People are joining your talent community. You have their permission to market to them, and that’s a big deal.
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.”
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.
And, with every opt-in, comes great responsibility. Also from Seth:
“Real permission works like this: if you stop showing up, people complain, they ask where you went.”
Yes, they need to hear from you consistently, and yes, it needs to be as relevant as possible to the person that has opted in (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 are 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. They want to be inspired by the work you do. And 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.
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 identified as an AI professional.
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, there is further action a candidate can take, with links to continue reading and learn more about specific career opportunities.
So yes! Celebrate the opt-in. When you’re done dancing, start creating the content that will fuel your nurture efforts.
Candidate nurture tools are just one example of recruiting technology that needs content to run. Download our Complete Content Guide to Fuel your Recruiting Technology guide here.