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If you are using SAP SuccessFactors Recruiting and Recruiting Marketing (a.k.a. Career Site Builder), we hope you have ventured into working with the Candidate Relationship Management (CRM) tools including talent pools, landing pages, and email campaigns. Each one of these have their place and should be part of your recruiting toolkit. In this blog, we’ll talk specifically about why email campaigns should be part of your recruitment strategy. Email campaign functionality in SuccessFactors is a powerful tool and when used appropriately can be an excellent sourcing tool for recruiters.
So, why should you be using email campaigns?
First, emails are accessible no matter where you are. These days, everyone is attached to their mobile device, which means checking email is quick and easy, and if you think about it, you probably check your email multiple times per day.
Next, SuccessFactors email campaigns are trackable, meaning you see views, unsubscribes, etc. which helps you understand how your recipients are responding to your emails.
Finally, email campaigns can help you engage with candidates on a personal level. They are an easy way to put information into the hands of potential jobseekers. Whether you are sending out information about job postings, news about your organization (which can bring brand awareness and recognition), or tools to help candidates build their knowledge and skills, you are able to reach candidates and share those things that are important to them.
Now that we understand why email campaigns are important, let’s talk about how we can use them.
#1) To Share Job Postings
The most obvious way to use email campaigns is to share job postings with a large number of candidates. This type of message has its place, whether you are opening a new location, bringing on seasonal help, or have some hard to fill positions. They key here is making sure you are sending your emails to the right audience. For example, you would not want to send an email advertising nursing jobs to candidates who do not have the credentials to be a nurse. It’s important that you are aware of the skills of your candidates and source to them appropriately. Believe it or not, we have seen this happen and you get more negative feedback from candidates wondering why they are receiving emails about job postings that are not within their area of interest, scope, or ability.
#2) To Keep Candidates Warm and Promote Brand Awareness
Email campaigns serve other purposes besides sending out links to job postings. There are times when you don’t have any jobs available for a specific group of candidates but as a recruiter, you still want (and need) to find a way to engage with them. Email campaigns can help you do that. Let’s say for example, some of your candidates are interested in your culture and commitment to the community. Send them a newsletter about what you are doing in that space. Perhaps they are interested in your Diversity and Inclusion efforts; use email as an opportunity to keep them updated.
This technique helps keep your organization in front of the candidate, and allows you to continue building your relationship with them.
#3) Send Information to Help Candidates Grow Their Skills
Another way to include email campaigns in your recruitment strategy is to send out content that will help your candidates develop and grow their skills. Perhaps one of your target groups is Recruiters. Share relevant blogs, networking events, professional certification information like the Professional in Human Resources (PHR) or Senior Professional in Human Resources (SPHR).
This further personalizes your email content because you have narrowed your scope and are sending specific content to a group of candidates who have an interest in growth and development.
These are just a few examples of how you can use leverage email campaigns, and if you have this tool available, it should be part of your recruitment strategy. The key takeaway to successful email campaigns is to be intentional about your audience and your message because when used inappropriately, they can do just as much damage as they can good. After all, no one wants to leave a bad impression with candidates about your organization; the idea is they will engage with the content you send and become more and more interested in being part of your organization when an opportunity becomes available.
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AltaFlux Corporation is an enterprise cloud technology consulting services firm. We help clients to automate, transform, and optimize their business processes. We have expertise in leading Enterprise Cloud Platforms, such as SAP SuccessFactors, Dell Boomi, Microsoft PowerBI, WorkForce Software, and Benefitfocus. Learn more about AltaFlux (+)