How to choose the right content that fuels your talent community and candidate email nurture communications.
People are joining your talent community. You have their permission to reach out to them with your recuritment marketing messages, and that’s a big deal! Now you need the content that fuels your talent community.
Here’s what Seth Godin says (often quoted but with good reason):
“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”SETH GODIN
You’ve earned the privilege!
But, getting potential candidates to sign up for your talent community is half the battle. Now it’s time to nurture those leads. We’ve spoken to several companies that have thousands of people in their talent communities who have never been contacted.
With every opt-in, comes great responsibility.
“Real permission works like this:
If you stop showing up, people complain, they ask where you went.”SETH GODIN
Yes, your talent community members need to hear from you consistently. And yes, the communications need to be as relevant as possible to the person that has opted in: your future candidate! There’s also some urgency here. It’s hard to get attention and trust back once you’ve let it lapse. If they don’t hear from you soon, your potential candidates have moved on and forgotten about you. Your moment to market has passed.
Your takeaway: you need a lot of engaging, thoughtful content to fuel your talent community and email email nurture efforts… and you need it now.
Employee stories fuel your nurture efforts
So, what content do potential candidates find valuable? Candidates want insight. They’re signing up for your talent community because they want to learn more about what it’s like to work at your company. They want to be engaged by your organization’s personality, and be inspired by the work you do.
Real stories from employees both educate, entertain and inspire.
The good news about employee stories: they are engaging, educational, and inspiring. Plus, you can get a ton of mileage out of them and repurpose them. All story mediums can be used to nurture your talent community, too.
Better news: the sophisticated systems that help you manage your community are built for engaging content.
Good content + their tech = talent community nurturing and engagement at its best.
Take this example from Intel, who uses SmashFly as their recruitment marketing platform:
This email is one of several Intel uses to nurture candidates who have opted in to hear from them and are identified as AI professionals.
There’s a lot here that educates, inspires and entertains. Every piece of content in this nurture email gives candidates insight into the culture. And, it contains more actions candidates can take, with links to learn more about specific career opportunities.
So, celebrate the opt-in! When you’re done dancing, start creating the content that will fuel your nurture efforts.