Today’s tech-savvy market demands data-backed, personalized relationships and marketing automation can deliver
Did you know that the average American Millennial will hold 12-15 jobs in their lifetime? Or that the average Briton will hold six jobs? Either way you slice it, that’s a lot of job hopping! And for recruiters, it means opportunities abound…
Relationships Are at The Heart of Recruiting
Building relationships has always been essential to recruiting, but it’s become even more important as the number of jobs we’re likely to hold throughout our careers has increased. For recruiters, this job hopping means that once a candidate is placed or a position is filled, they’re not “gone forever.” That exact same candidate or position may very well become a viable avenue at some point in the foreseeable future. As a result, recruiters now need to continue nurturing relationships even after reaching the goal of a successful placement.
And just as the need to build relationships has evolved, so too has the approach to doing so. In today’s digital world, recruiters need to find new ways to connect with both candidates and employers and to sustain these connections long term. Furthermore, recruiters would be remiss not to take advantage of data to make more informed decisions.
Making Relationships Digital with Marketing Automation
While nothing can replace the human touch, recruiters now need to balance physical and digital outreach when building and sustaining relationships. To achieve this balance and make candidate and employer engagement alike more intelligent, more and more recruiters have turned to marketing automation.
Although recruiting and marketing are certainly different, it turns out there’s a lot of overlap between the two. For example, both recruiters and marketers seek to build relationships, foster trust, uncover new leads and warm up prospects for the ultimate goal of conversion. And all of these are efforts with which marketing automation can help.
In general, a marketing automation platform can bring intelligence (and in many cases efficiency) to a variety of efforts, such as lead nurturing, campaign planning and execution, campaign effectiveness measurement, website visitor identification and more.
Looking at recruiting, in particular, marketing automation can help engage with candidates and employers across multiple channels — email, social media, events, etc. — to build relationships.
Why Marketing Automation Makes Sense for Recruiters
Do you as a recruiter absolutely need a marketing automation platform to build a relationship? No, you’ve likely done just that without the help of a marketing automation platform for years. But you do need a marketing automation platform to build and sustain a personalized, digital relationship — and that’s exactly the type of relationship that matters in today’s tech-savvy recruiting market.
Specifically, marketing automation can help recruiters build stronger relationships by:
- Engaging across platforms: From email to social media to text message to phone calls, the list of ways to engage with others is seemingly endless these days. A marketing automation platform can help drive engagement across any number of platforms as well as tie information together across these platforms (e.g. to make clear that a conversation on Twitter and a click in an email both came from the same person).
- Building trust: Because a marketing automation platform makes it easy to drive engagement on multiple channels, it paves the way for more consistent communication in more ways. For example, you might use these different channels to share thoughts on changes in the workplace, highlight career trends in different industries or offer advice on resume building. And the more candidates and employers engage with you, the more likely they are to trust you for their recruiting needs.
- Improving knowledge about preferences: More engagement with candidates and employers also leads to a greater knowledge about who they are and what they’re looking for. A marketing automation platform collects information every time users engage, and that helps build a profile that captures nuances like topics of interest or preferred channels for communication. And the more you know about candidates or employers, the more you can personalize your relationship with them.
- Getting the timing right: Getting the right message in front of the right person at the right time is a must, and the knowledge about candidates and employers that a marketing automation platform can capture can help you do just that. For instance, it can differentiate between a candidate who just accepted a new job (who might be interested in tips to succeed in a new role) versus one who is still looking (who might be interested in interview advice) versus one who isn’t actively looking for a new job at all (who might be interested in a report on new trends in their industry).
- Nurturing relationships long term: Even if someone isn’t ready to make a job change or a company doesn’t have an open position to fill right now, it doesn’t mean they won’t have those needs going forward. Therefore, you need to keep these candidates and employers warm by nurturing the relationship long term. A marketing automation platform can help by continuing to drive engagement and capturing changes in activity and preferences.
- Providing insight: How well did a campaign do? Did an email receive a lot of opens and clicks? Who took action from a personalized ad? A marketing automation platform can answer all of these questions and more to provide insight on recruiting performance. You can then use this insight to understand what’s working well (and what’s not) in order to make improvements to future efforts.
Tying It All Together With CRM
As if the above wasn’t enough, you can supercharge the benefits of a marketing automation platform by integrating it with your firm’s CRM system. This integration makes it easy to drive candidate and employer leads forward or push them back to a nurturing phase as needed and to keep all information consistent and up to date. In doing so, this marketing automation-CRM integration improves visibility and allows you to develop truly personalized, digital, one-on-one relationships at scale.