The golden rule of talent engagement

by Tim Walker Sep. 4th, 2024

Category: Tips, Tricks, and How-Tos

This post was contributed by Bullhorn Marketplace partner Staffing Future.

It’s easy for recruiters to fall into the trap of treating candidates like products or commodities. Just a few years ago, candidates were plentiful, and enticing a candidate to switch jobs was often as simple as offering a big salary boost. However, the current labour market shortage coupled with a labour participation rate at a 40-year low means that recruiters must come up with simple, easy, and innovative ways to engage and entice talent.

In addition, every candidate is also a consumer accustomed to a high-level experience online. Consumers expect to be able to order anything in a few clicks. Your talent engagement strategy should take a page from your favorite clothing or apparel brand. Are you treating your candidates like buyers? Are you giving them a reason to check out and apply for a job? What keeps them coming back for more?

We have to give candidates more. In fact, candidates expect more. Today’s candidates prefer frequent communication, engagement, and a streamlined process. Two-thirds have given up on a job because the process took too long, and three out of five workers want recruiters to reach out at least once a week.

Recruiters and agencies should remember the golden rule for candidate engagement: our candidates are our customers, too, and they should expect the same level of service and experience as clients. 

To enhance your candidate engagement, you can borrow several best practices from modern marketing and customer engagement strategies. Here’s how:

Optimize the shopping experience

Your website and job board are the heart of your talent experience. It’s where your talent will “buy” your product. This means your website needs to stand out from your competitors and offer a seamless user experience. Ensure that your site is mobile-friendly, loads quickly, and features a clean, intuitive design. An optimized user experience will not only attract candidates but also retain them through the application process. Consider implementing chatbots or live chat options to answer candidates’ questions in real-time.

Reduce abandoned applications

E-commerce specialists will tell you that more than 70% of online shopping carts are abandoned. Similarly, a complicated or lengthy job application process can deter candidates from completing their application. Simplify your application process by reducing the number of steps and minimizing redundant data entry. Implement quick-apply features through platforms like Indeed or LinkedIn and ensure seamless integration with your ATS to streamline the process and reduce friction. Think also about allowing applicants to save jobs or sign up for job alerts so they can apply for similar jobs as soon as they are posted.  The key is to make all of these experiences easy. The devil is in the details, or perhaps the lack thereof.

Improve targeted email campaigns and personalized recommendations

Email remains a powerful tool for engagement. Use this to your advantage by sending targeted job alerts and personalized recommendations. Tailor your email campaigns based on candidates’ previous interactions, preferences, and behaviors. By offering job alerts that align with their career interests and skills, you’ll keep both active and passive job seekers engaged and interested in opportunities with your company.

Offer something more

To stand out in a competitive job market, you need to offer candidates something better. Consider how you can provide additional value. For instance, offering candidates insights into company culture, career development opportunities, and flexible working arrangements can make your job offerings more attractive. Platforms like Staffing Future Skill Marketing allow you to market talent to targeted lists of clients. Imagine giving top talent the opportunity to feature in daily or weekly emails and social posts targeted directly at prospective employers. This not only boosts their visibility but also enhances their chances of finding the right job match, effectively turning your talent into your company’s USP.

Foster a strong employer brand

Your employer brand plays a crucial role in attracting and retaining top talent. Build and maintain a strong employer brand by showcasing your company’s values, culture, and employee testimonials. Share success stories, highlight your company’s commitment to diversity and inclusion, and communicate your corporate social responsibility efforts. A strong employer brand will resonate with candidates and make them more likely to engage with your company.

Emphasize relationship building

Engaging with talent is not a one-time interaction; it’s about building and nurturing relationships. Develop a candidate relationship management strategy that allows you to stay in touch with potential candidates even when there are no immediate job openings. Regularly update your talent pool with relevant content, industry insights, and networking opportunities. Building a network of engaged candidates will pay off when future opportunities arise.

Implement data-driven insights

Leverage data analytics to understand candidate behavior, preferences, and engagement patterns. Analyzing metrics such as application completion rates, email open rates, and candidate feedback can provide valuable insights into what works and what doesn’t. Use this data to continually refine and improve your talent engagement strategies, ensuring that you meet candidates’ evolving expectations.

Talent engagement is becoming increasingly important as the market tightens. By applying these best practices, you can create a more compelling and efficient candidate experience that not only attracts top talent but keeps them engaged throughout their job search journey. 

Have questions about your talent engagement strategy? Get in touch, and let’s talk about how to elevate your job board and talent marketing strategy!