Are you satisfied with the number of leads you have in your pipeline? Would you like to send emails to job seekers who are interested in your employer brand, even if they don’t complete a job application?
Then Talent Network Forms can help you increase your qualified candidate pool. Let’s look at how.
Before we look at why you should use a Talent Network Form, let's learn what it is.
A Talent Network Form sits between the job listing on your career site and the actual job application.
So when a job seeker finds a job they’re interested in on your career site, and they click to apply, they first can be presented with a Talent Network Form.
This allows job seekers to add themselves to your database in addition to applying for a job. Doing so gives your organization permission to send them communications by email and SMS. The contact also can choose to subscribe to Job Alerts from this form, or fill our more information about their future interests, if enabled by your organization. Signing up for Job Alerts on a Talent Network form notifies the job seeker about new relevant jobs when they become available.
The Talent Network Form also can be accessed independently from the job application process, such as by putting a small ad or link on the homepage of your career site – this is called a Call To Action, or CTA for short.
The data you capture on a Talent Network Form is from a lead who may not yet be a formal applicant. Therefore, Talent Network Form data goes into a separate system that sits in front of your ATS. This system is called a Recruitment Marketing Platform.
Recruitment Marketing Platforms like SmashFly integrate with your ATS, so that once a leads becomes an applicant you can track their progress all the way to hire.
But you might ask, Why should I use a Talent Network Form if the applicant is going to complete a job application - won't I get their information from that?
And if there is a form before the job application, won’t that discourage job seekers from finishing the application?
Using a Talent Network Form allows your organization to quickly capture job seekers who may not complete the application for one reason or another. This is called “drop off.”
SmashFly customers report a drop off between 60 and 90% which is typical -- that’s a lot of people who don’t finish the application process and therefore may never go into your ATS.
How do you capture their contact information in case they drop off? Through a Talent Network Form at the beginning of the application.
You get two benefits: First, you capture their contact information up front before application fatigue sets in, and Second, if they drop off during the apply flow you can automatically send them an email reminder to complete their application.
Having a talent network form in the apply flow doesn't increase the drop-off rate at all – in fact, it helps drive more completed applications! Our customers report XXXXXXXXXXXXXXXX.
You also can strengthen your candidate profiles by using the form to capture additional data about your leads. In addition, a Recruitment Marketing Platform also will track what emails they open and what links they click, so that you can customize your communication to qualify them and drive interest.
But why is there drop off? If a job seeker starts an application, don’t they always complete it?
No, they don't and there are a number of reasons why
Click - such as technical issues, like a dropped Wi-fi connection, loading issues, problems with saving progress, problems with accessing it on mobile device, etc.
Click - Maybe the job seeker is completing the online application at work or another place where they don’t want anyone to know. If someone walks in and they close the form, perhaps they never get back to completing it.
Click - Often, a job seeker starts an application and doesn't have enough time to complete it. Perhaps they didn’t know how long it was going to take or they don’t have their resume available to upload.
If the job seeker doesn’t complete the application and you're not using a Talent Network Form, then you have no information on the candidate that was initially interested in your job.
But you do have their contact information if you used and required a Talent Network Form!
With the SmashFly Recruitment Marketing Platform, you can automate the marketing to these contacts to nurture them into becoming qualified applicants, and set up the system to segment leads into pipelines for easy access by your recruiters.
For example, with their contact information, you can keep in touch with leads, like send them newsletters and emails to keep them engaged and keep your employer brand top of mind.
SmashFly customer CH2M Hill CH2M’s monthly e-newsletter has proven to be an effective content marketing strategy to nurture CRM contacts and convert them into applicants. Results of the January 2015 issue: Emails Sent: 23,939 Open Rate: 35.3% Click-Through-Rate: 23.53% Applicants: 174
174 applicants from ONE EMAIL!
You can send them email alerts and even SMS messages about new relevant job openings and upcoming career fairs. **Expand on this.
Eaton uses SmashFly to segment candidates into 23 core disciplines for automated and targeted follow up.
SmashFly customer, The Cheesecake Factory, received nearly 200 hires from a drop-off email campaign alone. Not applicants, HIRES!*
McGraw Hill Financial also saw great results with an automated email to remind candidates to finish applications: 15% of incompletes turn into applicants without any additional work.
(**sourced from Stacey Montalto at the OHUG panel)
Active job seekers want a way to engage, outside of the apply process so they can learn more about your company as they move throughout the application and hiring process.
Passive job seekers might not want to apply today … but they are interested in the company and want to stay in the loop on company news, blog posts, social media channels, etc. They can also start receiving jobs that are specific to their interests and experience, and perhaps if the right match comes along, it will also be a the right time for them to make a change and apply.
In summary, consider using a Talent Network Form to capture job seeker information outside of the job application process.
Check out some of these results from SmashFly customers: (say points)
The metrics say it all: You'll gain more leads, create a pipeline of interested candidates, and more effectively convert them into qualified applicants.
**I think we should expand on this a little more to make a more impactful conclusion.
For more information, visit smashfly.com or follow us on Twitter @smashfly.
The Impact of Talent Network Forms: How to Get More Qualified Candidates