The document discusses candidate nurturing and how it can improve sourcing strategies. It provides tips for boosting response rates through personalized outreach campaigns and developing an automated nurturing program. Metrics like response rates, open rates, number of applicants and hires are recommended for measuring the effectiveness of nurturing programs. The goal of nurturing is to convert more candidates into actual applicants and qualified hires over time.

1. © 2016 SmashFly Technologies1
Sr. Talent Manager
OpenView Venture Partners
Opportunity Consultant
SmashFly

2. © 2016 SmashFly Technologies2
Meghan Maher Danny Halloran
Senior Talent Manager
OpenView Venture Partners
Opportunity Consultant
SmashFly Technologies

3. © 2016 SmashFly Technologies3

4. © 2016 SmashFly Technologies4
• Two journalists sent cold emails to 1,000 C- and VP-level executives
at Fortune 500 companies
• The open rate was pretty high – 45.4%
• However, the response rate was just 1.7%
• Cold outreach is tough!

5. © 2016 SmashFly Technologies5 © 2016 SmashFly Technologies5
– Kyle Lagunas, IDC

6. © 2016 SmashFly Technologies6
• Hacks for boosting response rate
• Candidate nurture, and how it will make your
sourcing strategy more effective
• Metrics that show nurture is working

7. © 2016 SmashFly Technologies7 © 2016 SmashFly Technologies7

8. © 2016 SmashFly Technologies8 © 2016 SmashFly Technologies8
Source: Tracey Parsons, SmashFly

9. © 2016 SmashFly Technologies9

10. © 2016 SmashFly Technologies10 © 2016 SmashFly Technologies10
• The key to personalization: find a trigger.
• What is a trigger?

11. © 2016 SmashFly Technologies11 © 2016 SmashFly Technologies11
• The key to personalization: find a trigger.
• What is a trigger?

12. © 2016 SmashFly Technologies12 © 2016 SmashFly Technologies12
• The key to personalization: find a trigger.
• What is a trigger?
– It’s what triggered your interest
in the candidate
• Examples:
– Quote from LinkedIn
– Recent article or presentation
– Boolean search
– Shared personal connection

13. © 2016 SmashFly Technologies13

14. © 2016 SmashFly Technologies14 © 2016 SmashFly Technologies14
• A quick run-down of best practices:
– Keep it under 30 characters
– Personalized subject lines are 22.2%
more likely to opened
• Tie in your trigger!
– 61.8% increase in opens when the
word “alert” is used
Source: Adestra

15. © 2016 SmashFly Technologies15 © 2016 SmashFly Technologies15
• A quick run-down of best practices:
– The top five subject lines in a recent study all included
“Re:”
– Emails with no subject line were opened 8% more than
those with a subject line.
– Urgency and exclusivity are your friends!
– Honest & transparency usually win out.
Source: Email Institute
Source: Sidekick

16. © 2016 SmashFly Technologies16 © 2016 SmashFly Technologies16
• A quick run-down of not-so-great
practices:
– Emails with “you” in the subject line
were opened 5% less.
– Emails with “quick” in the subject line
were opened 17% less.
– Words to avoid: Opportunity,
Congratulations, Work from Home
Source: Sidekick

17. © 2016 SmashFly Technologies17

18. © 2016 SmashFly Technologies18 © 2016 SmashFly Technologies18
™

19. © 2016 SmashFly Technologies19 © 2016 SmashFly Technologies19
™
1st line introduces the trigger or
quotation.
2nd line contains the relevant value
proposition.
3rd line is a call to action.

20. © 2016 SmashFly Technologies20 © 2016 SmashFly Technologies20
• M. J. Hoffman, Why You Why You Now ™
• Makes sure candidates don’t miss the point, and are
directly drawn to your call to action.
• How to make your own:
– Why You: Your trigger
– Why You Now: Connect relevant value prop to your trigger
– Call to Action: Next steps you want them to take

21. © 2016 SmashFly Technologies21

22. © 2016 SmashFly Technologies22 © 2016 SmashFly Technologies22
• 44% of salespeople give up after one follow-up; 80% of
sales require at lease five follow-ups Source: HubSpot

23. © 2016 SmashFly Technologies23 © 2016 SmashFly Technologies23
• 44% of salespeople give up after one follow-up; 80% of
sales require at lease five follow-ups
• Touchpoint Model – A scheduled cadence of emails and
calls
Source: HubSpot

24. © 2016 SmashFly Technologies24 © 2016 SmashFly Technologies24
• 44% of salespeople give up after one follow-up; 80% of
sales require at lease five follow-ups.
• Touchpoint Model – A scheduled cadence of emails and
calls.
• Test different cadences, and see what works for you
Source: HubSpot

25. © 2016 SmashFly Technologies25
C onvert m ore ca nd i d a tes i nto a ppl i ca nts ,
and eventual l y, qual i fi ed hi res

26. © 2016 SmashFly Technologies26
What is nurture?
Communicating to the right candidate with the right
message at the right time.
Nurture is what, how and when you will communicate
with your sourced candidate leads to keep them
warm and grow their interest in your organization so
they may eventually apply or opt out.

27. © 2016 SmashFly Technologies27
When does nurture start?
Nurture starts when a candidate is sourced by your
team or opts into your talent network and gives you
permission to communicate with them during the
next several stages of the candidate journey.

28. © 2016 SmashFly Technologies28
1. Target and personalize your messaging to interested
leads based on information they give you and their
actions with your content.
2. Drive leads through the candidate journey,
from awareness to application.
3. Find the right candidates for the right opportunity
without sourcing from scratch.

29. © 2016 SmashFly Technologies29 © 2016 SmashFly Technologies29
“I find people, sure. But like all good
consumers, they want a comparison, and
easily with the change in the job market,
they find one. So why will they choose your
company? What will make it stand out? It’s
all about the wooing. The engagement. The
experience. That is the most important part
of recruiting right now.”
– Kelly Dingee, Fistful of Talent

30. © 2016 SmashFly Technologies30

31. © 2016 SmashFly Technologies31

32. © 2016 SmashFly Technologies32
• Segmenting by job family

33. © 2016 SmashFly Technologies33
• Segmenting by job family
• Talent networks

34. © 2016 SmashFly Technologies34
• Segmenting by job family
• Talent networks
• Application reminders
• Increase chance of converting to applicant and
quality hire later

35. © 2016 SmashFly Technologies35

36. © 2016 SmashFly Technologies36
• If you can’t measure it, how do you know it’s
working?

37. © 2016 SmashFly Technologies37
• If you can’t measure it, how do you know it’s
working?
• Response rate, open rate

38. © 2016 SmashFly Technologies38
• If you can’t measure it, how do you know it’s
working?
• Response rate, open rate
• # of applicants, # of hires

39. © 2016 SmashFly Technologies39
• If you can’t measure it, how do you know it’s
working?
• Response rate, open rate
• # of applicants, # of hires
• Test, test, test!

40. © 2016 SmashFly Technologies40
• If you can’t measure it, how do you know it’s
working?
• Response rate, open rate
• # of applicants, # of hires
• Test, test, test!
• Historical data & benchmarks

41. © 2016 SmashFly Technologies41 © 2016 SmashFly Technologies41
• Recruitment marketing and nurture should work
for you to influence the candidates you source to
actually apply.
• Hacks to boost your response rate
• How to automate nurture
• Metrics for success

42. © 2016 SmashFly Technologies42

43. © 2016 SmashFly Technologies43