Engagement Scores: What Are They and How Can Recruiters Use Them?

June 27, 2022

 

iCIMS Staff

4 min read

As the world’s first marketing automation technology for talent acquisition, Candidate.ID has its own set of systems, features and benefits. Part of what makes us so unique is how we track and score candidate engagement at scale – using engagement scores. Being the trailblazers for marketing automation technology for talent acquisition is no mean feat, but we have developed a platform specifically to solve the industry’s talent acquisition obstacles. Keep reading for our handy guide on engagement scores, and how Candidate.ID uses them to double the number of hires per recruiter.

What are engagement scores?

Since the invention of the CRM (Customer Relationship Manager), engagement scoring has been used by B2B sales and marketing platforms to track and score customer engagement of a product/service. Although engagement scores are not a new concept, they are unheard of in the world of talent acquisition. Traditionally, an engagement score is a number which measures how engaged your customers or prospects are. In marketing and sales, the higher the score, the happier the customer is.

How does Candidate.ID use engagement scores?

So, what’s the difference between an engagement score in sales, and how Candidate.ID uses engagement scores for talent acquisition? In talent acquisition, engagement scores are used to track how a candidate engages, as opposed to a customer. Candidate.ID uses engagement scoring to assess how engaged a candidate is in the recruitment process. By scoring a candidate based on engagement, Candidate.ID is able to determine which candidates are cold, warm and “hire-ready” in real-time. Not only does this offer the ability to cut down on manual admin time for recruiters, but it allows you to know which content is working, and which isn’t.

How do engagement scores actually work?

Candidate.ID uses trackable links to track candidate interactions across your entire company digital footprint. Once tracked, each interaction is assigned an engagement score. At Candidate.ID we use a standard model of engagement scoring, with specific actions receiving a designated score. This goes as follows-

• One point – email open, link click, website view or landing page view.
• Three points – social message link, view video, careers website page view or custom redirect link.
• Five points – sign up for webinar, job page view, form submission, file access.
• Ten points – career content file access, career event registration, join talent network.
• Fifteen points – career information form submission, career event submission.
• Twenty points – job application form fill.

Ultimately, this scoring model allows the customer to then filter its talent pipeline by engagement, with each candidate receiving an overall engagement score.

Below is an example of how Candidate.ID can determine which candidates are engaged, or “hire-ready”.

To other talent acquisition technologies, Manny and Lena have both opened an email. To Candidate.ID, Lena is an engaged candidate ready for a hiring conversation, whilst Manny is unengaged. No more cold-calling candidates to find out who is interested in a role.

Using engagement scores to cut down on time to hire

Recently, Candidate.ID started working with a world-leading American multinational corporation. Being such a reputable organisation, our customer has an immense talent pool of candidates for every role, sector and job title. However, obtaining this mass level of information presents its own set of obstacles. Our customer is facing challenges in organising its candidates into defined pipelines of in-demand talent. Using Candidate.ID, our customer is transforming its entire talent acquisition model by defining its talent pool into talent pipelines of cold, warm and “hire-ready” candidates. Candidate.ID offers our customer the unique ability to track and score its candidates based on engagement scores so it knows exactly who is engaged, or “hire-ready”. By clearly dividing ingoing and outgoing outreach, our customer is defining which candidates are fit for each role, and hugely cutting down on time to hire.

What are the key benefits of engagement scoring for talent acquisition?

• Using engagement scores, you can discover which content is working, and which isn’t. By assigning an engagement score to each action you have the unique ability to understand which content your candidates engage with. This allows you to tailor and personalise the content you send to each candidate based on how they interact.
• Engagement scores allow you to assess which candidates are cold, warm and “hire-ready” in real-time allowing you to cut down on time to hire and double the number of hires per recruiter.
• No more cold calling candidates. Candidate.ID can automate your recruitment messaging based on engagement score so you can cut down on manual admin time – your valuable human time!

The future of talent acquisition technology

As the world’s first marketing automation technology for talent acquisition, Candidate.ID is driving the way forward in terms of talent acquisition technology. No other talent acquisition technology can do what Candidate.ID can.

Transform your talent acquisition strategy with marketing automation

Want to know more about how you can discover which candidates are cold, warm and ‘hire-ready’? Download our ebook here.