Digital Recruitment: Candidate Segmentation & Nurturing Strategy

In the last article I wrote, it was mentioned how the rise of recruitment marketing as discipline follows the same concepts of inbound marketing.

This connection is a focal point to develop a new way of thinking of the recruitment process, in fact, the “recruitment funnel” has significantly changed and nowadays coming up with sustainable strategies on how to attract passive candidates or simply attract the audience and engage with them is very important if not the most important.

First of all, before going forward with the talent attraction and nurturing strategy I would like to ask, have you ever defined your prospects? And with this I mean do you exactly know who your ideal candidate is? Have you written down the profile of your prospects and yet do you know where your audience hangs out online? What are his interests, hobbies, community or groups he/she is following?

If you cannot answer the above questions, I warmly suggest to reviewing your whole strategy and the way you approach your potential candidates. Otherwise, you risk to spending time, money and energy in an audience that does not match, a priori, neither your expectation nor requirements.

On the other hand, if you can reply to the above questions you understand why having a clear idea about who your prospect is and where you can find him is important and very helpful to develop a successful strategy, that will consequently bring success and increase trust and brand awareness towards your company. 

Candidate Segmentation

There are different ways to segment your prospects (candidates):

  • Demographic
  • Language
  • Company related Segmentation (industry, competitors)
  • Role related Segmentation (department, seniority, function)
  • Behavior related Segmentation (conversion events, email opens, page views)
  • Marketing Intelligence related Segmentation (social media data, original source, web analytics)

 We will touch the last 2 points later on and in future with a more detailed article, focused on that topics.

Segmenting your audience can help to tailor an email marketing campaign or a content marketing strategy to each of your segment. In this way, you are sure you’re targeting the right audience and hence increasing the chance, for instance, that the email campaign would be successful, or your content is addressed and read by the right audience.

Creating and addressing, for instance, an email campaign to a segmented audience, and with that I mean to a specific list of leads, will allow you to not “spam” the whole database.

For example, if you are looking for a French speaker it would not make sense to send an email to those leads whom you know they are only speaking Italian or Spanish.

Tip 1#: Make sure your database is accurate and up-to- date.

– Build separate lists for each of your segment. These lists ensure that you send to the right person the right message at the right time.

Tip 2#: Build lists that track engagement.

– This is strictly connected with the behavior related segmentation. And out of that, you can create lists based on engagement or even re-engaging campaign for those leads that are not active using contents of exceptional and emotional value such as a CV’s audit or an Interview audit completely free.

Instead, an example about tailoring contents to a specific audience could be creating a piece of content addressed to a specific IT community and, how can you be sure the community will be interested in that piece of content? Because you made your homework and thanks to the market research you’ve defined your prospects so you are not wasting your time creating useless contents but you know that that content if something this niche will be interested in.

Long Term Nurturing Strategy

We are all familiar with the above term and recently this topic has been touched many times from different companies with a specific goal, that is, building a community of potential candidates that one day would be interested in joining the company. Well, so far everything sounds good, but the question is: what does nurturing means for you? And what long term stand for?

In my opinion, there’re many employers that do not know the meaning of the word nurturing nor community. Most of them are thinking that gather emails or contact details and having them stored somewhere they’ve already created a community and they are nurturing those leads.

Are you? How are you doing that? Sending one email once a year or every 6 months? Well, if so I am sorry but you are doing it wrong!

Creating a community and nurturing means that you constantly have to engage with your audience, and above all by giving them value and for FREE. Yes, it is correct! You want to build trust towards your brand and you play the long game, and this exactly is where the word long term fits in.

Segmentation, email marketing, content marketing, data analysis, market research and more… is something that needs to be considered as an integral part of your tactic.

Therefore, half of the puzzle is done, everything is connected and you cannot claim to be innovative or that you are providing the best candidate experience when you are not able to attract the audience to your brand or set an email campaign to a segmented audience.

If you are providing the best candidate experience, have you ever thought about using those candidates to talking about your company or your service or their experience? Get in touch with them and ask whether they could be interested in recording 30 or 60 seconds of video. Remember having testimonials, evangelist or brand ambassadors is the key to establishing a strong and trusted presence.


Start Segmenting:

  • Having a database of thousands of leads/ candidates but without having a segmented list is very useless, especially if we put on the top of this the fact that your recruiters or sourcers are spending hours before finding suitable profiles within the database itself.

 Tailoring Contents:

  • Do your research, understand communities and find out all the interest a segmented audience has and create contents addressed to them. Yet, engage with them, get involve in discussions but never do that for the mere purpose of shamelessly promote your brand. By doing that you immediately lose your reputation!

Long Term Nurturing:

  • After having done all the above, you are ready to write down your long-term nurturing strategy but be sure you are able to track everything and think about creating a weekly or monthly editorial plan specific for it.

Last but not least, the goal should be to create a community based on their interests, and not on yours.

Engage and interact with them. Giving value to them and not to you, or at least not for now.

Your objective is to make the audience talking about you and hence using the word of mouth as the most powerful and trustful tool that will leverage and increase your brand awareness.