Raise candidate response rates 5X+ with Campaigns - TalentBin Webinars

Learn best practices from one of our TalentBin Product Specialists. TJ is our "Personalized Subject Line Guru."

He will spend roughly 20 minutes explaining his techniques and will leave time for Q&A at the end.

Topics covered:
- Why Drip Campaigns? Drip Campaign Case Study Review - The data!
- How to properly use Drip Campaigns in TalentBin.
- Different types of Drip Campaigns and their uses for both corporate and agency recruiters.

If you aren't using TalentBin Automated Follow-up campaigns, you're missing out on 80% of potential candidate replies. TJ (the presenter) achieved a 65% response rate in his last campaign.

More here: http://support.talentbin.com/customer/portal/articles/1850127-webinar-4-drip-campaigns---will-you-be-mine-

Transcript

1. Will you be mine? How about now? Are you sure? Now? TalentBin Webinar #4 – Email Campaign Strategies FEBRUARY 13TH, 2014
2. Agenda 2 The following topics will be covered during our session today: Ø  Why Use Campaigns? Why Follow up? Ø  Case Study – Response Rate Data Ø  Time Saving Analysis Ø  Risks? What Risks? Ø  Quick Refresher on Email/Subject Line Best Practices Ø  How to Use Campaigns in TB Ø  Auto Follow-up Campaigns Ø  Generic & Specific Ø  Drip Marketing Campaigns Ø  Examples Ø  Customer Support Resources Ø  Q&A
3. Why use campaigns? Do follow ups work?
4. Yes! Auto Follow-Up Campaign Case Study 4 Auto follow-up drastically increases clicks, opens, and most importantly responses – putting more candidates in your funnel. •  Achieve 2x – 5x greater open, click, & response rates by auto-sending follow ups = more candidates in your funnel = more hires! •  Over 80% responses come from 2nd, 3rd, and 4th messages! (Automated) Persistence pays. *Case study executed by TalentBin Product Specialist (TJ) using TalentBin to recruit passive candidates. 82% 63%
5. What Is More Valuable than Your Time? Save It! 5 Auto follow-up campaigns in TalentBin not only increase response rates, but save hours of your valuable time. Action Cost Expressed in Time (minutes) Manual (Outlook) TB Manual TB Drip (Auto) Template Creation (4 total) 60 60 60 Send 1st Message 3 x 50 3 x 50 3 x 50 Send Follow Up #1 2-3 x 50 1 x 50 0 Send Follow Up #2 2-3 x 50 1 x 50 0 Send Follow Up #3 2-3 x 50 1 x 50 0 TOTAL Time Invested (50 candidate campaign) 510 – 660 mins (8.5 - 11 hours) 360 mins (6 hours) 210 minutes (3.5 hours) Time Saved vs. Manual 0 2.5 – 5 hours 5 – 7.5 hours So what? What can you do with an extra 5-8 hours? 1.  Email an additional 100-150 candidates for the same role 2.  Complete two more 50 candidate campaigns (new roles) 3.  Spend extra time personalizing 1st outreach emails/subjects 4.  Sleep an extra hour every night of the week
6. Wait, Is This SPAM? No, It’s Good Recruiting. 6 As long as your messages are quality and “candidate focused”, candidates don’t feel like they’re being spammed.
7. Wait, Is This SPAM? No, It’s Good Recruiting. 7 As long as your messages are quality and “candidate focused”, candidates don’t feel like they’re being spammed.
8. Quick Review – “Candidate Focused” Messaging (Webinars 1 & 3)
9. Reminder: All TB Webinars Are Recorded! Stay up to date on webinars past/present/future and new product features with our awesome support page. Support.talentbin.com 9
10. The Facts – A Dev’s Inbox Is Crowded 10 The typical developer’s inbox is full of recruiter messages that focus on the company and open roles vs the candidate. Observations: 1.  Focus on company/“we” 2.  Immediately mentions a job 3.  Not ONE message appeals to the candidate personally Big Ecommerce Co. Big Ecommerce Co. Big Ecommerce Co. No bait? No thanks!
11. 1 How Can YOU Be Better than the Competition? 11 You can be a step ahead of your competition by sending personal emails with subject lines based on the candidate. Takeaways so far: 1.  Reach out via personal email vs. LI or Desk Phone 2.  Focus on the CANDIDATE in the subject line and 1st paragraph 2
12. Take Advantage of TalentBin Skill Information 12 Especially if you are uncomfortable with using personal interests, use candidate skill information to drive subject lines.
13. Turning Skill Data into an Awesome Email Using your notes let’s plug in a personal sentence to your pre-made template to impress the candidate. Personalization Response Rates
14. TB Best Practice – Add a Personal Touch Top candidates get a lot of attention, make your messages stand out with a personal touch.
15. Social Profile Breakdown - Twitter 15 Mentioning Twitter bios and recent tweets are great rapport building tools when constructing awesome subject lines. What to look for: 1.  User bio summary 2.  Recent tweets 3.  A shared interest
16. Social Profile Breakdown - Other 16 If TalentBin doesn’t locate Meetup/Twitter profiles for a candidate, check out any of these options for insights. Source Where to look: •  Statuses •  Likes •  Cover/Profile Photo •  Check Ins •  Blog Title •  Blog Content •  Interests •  Schools & Mascots •  Causes •  Awards •  Patents •  Bios/Summary •  Topics followed •  Other… Patents
17. Case Study – Personalized Subject Lines 17 During a recent email campaign, a TalentBin Product Specialist achieved a 95% open rate when customizing subject lines. Email Campaign Metrics Emails Sent 54 # of Opens 51 Open Rate % 94.4%
18. Creating your own Auto Follow Up/Drip Campaigns in TalentBin
19. Getting Started with Your Own Email Campaigns 19 Just in case you haven’t edited campaigns before, all campaign dashboards are accessible in “Account preferences”. 1 3 2
20. Automated Follow-Ups vs. Drip Marketing 20 There are two different types of email campaigns, each with its own unique sets of rules and use cases. Auto Follow-Up •  Replies to message 1 •  Same subject line •  Just another nudge •  Only an option the 1st time you contact a candidate Drip Marketing •  Individual messages •  Different subject lines •  Different message content •  Available even after 1st contact
21. Get Your Priorities Straight – JD’s Recruiting Tips 21 It’s important to use your time wisely when creating email campaigns, so JD recommends this priority list. JD’s Tip! Keep an eye out for JD the purple squirrel on each slide for sourcing expert tips Create a generic Automatic Follow-up (“AFU”) campaign 1 Create a specific Automatic Follow-up campaign 2 Create a Drip Marketing Campaign 3
22. Priority #1 – Edit Your Generic AFU Campaign 22 Adding or editing a generic Auto Follow-up campaign will immediately increase response rates and save you time. Why use this strategy? •  Additional pings on the same message thread boost responses •  Same AFU campaign can be used on any candidate/position/client •  Zero time spent creating multiple campaigns •  Redirect users to your first message (make it awesome!) Why not? •  Follow up messages are less specific and could sound repetitive JD’s Tip! Edit your messages, be yourself. Be unique! 1
23. Priority #2 - Create a Specific AFU Campaign 23 Specific Auto Follow-up campaigns allow you to customize for many different variables while still boosting responses. Why use this strategy? •  Each additional ping is targeted/semi-customized vs. generic •  Customization options: •  Per Recruiter •  Message tone – Professional vs. funny •  Per Client •  Per req or skillset •  Location/relocation/work status •  Referral focused •  Tempo Why Not? •  More time invested creating templates JD’s Tip! Be careful about being too specific. Balance time and personalization for success! 2
24. Priority #3 - Create a Drip Marketing Campaign 24 Drip marketing campaigns give recruiters the ability to sell a candidate over a period of time with different messages. JD’s Tip! See Webinar #2 for advice on creating pipeline folders for keeping candidates warm (now using drips!) Why/When use this strategy? •  Corporate •  Each message is a chance to elaborate on why the candidate should come work at your company •  Agency •  This is a great way to keep candidates warm over time and keep on their radar for future roles/referrals Why Not? •  Creating a strong drip campaign takes time •  Drip messages don’t reply to the original message 3
25. Drip Example 1 – “Keeping Them Warm” Campaign 25 All recruiters can take advantage of Drip Marketing Campaigns to keep candidates engaged and thinking about opportunities.
26. Drip Example 2 – “Tip of the Spear” Campaign 26 This “Tip of the Spear” campaign gives recruiters the chance to sell a candidate over time with different types of “bait”.
27. How to Add Candidates to Different Campaigns 27 To add candidates to the different email campaign options, note the different locations on profiles/steps in workflow. Accessible at the bottom of your initial outreach message Accessible from the “Campaigns” section of a candidate profile
28. Take Advantage of Inline Support “?’s” 28 Our engineers recently added inline support pop ups to help explain campaign features and functionality. Support.talentbin.com JD’s Tip! Take advantage of our award winning support site. I use it all day long, and I’m an expert!
29. Takeaways & Best Practices 29 Let’s review some of the key conclusions from today’s TB Customer Success Webinar. Ø  TalentBin Email Campaigns can drastically increase response rates Ø  Automatic Follow-up/Drip Marketing Campaigns save hours of your time and make sure that the “Follow Up Ball” isn’t dropped Ø  Customize your own Follow-up/Drip Marketing Campaigns to target candidates with a variety of different techniques and strategies Ø  Take advantage of all TalentBin Customer Support resources to become a Certified Purple Squirrel Hunter/Unicorn Club Member
30. Q&A
31. Check Out Our Support Page For More Info! Stay up to date on webinars past/present/future and new product features with our awesome support page. Support.talentbin.com 31 TJ Adam Jordan Coran Kevin Jeff David Brendan Loryn Luke
32. New TalentBin Features Coming! Feedback? 32