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Create incredible candidate experiences that communicate your brand, mission, and values with recruitment marketing solutions.
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Learn more Talk to salesAttract the best talent for your business with powerful, on-brand career websites that excite candidates and drive engagement.
Learn more Talk to salesCombine behavior-based marketing automation with AI insights to build talent pipelines, engage candidates with multi-channel marketing campaigns, and automatically surface the right talent for the job.
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Learn more Talk to salesSimplify recruiting, dynamically engage talent, and reduce hiring bias with job matching and recruiting chatbot technology.
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Learn moreHow PRMG attracts 50% more applicants for niche finance roles with the iCIMS Talent Cloud.
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Learn moreExpert guidance about recruitment solutions, changes in the industry, and the future of talent.
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Learn morePartner with iCIMS to build the right strategies, processes, and experience to build a winning workforce.
Learn moreDeliver the innovation your talent team needs, along with the global scale and security you demand.
Learn moreWatch the recording of our latest webinar looking at key findings from a recent study and explore short-term and long-term solutions for the talent crisis in 2022 and beyond.
Watch on-demandView press releases, media coverage, and the latest hiring data. See what analysts are saying about iCIMS.
Learn moreiCIMS is the Talent Cloud company that empowers organizations to attract, engage, hire, and advance the talent that builds a winning workforce.
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Learn moreWe believe the future of work isn't something that "happens" to you. It's something you create. We actively create the future of work with our customers every day.
Learn moreStreamline your tech stack and take advantage of a better user experience and stronger data governance with ADP and the iCIMS Talent Cloud.
Learn moreThe combined power of iCIMS and Infor helps organizations strategically align their business and talent objectives.
Learn moreOur award-winning partnership with Microsoft is grounded in a shared desire to transform the workplace and the hiring team experience.
Learn moreOur partnership with Ultimate Kronos Group (UKG) supports the entire talent lifecycle by bringing frictionless recruiting solutions to UKG Pro Onboarding.
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Imagine you have two candidates with identical experience and qualifications. The first is highly motivated. She’s familiar with your organization and ready for a hiring conversation. The second is open to changing jobs. She somewhat knows your brand, but she generally likes where she’s at. She’s also not sure about the risks of starting a new job in an uncertain economy. She can be won over, but she’s not quite there yet.
Who is the better candidate?
In reality, these aren’t two different candidates: they’re the same person. The only thing separating them is time. And an effective engagement strategy.
Hot leads are candidates you know are highly qualified and have expressed strong interest in joining your organization. Having a lot of hot leads is every talent acquisition team’s dream. They make the hiring process easy.
The truth is these candidates are “hot” because all the groundwork has already been done. They’re sold on your brand and ready to make a move, and you’re a fan of their skills and experience. The hiring process for these candidates is often fast. Make them an offer, and you’re reasonably certain they’ll accept.
This can only happen when organizations have an effective, ongoing recruitment marketing strategy to keep candidates engaged until the right opportunity presents itself.
An easy way to turn potential candidates into hire-ready candidates is through behavior-based campaigns, like those in iCIMS’ candidate relationship management software. Behavior-based campaigns automatically share content with people in your talent database based on what they interact with individually—creating a highly personalized experience. Logic trees are set in advance, so the process runs on its own. This makes it possible to engage many candidates over time, without the need for recruiters to manually follow-up with every single person.
They can also be customized for specific roles or departments. For example, niche roles that are hard to fill, such as engineers and orthodontists, might get their own campaign. Higher volume roles, such as line cooks or retail associates, might get another.
Once a candidate interacts with your campaign enough, they pass the threshold to be considered a “hot lead” which means they are labeled with a “highly engaged” engagement score in CXM.
To supplement email campaigns, advanced recruitment marketing platforms should also support a wide variety of channels, such as chat, video, and more.
Just like in consumer marketing campaigns you get in your own inbox, a major driver for success with behavior-based recruitment marketing campaigns is to create quality high-touch, personalized experiences. People want to feel like they have an inside track into your company.
Here are a few ideas for engaging content:
Note that not every candidate in your talent pool is going to turn “hot” right away. For many, this takes time. Candidate engagement is a process, not a destination. You’ll likely find that many people receiving your campaigns won’t engage or respond for some time. That’s okay. Keep these candidates warm by sharing content about your brand until they start to engage. Once they do, send them more specific content that aligns to their skills, experience, potential future department and interests.
The right recruitment marketing strategy – one that focuses on turning talent into “hot leads” – can help you increase applicant conversion, hire faster and ensure new hires are excited and motivated.
If you’re ready to build scalable, automated campaigns, check out iCIMS CXM, the new standard in candidate relationship management software and start creating hot leads of your own.
Alex is well-versed in content and digital marketing. He blends a passion for sharp, persuasive copy with creating intuitive user experiences on the web. A natural storyteller, Alex highlights customer successes and amplifies their best practices.
Alex earned his bachelor’s degree at Fairleigh Dickinson University before pursuing his master’s at Montclair State University. When not at work, Alex enjoys hiking, studying history and homebrewing beer.
June 7, 2024 
4 min read