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HR Connection blog

Nurture and Drip Marketing for Recruiters

on Apr 28, 2021 9:15:00 AM By | Mike McKerns | 0 Comments | Recruiting Marketing automation
As I'm sure you already know, recruiting and marketing have a lot in common. Both have prospects, pipelines, and leads. Writing a good job description is an artform that uses techniques directly from the marketing copy writer's playbook. The techniques recruiters use to attract candidates and the challenges they face staying top of mind are no different than what is being used down the hall in the marketing department. In the marketing world, we can leverage drip and nurture marketing campaigns to stay top of mind with our prospects and these exact same techniques fit nicely into a recruiter's tool kit as well. A drip marketing campaign is the easiest to implement. It's a type of automated email campaign that allows you to send out a series of scheduled and personalized emails to your contact database over an extended period of time. Drip marketing helps you to stay engaged with not quite ready candidates over a longer period of time through consistent touch points. Once you determine the goal of your drip campaign (stay top of mind with candidates, gain more referrals, etc.) use an automation tool like HubSpot or Active Campaign to share content on a defined schedule. Some examples of content you may want to email are A list of jobs you'd love to see referrals to Updates on how your company has flourished over the past year Interviews with current employees Anything that sets you apart from your competitors as an employer A nurture marketing campaign takes a bit more planning but can be highly effective. This type of campaign is built around a series of emails that are sent based on a candidate's behavior. The campaign will deliver timely, targeted information that helps guide them through their job search (or any goal that you set). As the candidate receives emails, they are presented with information based on your goals and their actions. Specific behavioral data matters in nurture campaigns, for example, how many times a candidate visited your website, which articles or guides they've read, and what jobs the applied to in the past. The goal is to deliver educational value while encouraging engagement. Unlike drip marketing, the nurture campaign is triggered by these actions, creating an even more personalized sending schedule. It can often take a lot of work to bring candidates into your database. If they are someone you'd like to hire one day, it's a good idea to keep in touch and using a little automation will help make the effort easy and scalable.
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How AI Can Help Companies Build Winning Workforces

on Sep 30, 2020 10:02:00 AM By | Christine Rochelle | 0 Comments | Diversity automation Recruitment AI
People have been talking for years about artificial intelligence in the business world. Many of those discussions focus on the "robots versus humans" aspect of AI, but there's a "robots and humans" perspective to consider, too. People forget that they already live with and use AI every day. In the consumer market, for example, Amazon and Netflix both employ AI to sort through thousands of options and narrow them down to a few "recommended for you" suggestions for each user. In the broader business world, AI has many potential applications in all areas of a company's operations. In talent acquisition in particular, it can enable organizations to do more with less (through advanced automation) and give them access to deeper insights for better decision making.   Targeted Recruitment  By predicting potential challenges and analyzing data (which can include, for example, answers to questions such as "How long did it take to fill this role previously?" and "Which job boards are most effective?"), AI can suggest ways to align a company's job descriptions more closely to similar roles in the industry and optimize the process for filling an open position.   Personalized Candidate Experiences  Although the job market changes daily, the candidate experience remains a priority, and a company's consumer brand and its employer brand have never been as intertwined as they are today. In an application process that uses AI-generated automated communications that remain personal and human, job seekers feel valued with easy applications, virtual hiring experiences, and tailored recommendations for best-fit jobs. Recruiters for RPM Pizza (the largest Domino's franchisee in the USA) use AI to communicate with job seekers via texts and live chat. The company's AI-powered chatbot, nicknamed "Dottie," answers job-seeker questions, initiates the screening process, and offers candidates an application tracker to boost engagement and free up the hiring team's time.1   Increased Internal Mobility By using AI to support teams in assessing internal talent for open roles, a company can give its current workforce and external potential candidates the same consideration when filling those positions. Such opportunities for internal mobility can help workers feel more invested in the organization. The American Heart Association offers professional development to its internal talent through its Talent Exchange Portal. There, employees can apply to participate in projects outside their current roles in order to hone their skills and build relationships. A dedicated, internal careers site such as this can even intelligently match workers with adjacent roles within an organization.2   More Efficient Analysis Talent acquisition teams often find themselves sorting through thousands of resumes and can struggle to find the time to narrow them down to the perfect candidate pool. These teams are starting to take a page from Netflix's playbook: instead of using one AI engine to enhance search results, Netflix uses multiple algorithms to beef up its offerings. AI using this strategy - called ensemble learning - selects the best options from a set compiled by many algorithms. In hiring, this method can "unearth the best candidates for a job - or jobs for a candidate - then serves those recommendations up in a single view" to provide recruiters with a more focused field to review3   Greater Diversity Because bias is human nature, it's very difficult for hiring managers and teams to avoid exhibiting some degree of bias as they attract and engage talent. Cognitive bias (which derives from using shortcuts and "rules of thumb" to make sense of the world) can distort people's perceptions and cause them to draw on stereotypes. In the workplace, it can lead result to problematic decision making in the hiring process. The old saying "We've always done it this way" is one common obstacle to change. Fortunately, more and more companies are recognizing the importance of addressing bias in recruitment and hiring so they can make stronger hires and achieve greater diversity. AI helps reduce bias by removing (or reducing) the dominance of human assessment - which is fraught with bias - from the initial review of candidates or jobs.   A Better Tomorrow Through the adoption of AI, recruiters can improve the quality of their processes and increase the diversity of their organizations. AI will certainly be a core building block of the business world of the future, but it won't be the foundation. That role is reserved for humans, who will be needed to direct and control the technology.
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What Companies Get Wrong About Reskilling

on Jun 3, 2020 10:15:00 AM By | The ReWork Editors | 0 Comments | Workforce automation AI Future Reskilling
Thanks to the effects of AI and automation, an estimated 375 million workers may need to switch jobs by 2030. These changes will surely reshape the working world, but the outlook isn’t all doom and gloom. Companies can have some control by proactively preparing their workforces through “reskilling (learning new skills for a new position) or upskilling (learning current tasks more deeply).” Unfortunately, although business leaders and employees alike are well aware of the impending digital revolution, most executives have not yet started such preparations or are simply getting it wrong. ReWork recently chatted with Vikita Poindexter, the owner of Poindexter Consulting Group (a full-service human resource consulting firm), and asked her  to explain the crucial missteps that organizations are taking and what they should be doing to prepare their workforces for the future work scene.
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People Don't Want to Be Hired By Algorithms

on Nov 3, 2017 3:18:32 PM By | Megan Purdy | 0 Comments | Human Resources new hires Employee algorithm automation processes
 
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