Talent communities are a great way to engage passive candidates who simply aren't ready to apply. However, few companies can execute effectively while building their talent communities, and thus most end up failing. Let's look at the most common pitfalls related to talent communities:
- Nothing happens: Many times companies sit on a CRM product and don't do anything with it. This is so common because creating email nurture campaigns is usually far outside the scope of what HR and talent acquisition typically do. It'd be like asking an engineer to write your marketing copy.
- They're just job blasts: Some companies send job blasts to their talent communities. This is another pitfall. The passive candidates who sign up for your talent communities want interesting information that will entice them to apply over time...they don't want to learn about your latest job posting, no offense. Employers need to send out interview tips, stories from the last hackathon, and photos from the most recent company outing.
- They're not segmented: Most of the time talent community email campaigns are not specific to a given candidate persona. This is a big fail. Veterans are interested in different aspects of your culture than sales people, women in tech, etc. Make sure to segment your communications!
- They don't get a kick start: Companies have lists of applicants from career fairs, meetups, silver medalists, etc. These people should all be added to your talent CRM, even if it's a bit painful to do at first.
- They're not quantified: Companies fail to understand the key metrics related to their talent pipelines, and therefore don't understand how to quantify the ROI of their efforts. How many candidates opt into the talent community? What is that as a percent of total applicants? Of visitors to the site? How many convert to applicants, and over what timeline? These are all key in understanding the value of your talent pipelines.
- They're not automated: The bottom line is that if a tool requires lots of ongoing work, it's probably not going to be used to the fullest. That's why companies should invest in more automated tools built specifically for under resourced HR and talent acquisition professionals.