NTIATIVE

The next stage in the Connected Recruiting life cycle is “Engage.” In this phase, recruitment agencies should work to engage the talent that is already in their database, as well as new candidates, with the right message, at the right time, for the right opportunities. The goal is to increase the conversion of your existing talent pool to ultimately save time and lower the cost of talent acquisition.

Cleaning their database to remain GDPR Compliant: NTIATIVE has focused their attention on engaging candidates through their GDPR campaign. With GDPR, the team is legally obligated to clean their database every 12 months. They need to confirm that they have permission to contact their candidates with marketing emails. NTIATIVE needed to scale how they contacted their candidate base for these permissions. So, they partnered with the Bullhorn Customer Success team to create an automated GDPR campaign using a “traffic light” approach.

According to Corso, the first step was obtaining consent. He said, “We sent a communication to our database of 20,000 candidates, letting them know that we were running the campaign for GDPR. Everyone had the option to choose from a green, yellow, and red button. If they clicked the green button, they were giving us permission to send them our newsletter and open jobs. If they clicked the yellow button, we only had permission to send them job opportunities. Finally, If they clicked the red button, they did not want us to contact them anymore.” From there, the second step in the process was creating automated email campaigns for each segment, based on the results of the initial consent email. For example, the team sent different versions of their newsletter, based on the recipients’ GDPR responses.

“The GDPR campaign helped us get our house clean while making our legal and operations happy. Now that we have engaged with the candidates and determined the segments, the next step is to nurture those segments. However, just the fact that we can segment people and send emails in a nice format is a good win,” said Corso.

The final stage of Connected Recruiting is “Nurture.” During this phase, you can proactively nurture talent throughout their assignment so you can easily engage them for their next role. This increases your ability to extend a candidate’s assignment or redeploy them in a new role in the future.

Automating a referral program: NTIATIVE is about to launch an automated referral campaign to the talent in their database. In the campaign, the team is going to target their “silver medalists,” meaning candidates that were in the final interviews for roles, but were not ultimately chosen. “Sometimes the candidates join another company but remember us because of the great experience they had with us. In those cases, they may have their new company join as a client,” said Corso. NTIATIVE will give referral participants a €1,000 bonus for either a candidate or client referral.

In addition to the referral program and regular, automated touchbase emails with candidates in their database, NTIATIVE uses Bullhorn Automation to secure feedback from candidates in their database. This feedback comes in several forms.

Securing candidate and client feedback: One example of these feedback communications is the NPS survey. “NPS is one question that asks candidates how they would rate us on a scale from one to ten. The NPS email is automatically triggered to send to our candidates exactly two days after we mark a placement within Bullhorn,” said Corso. “We also use NPS for the clients. Every three to six months, we send our clients the NPS survey with more elaborate questions about the communication they received from their recruiter and how their overall experience was.”

Beyond NPS, NTIATIVE has built an automation to secure reviews on Google Business Profile. Every time the team fills a role for a client, the client receives a notification that congratulates them on the new employee, while asking for a recruiter review. This automation has proven to be quite successful. Corso said, “This year, we went from 20 reviews on Google My Business to 97 reviews. We also include the NPS survey in the same email, in an attempt to get both pieces of feedback at once.”

NTIATIVE’s team has focused on creating a series of well-rounded automations that touch almost every phase of the Connected Recruiting life cycle. According to Corso, these automations have improved his team’s efficiency across the board. “With Bullhorn Automation, our team’s workload has improved significantly. We are able to send an automated campaign to 120 candidates on behalf of a recruiter, requesting that they ‘Book a Meeting’ with that individual. This saves our recruiters from sending 120 emails. They just need to send us a list of contacts, and we can automate the rest!”