Talent Management Processes

Candidate Relationship Management

by Taleo Research

During the age of the Internet, companies look to the Web to help them more efficiently build, sustain and effectively communicate with their customers. Innovative new Web-based business practices and applications that help an enterprise manage customer relationships in an organized way have become known as customer relationship management (CRM). CRM practices and methodologies are particularly applicable to online recruiting, and may be referred to as candidate relationship management.

From a CRM point of view, the first step in garnering new customers is to identify appropriate market segments and collect data on customers and prospects, allowing corporations to successfully build and execute marketing campaigns and events. Customers and prospects take part in online and offline events that most interest them, and relationships begin to evolve. This helps enable corporations to build a strong brand that differentiates it from its competitors in an effort to maintain loyal customers and solid prospects.

Similar to customer relationship management, the goal of candidate relationship management is to create and sustain long-term relationships with target audiences in order to create significant value for both parties.

To succeed in today’s knowledge-based economy, corporations must have a solid understanding about what jobseekers and current employees want. The Internet has provided companies with a new way of connecting and communicating with candidates. This communication occurs at different levels and in different venues – from basic job board postings to interactive messaging automated through sophisticated online staffing management technology.

Candidate relationship management and candidate communication play a critical role in identifying, developing and sustaining long-term relationships with candidates and existing employees. Establishing a candidate communications process makes it easier for candidates and employees to interact with the organization. At its best, corporations can utilize systems to streamline staffing processes and make better staffing decisions while being responsive to candidates and internal employees. Such services may include:

• Job Agents
  When completing a candidate profile or applying online, candidates are also given the option to receive notification about other positions they possess the skills for, through a Job Agent. The Job Agent automatically notifies qualified candidates about new job openings that fit their skills and ambitions, encouraging them to return to the corporate Careers Web site to apply. In the same fashion, corporations can send out communications keeping candidates informed of news, openings and other initiatives within the company.
  
• Candidate Profile Creation
  The relationship with a candidate begins when an online job application is completed for an immediate job opening, or a candidate profile is submitted to see if there are other open requisitions that are best suit a candidate’s skills and interests. Candidates can be immediately notified via email that their application has been received and may be updated on the status of their application throughout the entire staffing process.
  
• Automated Response Management
  Importantly, candidates can receive notification and status updates every time they apply for positions within the corporation or when they update their profile. In fact, jobseekers in an Taleo Research survey of more than 1,500 visitors to Careers Web sites of Fortune 500 companies clearly indicated this is a priority. As reported in Perception vs. Reality: Jobseeker Behavior Online, 99 out of 100 jobseekers expect an acknowledgement after applying online.
  
• Candidate Status and Update Status
  During the hiring process candidates can be kept apprised of their status, and may apply for as many positions as they like without resubmitting their information.
  
• Ad-hoc and Full-database Candidate Messaging
  Corporations can periodically send corporate messages to the candidate pool. Good CRM examples are invitations to candidates for career seminars, or holiday greetings.

Over the past 30 years, recruiting has evolved from mass recruiting and segmentation to one-to-one recruiting. Recruiting is no longer a static event; it is about on-going communication with people who possess a given set of skills. With powerful candidate relationship management, corporations can effectively communicate with candidates (both internal and external) and build long-term loyal relationships. This positively impacts the company’s brand recognition, differentiates it from peers and plays an important role in positioning the company as an employer of choice. With sophisticated technology, candidate relationship management techniques are both achievable and effective.