Break down the big barriers
By Maury Hanigan
At this point in the journey, our candidates know we exist (yay!). They also have a good sense of what it’s like to work with us. Hopefully, we are sharing compelling videos of our people, telling their stories so that they will hand over a little information to learn more. That’s where nurture comes in.
Nurture has a so much promise when it comes to the continuing education of candidates about our organizations, yet, according to SmashFly research, 5% of the Fortune 500 aren’t sending anything beyond job alerts to people who are opting in for a deeper relationship.
This is the white space in the candidate journey. This is where your competitors are failing their talent. This is where you can impact your req load by nurturing talent with video.
Before we launch into the specifics, it’s important to talk about the concept of nurture.
Nurturing is what happens when someone has opted in to learn more. These candidates have learned enough to want to learn more. Nurturing is about building a deeper relationship with the candidate and connect them to the brand so that when a job that is right for them opens up, they are really excited to apply. Often times, these candidates will be joining your talent network, or talent community, but they may also be people who have started following your careers channel on social media.