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Recruitment marketing campaign examples that actually work

Danielle McClowFebruary 10, 2022AwarenessConnectionCRMRecruitment Campaigns

Building talent pipelines might seem fruitless in a time when people have MILLIONS of options; it has many of us in TA/HR thinking why bother with a talent pool? The reality is talent pools are still detrimental to your talent acquisition strategy. Bottom line: Talent pools support you in accelerating your candidate connection.

Accelerate candidate connection with CRM campaigns

With today's labor shortage and hybrid work options, candidates have lots of options to choose from and aren't super keen on joining a bunch of talent networks unless they see a real reason to do so.

That's why you need to put your efforts into building targeted talent pools.

What are targeted talent pools?

Targeted talent pipelines focus on specific talent groups with specific roles and messaging that hones the benefits and interests of the people needed for the open roles. AI-driven sourcing within the CRM intelligently suggests people based on engagement and skills, making it easy for your sourcing teams to build pipelines and create automated workflows to trigger communication.

NOTE: The communication needs to target individualized people. There's no point in having targeted pipelines if you don't work on persona-based messaging.

Regardless of where you're engaging with people to build your pipeline, the CRM automatically nurtures interested people while infusing opportunities to create their profile tracking activity each step of the way.

How can you segment talent pools?

To really benefit from targeted talent pools, you need to know what to target and why. Before selecting skillsets for your AI-tools to recognize and highlight in your CRM, you need to program the CRM right first. This can be accomplished by asking yourself:

  1. What are the roles and skills my company needs today and in the near future?
  2. What's my time to fill, on average?
  3. What's the projected growth?
  4. How diverse are my sources?
  5. Are we receiving quality candidates from frequently used sources?

Now that you know where you stand today and where you want to be tomorrow, you can group candidates based on similarities and let AI help you to build targeted talent pools based on:

  • Education level
  • Skills
  • Work experience
  • Interests
  • Location

How should CRMs work?

CRMs are often clunky and lack an intuitive user interface. They force users to toggle between systems, engage in multi-step workflows, and decipher disparate data.

Plus, talent network sign-ups can be misleading and lackluster on the candidate side. (Too often, talent network communications are sparse and send over job alerts for roles that aren't appealing to the person who signed up.)

Examples of smart recruitment marketing campaigns

CVS Health CRM Campaigns

CVS Health surpassed five million contacts in their CRM talent network and hired 61 thousand people during the height of COVID-19 in March 2020.

CVS has a multi-faceted recruitment marketing approach complete with one amazing way to accelerate connection: adding a talent network login to the career website.

This login option is an easy way to allow candidates to opt into more content and job postings.

NOTE: The more options you give candidates to opt-in outside of applying, the more potential talent you can tap into in the future and the higher chance they will engage with your brand.

The tools you need to grow and retain top talent

Take a look at outcomes
Awareness icon

Raise awareness. Spark interest.

Get in front of the right people, at the right time, with the right message. The result? Greater brand awareness and expanded right-fit talent network.
connection icon

Develop stronger relationships

Strong relationships and connections lead to better talent engagement and higher conversions.
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Raise awareness
Get in front of the right people, at the right time, with the right message. The result? Greater brand awareness and expanded right-fit talent network.
Build connections
Strong relationships and connections lead to better talent engagement and higher conversions.
Assess qualifications
Take the guesswork out of candidate selection with an objective view into a candidate’s skills, competencies, and culture fit.
Boost retention
Create more opportunities for the talent you hire to become loyal brand advocates who choose to grow with your organization.

Brand services

video interviewing benefits icon 2Employer value proposition
Bring your EVP to life through powerful insights, creative, and validated messaging that connects with the talent you seek to attract and retain.
social content marketing iconSocial and content marketing
Candidates and employees are proactively engaging with companies across multiple channels. If organizations aren’t present, they’re not considered. We can help.
recruitment events benefits icon 2Recruitment campaigns
Leverage effective campaigns that flex across multiple channels, audiences, and touchpoints to drive impact and applications.
evp iconEmployer branding
Manage your Employer Brand for impact and effectiveness. Together we clarify your differentiators to connect with the right talent.
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Having trouble with your chatbot?
Help candidates get questions answered about your company, open roles, and more through a friendly chatbot on your career website.
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