But wait, isn’t the goal of all content to convert passive candidates into active applicants? No, not even close. Consider your process when making a large purchase like a car or going on a vacation. Is the first thing you want when you start looking to have a salesperson trying hard to ‘close you’? Not likely, you are most likely looking for information that will answer questions you have.
For your recruitment marketing automation strategy to be effective, you need to understand where your candidates are in the journey. At CandidateHub, we have identified four stages that candidates go through in the application journey: Awareness > Interest > Consideration > Action.
These four stages are the candidate funnel, and knowing where each candidate is in that funnel makes nurturing candidates much more manageable. This is the heart and soul of Recruitment Marketing Automation. Having the right system in place to analyze a candidate’s behaviour and engagement with your content and predict where they are in the funnel allows you to push the right content out to the right candidates at the right time.
Nurturing candidates using automation ensures that the content your potential candidate is seeing is relevant to them based on the stage they are in of their particular journey. For example, candidates in the awareness stage are most interested in education around skills and career development. In contrast, candidates who are in the interest stage want to know what life is like at your organization.
With a robust recruitment marketing automation platform in place, you can allow the platform to do all the heavy lifting to nurture your candidates and enable recruiters to focus on doing what they do best, engaging with and building relationships with those who are ready for action.
Recruitment marketing automation is the future for a reason. It enables recruitment marketing teams to personalize the candidate journey, improve the candidate experience, attract higher quality talent and convert talent much faster.