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Use Case Playbook: Targeted Talent Outreach

Michael Young
Updated

Goals
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  • Increase engagement for specific groups with specific content and messaging
  • Increase productivity of Agency team to send catered content
  • Improving ATS data relevance and hygiene

 

Example

Breakdown:

  • Direct engagement of targeted candidate groups
  • Typically sent as email touchpoints

 

Best Practice:

  • Use surveys to 
    • Automatically filter out prospective leads and alert the Agency team
    • Update Talent/Client data
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TYPICAL SETUP REQUIREMENTS

Who will campaigns be sent to/from?

  • Sent to: 
    • Candidate or Clients
  • Sent From:
    • Recruiter, Team Alias, or Best Relationship Holder

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What information needs to be included?

  • Info about any relevant job offerings
  • More carefully formatting or information that’s specific to the targeted group
  • Survey questions

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When should the messages be sent?

  • Batch:
    • Identify a large group of Talent/Clients and schedule a 1 time or batch send
  • Rolling:
    • Rcurring or Relatively Scheduled
    • Example: Send 6 months after Last Note

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How do we identify the right audience?

  • Candidates or Clients that are identified using existing fields

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MEASURES OF SUCCESS

Sense Analytics

  • Overall deliverability/open rates
  • Survey Response Rates

 

 

Agency Impact

  • Placements made from generated leads within targeted groups 
  • Reduction of sourcing costs
  • Productivity Increase for sending targeted content

*Dependent on Agency Priorities / KPIs
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ADDITIONAL TACTICS

Additional Value Strategies

  • Data Enrichment Tool (Bullhorn only):
    • This allows you to capture feedback from survey responders and automatically update Bullhorn ATS records.
    • Typical Use Case: Candidates who respond that they are interested in new opportunities are marked as active.
  • Templatized Touchpoint
    • Create an evergreen Touchpoint the re-use in mind
    • Whenever a need arises to send a one-off communication, you can duplicate and repurpose the ‘Template’ Touchpoint with minor edits

 

Related Playbooks

  • Referrals:
    • Don’t hesitate to ask inactive candidates if they know anyone else who might be looking for work 
    • Referrals Playbook

 

Things to look out for

  • Reliable Fields
    • Ensure that targeting fields are ‘reliable’ and reflected accurately across ATS data
    • Bad data in = bad result out
  • Current Relationships
    • Avoid those with current relationships 
    • E.g. Currently placed, etc

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