pipelines are created with one goal— to have talented & skilled candidates handy. Candidate engagement is crucial in the talent pipeline because it’s always not about filling roles. The talent pipeline is focused on engaging with candidates & building better relationships with top talents to meet future needs. 

Engaging Candidates in the Talent Pipeline

Take advantage of Chatbots

Chatbots are a great way to keep the conversation going with candidates, enabling them to know an organization better. Candidates may have many questions about the positions available, the application process, & what benefits the role brings them. For organizations that are packed with a whole lot of tasks & recruiters don’t have enough time to answer your questions, consider having chatbots. 

In order to answer all the common queries of your candidates, deploy a chatbot on your website. In this way, you can avoid candidates from getting frustrated about no replies from your side. With the help of chatbots, candidates will be able to get answers to some of the basic information about your organization. 

Keep no doubt about how well candidates are going to embrace chatbots, as most websites have them already & individuals are quite well aware of the concept (thanks to Alexa and Siri!). 

Be responsive to candidates

Being responsive to candidates earns you brownie points. Every candidate wants to receive a confirmation email saying their ‘application has been received’. There are about 96% of candidates who apply for jobs stay wary of whether their application has been received or not. Making use of automation, send email verification to candidates on time. Personalization even in automated emails is doing quite well. Candidates read through it & look forward to working with an organization that values communication. 

Further into the application process, even with candidates that do not make it to the next round—sending out a ‘thank you’ message tells a lot about your organization. The point is to add value to each candidate.  With automation, you can create a great employer brand reputation! 

Keeping candidates engaged in Talent Pipeline

We’ve spoken before about the advantages of keeping talented candidates in the talent pipeline. But, keeping them there isn’t the end of it all. Typically, there might be numerous talents around the industry who are open to opportunities. At this point, you may not be the one who is looking to hire. Having candidates in the pipeline and nurturing them is the best way to prevent them from getting cold. 

Keep the candidates in your talent pipeline always engaged. Send them newsletters, and keep them updated with the latest press releases. The target is to keep them in the loop so that they don’t forget you exist! Basically, keeping the communication lines open. A great way to do this is to post on social media regularly. Stay connected with candidates through motivational quotes, a few words from your CEO, fun activities at the workplace, & more.

The aim of reducing drop-offs in the hiring pipeline is to keep a resourceful workforce. You may not be hiring every month, but make sure that your talent pipeline is ready. Engage with the candidates that you keep in the talent pipeline. Top talents are tough to catch, mostly because either they’re not willing to switch or they have better opportunities in hand. Ask yourself, what makes you a better option for them? Why should they join your organization? 

Benefits of Talent Engagement

Talent engagement begins from the time a candidate shows interest in an organization and continues even after a candidate is hired. This means talent engagement is a consistent process and must continue till the time you think a candidate is significant to the organization. Techniques in carrying out talent engagement are not that difficult to follow. All you need is consistent efforts in retaining a candidate for as long as you want.

Let’s take a look at the benefits that talent engagement brings in—

-Increased opportunities

A candidate or an employee needs nurturing—constantly reminding them of your organization is a good practice. For a candidate in the talent pipeline, it’s easy to forget about your organization. Sending them newsletters, personalized emails, and sharing fun activities of your company is a good way to be in their minds. Similarly for an employee, appreciating their efforts through rewards, benefits, and accolades work best to make them feel they’re important. In the first case, there are more chances of candidates turning into employees. And, candidates who feel important, become even more productive in their duties.

-Improved communication

You’ll notice a difference when communicating more with your employees. Increased interaction improves relationships with employees. Interact with candidates or employees to let them know about the latest news about your organization and more. We all know interaction with candidates or employees on a regular basis is important. Sending emails from time to time, personalized emails, and even interacting on popular messaging platforms like WhatsApp. Easy way to do it is through NurtureBox—a tool that comes with amazing features!

-More profitability

A workforce that is motivated will be more dedicated to the organization. The best way to earn more profits is to nurture the employees that work for your organization. Ensure that you take care of your employees, know what they need, and offer them an amazing work environment. When these things fall in place, profitability is guaranteed. Make more profits with a bunch of motivated employees.

How NurtureBox play a vital role in talent engagement?

Imagine having a tool in hand that can act both as a talent engagement and sourcing automation tool. Well, that’s NurtureBox for you! This tool makes hiring so much easier. For talent pipeline only, the AI-powered tool can do wonders. When it comes to talent engagement, the tool allows you to send personalized emails, carry on conversations on WhatsApp, and do a lot more. Moreover, as a sourcing automation tool, it allows integrations such as Greenhouse and recruitee that fetches candidate data to make reach out easier. 

Track candidates, send emails & messages, and engage with them like never before! NurtureBox is an all-inclusive tool with integrations that make recruiting seamless. Unique features like approaching candidates via WhatsApp messaging are game-changer when it comes to engagement.

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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