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6 Talent Sourcing Strategies to build a strong pipeline.

July 7, 2023

“Acquiring the right talent is the most important key to growth. Hiring was — and still is — the most important thing we do.”
– Marc Benioff

Marc Benioff spoke volumes about talent sourcing when he said that the right talent is the most important key to growth. Why do you ask? If you delve deeper into the concept, you’d know that while hiring talents, you need to keep a lot of things in mind. It all starts with the assessment of what you’re looking for in a candidate. When you hire a candidate with all your might, you would want the candidate to put in the effort & become an integral part of the organization. A candidate’s contribution to the organization is all that counts for a bright future. 

The ideal world for recruiters looks something like this: candidate applications flow on the career site of your website & you’re spoilt with choice as a recruiter to hire the best candidates. What we don’t understand is that this isn’t the scenario for most recruiters. Recruiters today have to be innovative, speculative, determined, and more proactive in their approach to hiring candidates. 

Since candidate hiring doesn’t happen in a day, recruiters have to juggle multiple tasks in a day to ensure a seamless recruitment process. In all this, one thing remains constant—the search for ideal candidates. Talent sourcing as a concept embraces the whole process of hiring candidates. 

According to LinkedIn recruitment statistics, 60% of candidates use online job portals, 56% find jobs through professional networking sites, and about 50% of candidates find them through word of mouth. From this, we can understand why it’s important to emphasize talent sourcing strategies. Before we dive in to know about the strategy, it’s vital to understand the concept in detail.

What is Talent Sourcing?

The aim of talent sourcing is to find out the ideal candidates for a job role. The entire process of researching, identifying, scrutinizing, and reaching out to candidates is known as talent sourcing. Broadly speaking, talent sourcing is generating a consistent flow of skilled candidates. 

Getting hold of talented candidates in today’s time has been a little difficult. Recruiters undoubtedly leave no stone unturned in finding the right way to pick candidates that fit the roles. But how long does it take to get hold of candidates? Does automation play a crucial role in making their tasks easier? What about talent sourcing software? 

As we’ve mentioned earlier, talent sourcing involves strategies to ascertain the right moves. Many recruiters use talent management software in order to find interested candidates. With 70% of the global workforce being passive talent, it’s no easy task to find the ones who are looking for change—or turning passive candidates into active ones. 

Why is Talent Sourcing relevant?

The relevance or need for talent sourcing starts when there’s an opening & the position needs to be filled. As no organization can afford to keep a role vacant for long, the search for suitable candidates begins. Adding pressure on the existing employees is definitely not a healthy practice. Recruiters are left with the options of none other than keeping a full-fledged talent pool consisting of skilled professionals. 

If you have set aside a talent pool full of qualified candidates, you’ve much less to worry. Effective talent sourcing can help bring the best of the best candidates to you. With strategies, you’ll be able to streamline the process & cut down on the time taken to finally hire a candidate. 

Now that we’re through with why talent sourcing is required, let’s dive into talent sourcing strategies. 

Top 6 Talent Sourcing Strategies You Need To Know

Talent sourcing is about finding the right fit for a position. The search for suitable candidates is not an easy task—recruiters know it the best. A wrong hire can lead to resource waste (read: time & money) for the organization. What no recruiter wants is to spend weeks after a candidate & the candidate not turning up on the date of joining. So, what does it take to get a candidate onboard and ensure that the candidate is the right choice?

  1. Checking the archive 

Believe it or not, most recruiters take a look at the candidates' list they already interviewed previously. Probably, they missed their chance earlier because they didn’t fit in the role they applied for. This time, you can give these candidates a chance if their skills appear close to what you’re looking to hire. Candidates like such have an interest in your organization, so giving them a second opportunity may turn out to be the right choice.

Never forget to look into the ATS of candidates you’ve interviewed. Stay connected with these candidates in various so that they don’t lose interest eventually. When there’s an opening, look into the candidates you have in your pipeline. You may find the ideal candidate from your existing talent pipeline. Talent sourcing gets easier when you execute this method.

  1. Make good use of social media

Social media is no more a thing that’s ‘good to have’, it has become more of a ‘must have’ for all. Much emphasis goes on building a stable social media presence. Take a look at each brand that follows smart marketing strategies, you’d see how well they maintain their pages. Same for candidates too—their profiles speak of their experiences, skills, accolades & so much more. Good thing that candidates consider themselves no less than a brand. 

If you’re thinking of only LinkedIn as the go-to social media channel, you’re wrong. Even though LinkedIn is considered one of the best platforms to find professionals, not every professional is present there. With 706 million LinkedIn users, you can’t ignore the platform at all. We suggest you move beyond it. Keep more options open. 

  1. Encourage an employee referral program

The best people to assist you in the search for suitable candidates are none other than your existing employees. Talent sourcing works incredibly well with your employees getting involved in the process. The good thing about these employees is that they know everything about your organization. Seeking help from your current employees while you’re set to hire new ones is a great step. 

Talent sourcing is a tricky task and we highly suggest that an employee referral program can be a hit in most cases. Over 45% of employees who are referred by colleagues are seen to stay on the job for more than four years. This is quite a big figure to look at when we compare referral hires to hiring sourced through job boards. 

  1. Keep nurturing the passive candidates

Never ignore your passive candidates—this is probably the best advice you can get. Remind yourself from time to time that passive candidates can turn into active hires at any time. To ensure that these candidates stay with you, never stop nurturing them. Passive candidates can change their minds anytime they want if they find a better opportunity. Staying in touch with these candidates increases their chances with them. 

Maintain regular communication with passive candidates which includes sending them regular updates about your organization. Let them think about you when they’re planning to switch jobs or seeking a new opportunity. 

  1. Bring on changes in outreach messages

While reaching out to a candidate, think from their mindset. What might be important to that person you’re trying to offer a role at your organization? To start with, we always suggest adding a promising subject line. As we know by now already—personalization is key. Personalizing can never go wrong when trying to make an impression on a candidate. Add the unique value proposition about your organization—including the good things you’re offering to candidates.

Highlighting the importance of company culture, attract the candidate to know about your organization. Talk about the aesthetics that your company believes in, the values that it beholds, and the changes it wants to bring about in the future. Talented candidates value these virtues more these days. 

  1. Using automation to improve talent sourcing

Automation brings more efficiency into anything. If you use automation, there’s a tool that you can use at every step of recruiting process. With the help of automation, you can find ideal candidates easily. Tools help you identify candidates that will be most suitable for the position. The role of automation in recruitment is undebatable. Also, look out for tools that are useful for recruiters to keep in touch with candidates. 

Send out the latest updates, news about openings, and other vital information—all through automation tools.  Keep your talent pool busy and enhance employer brand experience to candidates with the help of automation tools.

Before we end our discussion, we want to leave you with food for thought. Do you think there’s any difference between talent sourcing and recruitment? If so, why do you think so? Well, we have a small take between the two.

Talent Sourcing vs. Recruitment

To begin with, talent sourcing is about converting passive or potential candidates into active ones. Recruitment comes in next, contextually, it means turning applicants into full-time employees. Therefore, talent sourcing is the beginning of the entire recruitment process.


Talent Sourcing is more about planning, strategizing, and implementing. Even though it’s the starting point of a recruitment process, we cannot think without it. Before you start with talent sourcing, have a full-proof plan of how you envision doing it. 

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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