Using Campaigns to Communicate Vacancy Updates with Candidates

Picture this: You’ve just been asked to update all the Candidates on a Requisition by the Hiring Manager. The role has been open for a while, and it’s high-volume, so you have dozens (if not more) applicants. You’re hoping to save time by emailing them in bulk. You can use Beamery Campaigns to accomplish your goal!

Plan your Approach

Before you begin to draft Campaigns, consider the task at hand. There are a few things to review and decide to make the most of your time.

Campaign Type

If you need the flexibility to add Candidate’s to the email from the Beamery Extension, or from their Profile, in addition to potentially tying your Campaign to Recipe automation, you should use a Dynamic Campaign.

If you want to build a recipe which automatically sends the Campaign when the Candidate reaches a certain Stage, is added to a Pool, or is Rejected from the Vacancy, and you do not need the flexibility to add contacts from their Profile, you should use a Triggered Campaign. 

Audience Segmentation

Can all of your Candidates receive the same message, or do you want to customize based on their progress in the Vacancy, their area of interest, their seniority, preferred language, etc?

If the tweaks are small, consider using Variables. Variables allow users to substitute personalized details from the Contact’s profile to fill in an email with more tailored details. If the Contact does not have that field on their profile, an appropriate fallback will automatically replace the blank value, ensuring a seamless experience for Recruiters and Candidates alike.  

If you need to alter the copy outside of the use of Variables, consider drafting a master campaign, including all of your subsequent touchpoints, branding elements, etc. Then, clone your campaign, adjust the copy, and rename following your organization’s naming conventions, to ensure you can find your Campaign again easily.

Automation

Are you hoping to automate the send of this Campaign to Candidates? Automated Campaigns are an excellent way to ensure Candidates remain informed of their progress against a role, or of any role changes, without adding additional work for Recruiters. If you have access to Automation within Beamery, you can set up a variety of Recipes which send campaigns automatically, triggering off the addition to a Pool or Candidate Stage Change, for example. If you do not have access to Recipe automation, work with your Beamery system admin to create the appropriate Recipes.

Draft your Campaign 

You know your audience, your campaign type, and whether or not you are going to Automate the send of your Campaign. You’re ready to build the email from scratch, or leverage an existing Template.

As a Best Practice, Beamery recommends adding a few basic Campaign templates that can be leveraged by recruiters to quickly and easily craft campaigns. If your organization is not using Templates, reach out to your Beamery team for further support! Templates can be added in Settings, or via the Campaign editor. 

Organizations have their own guidelines around email marketing, and Candidate correspondence, so follow the guidelines set out by your team when creating Campaign content.

In general, Beamery recommends scheduling follow up touchpoints for Candidate emails which require an action, such as clicking for more information, replying to setup a call, or submitting a Form. If it makes sense for your email to include a second or third touchpoint, aim to schedule these at least 3-4 days apart. In general, Beamery recommends 3-4 touchpoints per email.

Identify your Candidates

In order to email your Candidates, first you have to identify them. Did you know that you can filter on Vacancies within Beamery? You can find all the Candidates within a given Vacancy, as well as how far they have progressed in the Application process, without ever leaving the Beamery People Grid! You can even filter by Vacancy Stage to tailor your outreach to Candidates.

To find Candidates in your CRM who have applied to a specific Vacancy, filter by Vacancies. You can filter by all Vacancies which contain specific phrasing (such as Customer Support Associate) or can filter for the specific Vacancy you have in mind by selecting “IS” and then the appropriate Vacancy from the dropdown. 

Once you have identified your Vacancy, you can further refine your outreach by Filtering on Vacancy Stage. This is useful if you want or need to segment your message to Candidates based on their progress in a Vacancy. If you make a Hire, for example, you may want to send a more tailored outreach to Candidates who are very far along in the process, letting them know when you anticipate future openings in this area.

Action your Contacts

Bulk Action

Now that you have planned your approach, drafted or leveraged existing Campaign content, and segmented your audience, you are ready to send! This can easily be accomplished from the People Grid using Beamery Bulk Actions. From the People Grid, simply click on the empty tick box next to the first column in your grid. This will select all of the Contacts from your search. Then, select “Add to Campaign” from the Bulk Action menu.

Automated Campaigns

Both Dynamic and Triggered campaigns can be sent using Beamery Recipe Automation, which is an effective way to remove tasks from a Recruiters day. Let’s use  an example to illustrate how you might automate your Campaign.

Suppose you want to build a Talent Community for your Customer Success organization. You want to invite all of your top talent, past and present, to join the community once they’ve made it to the Onsite stage, as you know that any candidate who can make it to an Onsite is a great fit for your organization, To build the recipe, first consider when you want your Recipe to Trigger. In this example, a time-based trigger is used, with the goal of capturing historical candidates who have met this criteria in the past, as well as in an on-going fashion.

Refine your recipe action using Filters. In this example, filtering on Vacancy and Vacancy stage ensures the recipe only Triggers on contacts within a given Vacancy, and at a given Stage. This satisfies the goal of the outreach Campaign. 

To finish your recipe, Identify your Action(s). Of course, in this example, the goal is to send a Campaign. Additional recipe actions, such as “Add to Customer Success Pool” can also be added for increased efficiency, if applicable. 

Recipes are a flexible and powerful element of the Beamery system; this is not a comprehensive review of all the ways you can automate Campaigns within Beamery.