This ppt talks about Candidate Relationship Management, why its beneficial to source candidates from your own database and how to keep them engaged.

1. CANDIDATE
RELATIONSHIP
MANAGEMENT (CRM)
Modern Recruiter’s Course
Module - III

2. Modern Recruiter’s Course
Module - III
 In the last module we discussed about some digital tools or practices
prevalent in the industry to smoothen HR processes. Now we will take up all
these tools one by one in the coming modules
 In this module we will discuss about CRM

4. What is CRM?
 In simple terms, Candidate Relationship Management (CRM) is to Human
Resources, what Customer Relationship Management (CRM) is to
Marketing
 It’s a well-structured approach to keep candidates in a company’s
recruitment funnel engaged and maintain a pool of both active and
passive candidates
 While it can be done manually as well thru calls, mails etc., but an
integrated software can automate the whole process, by aggregating the
data and engaging the candidates based on their specific interest areas

5. Why should candidate database have CRM feel?
 To source Candidates from various Channels
 Keeps Record of every Candidate
 Keyword Search and Filters
 MaintainTalent pool
 Manage Candidates Pipeline
CRM allows to keep track of the best talent, for not just the current positions, but future
positions as well in the organization. It helps to:

6. Sourcing from CRM Database

7. Benefits of Sourcing from CRM Database
 Minimize the time and effort
 Reduces business disruption
 Boost the rate of success in interviews
 Reduced risk of salary war with competitors
 Higher ROI

8. Engaging CRM Database

9. CRM Database Engagement - I
It may not be sufficient to just have a robust database of talent pool. Its also equally important to
understand, how engaged is your database. So here is a four step guide, to calculate the engagement levels
of your database:
I. Eliminate inactive candidates - It means, removing candidates who have not been involved in
any kind of two-way communication with anyone in the team for a period of 2 years. In lack of any
benchmark on what can be specified as inactive period, we can use the recommended benchmark
of 2 years to eliminate the candidates. CRM can certainly help you identify the inactive people in
the database.
II. Eliminate fresh candidates - The next step is eliminating new people who have registered within
last 3 months.These would clearly be people who are actively looking for a job and would just want
to be registered at all the possible places.They may not be necessarily attracted to your brand and
thus these shouldn’t be mistaken as engaged candidates. CRM again can help in identifying such
people.
III. Eliminate duplicate or incorrect entries - The very next step is to remove the incorrect or
duplicate entries with the help of CRM.This will allow, to showcase a clear picture without inflating
the database unnecessarily.
IV. Final Calculation - This final step is nothing but a simple mathematical calculation of percentage
of engaged candidates.The formula is : Remaining Candidates/ Total original no. of candidates in
the database * 100
Note: Don’t get disheartened if this final figure is low coz, as per the industry standards, the figures for candidate
database engagement is between 15 – 25%.
Source: http://blog.firefishsoftware.co

10. CRM Database Engagement - II
Post the clarity on engagement levels of the candidate database, let us look into the various
methods which can be used to re-engage with the candidate database and increase the
engagement levels:
 Segmenting the candidates, on the basis of their skills, qualifications, experience and
how active they are in their job search.
 Sharing the targeted content, like sharing current job openings with active candidates
and industry-based content with passive candidates.
 Personalize messages to candidates, which does not mean just address emails with their
names as this technology is around for some time and now it does not capture attention.
It now means, to create personalized templates based on the candidate segmentation
and by tracking their past interactions.
 Design follow-up plan for difficult to reach candidates, by warming them up with
content especially designed for them.

11. CRM Database Engagement - III
Now we understand that sharing same emails or social media messages with all the types
candidates does not help in engaging with them. So we will further delve into some
examples of the type of content which can be shared:
I. OnlineTalent Communities
II. Share Open Positions
III. Brand-building Content
VMWare’s Online Talent Networking Group

12. CRM Database Engagement -V
IV. Host Online Events
V. Candidate Survey
Typeform’s Online Survey on Candidate experience
Vfair’s Online Platform to host Online Events

13. Better Option?
vs
CRM Job Boards

14. Advantages of using CRM
over Job Boards for Candidate search
 As everyone knows, Job Boards are the platform which candidates use to search openings
and share details. So essentially, it’s a platform for active candidates but CRM allows to tap
not just active candidates but also passive ones, thereby increasing the recruiters reach
 CRM help nurture relationship with candidates, allowing HR to reach out to them as and
when opening arise, whereas Job boards offer no such relationship management tools
 CRM retains contacts of people interviewed in the past, whereas Job Boards does not
allow it
 Success rate is higher with CRM due to past relationship between organization and
candidate compared to Job Boards

15. Talent Sourcing

16. Best Channels for Sourcing
 As per the current trends, the task of filling up the recruitment funnel with high-quality
candidates is definitely making the best recruiters burn their mid-night oil.
 As per Deloitte’s 2017 Global Human CapitalTrends report, the top channels for talent
sourcing are:
i. Employee Referrals – a very valuable source which each organization should use to
fullest capacity
ii. Professional (Social Media) Networking – Sourcing the right candidates from Social
media sites like LinkedIn, can help keep the budget under control
iii. Internal Candidates/ Recruitment – A very relevant source of highly-motivated
employees who already understand the systems and culture of the organization
 These sources can help the organization develop the talent pool of the potential hires
which can be nurtured and used at the right opportunity. Let us analyze these top channels
in detail.

17. Employee Referrals
Undoubtedly, Employee referrals are the primary source for recruiting in any organization.
Apart from low costs, retention benefits, quality of hired candidates and convenience of
hiring, it also has an additional advantage of increasing employee engagement. However, this
program could be challenging in the implementation stage as employees do not understand
where to find the potential hires. So, it’s the job of the recruiters, to show them the resources
(listed below) which they have:
I. Online Social Networks
II. Former colleagues
III. Alumni Networks
IV. ProfessionalAssociations
V. Social or Extra-curricular Groups

18. Professional (Social Media) Networking - I
As discussed time and again, social media is a great medium for sourcing candidates in the
lowest possible budgets. But the most important point to remember, while using this medium
is that every company, will have to develop its own strategy for the purpose. Focus on
developing a social media recruiting strategy to sync with the company’s overall recruiting and
social media strategies.
However, here are some curated tips to help you kick-start:
I. Be active and participate in discussions
III. Develop the employer brand softly
IV. Seek help from existing employees
V. Support recruiters to widen social media presence
VI. Keep a watch on niche forums

19. Internal Recruitments
Organizations have always used this source of recruitments and will continue to use it, as its
an excellent strategy, if applied smartly. Despite, disadvantages like organizations getting
stale and employees becoming resistant to change, there are definite advantages.We list
below five reasons to prove our point:
I. Saves precious resources
II. Slash training time
III. Increases productivity
IV. Boosts morale
V. Aids in succession planning

20. Module – IV of the curriculum on use of Chatbots in
Modern Recruiter’s processes will follow soon