The unemployment rate in the US right now is 4.1%.  That’s LOW!  Plus, in many geographies, and for many types of Talent, the rate is basically zero.

Another trend which we’ve written extensively about is that job seekers are becoming more and more like consumers.  They are building a relationship with brands over long periods of time, and doing extensive research on a given company before applying.

With these two factors in mind, many People Operations teams are starting to think about how they can effectively pipeline talent.

Stealing from marketing

Like many of my favorite talent acquisition tactics, this one comes right out of marketing’s playbook.  Have you ever heard of companies like Hubspot, Marketo, or Pardot?  They call them “marketing automation” products.  Basically, they capture leads of people who may want to buy a product in the future, and then “nurture” them down the funnel over time.

How it works for HR

In our use case, we’re doing something quite similar but for candidates instead of leads.

Here’s the candidate perspective: I heard about your company, I went to your careers site, I was intrigued, but I don’t have a resume, so I’m going to leave my email in your “talent community” and then hope you’ll send me some interesting info each month.

Over time, our engagement with candidates turns into hires as our talent community members move down the funnel and into the application process.

Here’s a video that explains this in a bit more detail.  If you’re interested in building out a talent community, you should check out NextWave Hire’s product to see if it’s a good fit for you.

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