How to use Jarvi to nurture your candidates
In this context of relative talent shortage, where we observe an average of 0.88 applications per job posting (source: Goldenbees), it becomes crucial not only to attract but also to maintain candidate engagement throughout the recruitment process, and beyond. Nurturing, which notably involves maintaining the candidate relationship, is a key strategy in this process. It’s about creating a relationship of trust and value with potential candidates, well before a concrete job opportunity is presented, or even after a rejection has been delivered.
Reminder: what is nurturing?
Candidate nurturing refers to the process of ongoing engagement with candidates through regular and meaningful interactions. The goal is to keep them informed, interested and engaged with your company and therefore your employer brand, even if they’re not immediately ready to apply, if no position is currently available for them, or if you haven’t selected them for a role.
Classic nurturing practices can include:
- Regular newsletter sends to share company news, relevant blog articles about the sector or field of activity, or information about upcoming events (job fairs, charity events, sports events, etc.).
- Invitations to webinars or industry-specific events, which can help candidates better understand your sector and develop professionally.
- Personalized updates on developments within the company or information about upcoming positions that might interest them.
The benefits of implementing this strategy:
Implementing a nurturing strategy will help you improve an important element of your recruitment process: your candidate experience. And when you know that most of the time, candidates receive little to no news about the applications they’ve submitted, giving them the opportunity to have even more information can only make you an employer of choice.
How to do it with Jarvi?
Jarvi isn’t specifically designed for nurturing, but as you know: we can always repurpose a tool’s primary use to create an exclusive application. LinkedIn Sales Navigator is the typical example: intended for sales prospecting, many recruiters use it as a replacement for LinkedIn Recruiter to source new profiles.
Our ATS allows us, today, to create projects. Depending on everyone’s expectations, these can concern a search, a client, a profession. From these projects you can send pre-recorded messages, composed of many relevant variables for personalization, to all or part of the candidates in your project.
Here, I decided to create groups composed of people based on the location of their job search.
It’s precisely these two features that we’re going to repurpose to nurture a population of candidates who are interesting for your company. By creating a project of candidates to nurture and by creating specific messages for this purpose.
Here’s how you can use it to improve your nurturing strategy:
- Personalization of communications: use projects in Jarvi to personalize your messages. You can segment candidates based on their interests, application history, area of expertise and other criteria to send highly targeted communications.
- Automation of follow-ups: prepare message sequences or automatic reminders to stay in touch with candidates without increasing your recruiters’ workload.
- Tracking interactions: use Jarvi to track all interactions with each candidate, which allows you to evaluate the effectiveness of your nurturing strategies and adjust your actions accordingly.
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An example of a message template for my HR profiles listening for new opportunities in Canada.
Frequency and message ideas:
- For active candidates: send a weekly update including information on new positions, application tips, or success stories from other candidates.
- For passive talent: monthly communication may be sufficient, focused on thought leadership articles, industry updates, or event invitations.
- For former candidates: a quarterly check-in to explore new opportunities or career changes that might open new doors.
By using Jarvi to systematize and personalize these approaches, you can not only improve your candidate conversion rate but also strengthen your employer brand. This creates a pool of engaged talent ready to seize opportunities within your organization as soon as they arise.
What about consent?
Please note that Jarvi is GDPR compliant. However, this does not exempt you from obtaining consent from people you would like to include in your newsletter distribution group or other communications. Additionally, stay attuned to your candidates and don’t be afraid to ask them questions or survey them about their willingness to be part of your “privileged” candidate pool. Remind them of the value of this approach and this privileged status, which will engage them even more with you. If they don’t wish to be part of it, or if they don’t want to receive these messages, include them in groups with a lower frequency, or in a “non-nurtured” pool.
This second option will allow you to keep your most qualified candidates for your activities, without nurturing them, but without losing them either.
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