Four tips to keep your talent pipeline warm

Published date: 17 September 2024

The art of nurturing has long been established in marketing – so why not apply it to recruiting as well? Just as potential customers are carefully guided through various phases of their journey in marketing, candidates should experience a positive and well-thought-out candidate journey. So why not adapt proven marketing nurturing strategies to the recruitment process?

A Robert Walters study on "Candidate Experience in the Expectation Economy" reveals that 94% of candidates believe that their experience during the candidate journey influences their decision to accept or decline a job offer. Additionally, 58% say that a positive experience increases the likelihood they will accept a position. This underscores the importance of a well-designed strategy and the targeted use of technology to leave a lasting positive impression on candidates—regardless of whether they ultimately choose to join your company. Bianca Knittel, Managing Consultant at Robert Walters, offers four valuable tips on how to keep your talent pipeline warm.

1. Treat candidates like customers

The way we perceive brands is largely shaped by the experiences they offer us. A similar process occurs in the recruitment process: when candidates wait too long for feedback, struggle through an overly complicated process, or feel like their application is stuck in an endless pipeline, it leads to frustration. In the end, the best talent may choose companies that offer faster and more transparent communication.

A poor first impression can permanently damage a company’s reputation as an attractive employer – just as poor product quality or a lack of environmental awareness can erode trust in a brand. “The candidate experience can be the difference between an enthusiastic advocate and a lost candidate,” emphasizes Knittel. Therefore, companies should invest time and effort in interacting with applicants, just as they would with their customers. Use tools such as live chat, newsletters, gamification, or invitations to events. These approaches, which delight your customers, will also impress potential employees.

2. Highlight your company culture

A strong emotional connection to a company does not develop overnight. Showcase your company's unique culture through targeted content that is authentic and engaging. Videos offering a behind-the-scenes look, employee testimonials, or stories from daily work life can make a big difference. Use social media to highlight company events, team activities, and social initiatives. Personalized communication ensures that your messages reach the right candidates and excite them about potential opportunities at your company.

3. Maintain communication

Recruitment processes often fail not due to a lack of interest, but due to a lack of communication after the interview. Keeping a continuous dialogue with candidates can prevent them from turning away. Answer their questions promptly: How did my interview go? When will I receive feedback? These small steps can make all the difference.

Bianca Knittel shares from her experience: “A client in the chemical industry failed to provide feedback after presenting a qualified candidate for three weeks. The reason: the hiring manager responsible was on vacation without informing the HR department. As a result, the candidate accepted another job offer in the meantime.” This situation clearly demonstrates the importance of consistent and clear communication to avoid such losses.

4. Be unforgettable

To stand out from the crowd, companies need to offer unique experiences. Organize exclusive networking events, provide insightful workshops, or invite candidates to behind-the-scenes tours of your company. Showcase exceptional aspects of your corporate culture, such as innovative projects or team-building activities, to leave a lasting impression on potential candidates.

With these strategies, you can significantly enhance the candidate experience and make your company more attractive to top talent. In times of skill shortages, this can make the crucial difference—and lay the foundation for long-term success.