09/28/2017  //  By Tracy Kelly  //  Hiring Events

When a new requisition opens, you scramble to source from multiple job boards, ask department leads for internal talent recommendations, search LinkedIn for potential candidates and remind employees to submit referrals. Instead of multiple, time-consuming steps, what if a search of your candidate database was the only step needed to identify qualified talent? If you recruit at campus career fairs, diversity conferences and professional hiring events, you should already have a talent pipeline. Reduce sourcing time and effort by continually nurturing the pipeline you created, to keep candidates informed and engaged until the right position opens. Use these strategies to transform a stale list of candidates you met at a career fair into a pool of potential, future employees.

Streamline Communication

When engaging a pipeline, finding the time to send nurture emails after the career fair can be half the battle. Let a talent relationship management (TRM) system do the heavy lifting for you by organizing and automating communication. Increase candidate touchpoints by scheduling regular emails, without creating additional work for the talent acquisition team. The communication cadence should balance keeping your company top-of-mind with candidates, without increasing the unsubscribe rate. Use the TRM system to monitor open, click and unsubscribe rates, and adjust the cadence as needed.

Provide Useful Content

Katrina Collier, an expert in social recruiting and candidate engagement, says providing useful content is an effective way to nurture a pipeline. “The best way to keep people engaged with your company and opportunities is to provide them with information that they find relevant and helpful,” says Collier.

What content do candidates find useful? Collier suggests asking them. Consider sending a one-question, multiple choice survey to candidates you met at the event, asking if they would prefer information on job opportunities, industry news or company updates. Tailor recruitment marketing content to the most-requested topics to increase candidate interaction with your brand.

Curate Employee Content

According to Collier, many candidates want to learn about the employee journey at your organization. “They’ll want to hear from their peers in genuine ‘this is what it’s like here’ bite-sized content.”

Collier recommends encouraging employees to share their work experience on social media using a corporate hashtag. Recruiters can use the hashtag to gather employee content, and share it with candidates. Collecting and distributing employee-curated content reduces communications the recruiting team must create, while providing authentic content to engage passive candidates.

Update Your Recruitment Marketing Presence With Video

Incorporate videos into your recruitment marketing strategy and provide candidates added insight into what it’s like to work at your company. Post short videos in lieu of a written job description or film different team members explaining what goes on during a typical day, to create a day-in-the-life video. Creating visual interest and insight into your organization is another way to grab candidate’s attention and get them excited to learn more about your company.

Support Mobile-First Recruiting

With an inbox full of unread emails, it’s not always easy to capture the attention of candidates in your event pipeline. Consider using text messages to reach talent on their phones, and avoid getting lost in a packed inbox. Leverage mobile recruiting apps to send text campaigns, and include links to your career site, company videos or a news article featuring your organization. Stand out in a crowded market by engaging candidates in ways that fits their lifestyles.

Activate Passive Candidates

Passive candidates don’t generate results unless they convert to active candidates. Using a TRM to monitor candidate activity, identify and reach out to the most engaged candidates—those who open, click and interact with your content frequently. Send a personalized email to ask about career goals and share how the position you’re hiring for would be a positive career move. Ask if they would be interested in submitting an application for the role, to begin advancing top talent through the hiring process.

Career fairs are valuable opportunities to meet candidates for future positions, but collecting resumes and sending a single follow-up email won’t fill a position that opens months from now. Cultivate and engage your talent pipeline to make the most of the time and resources you invest at hiring events.