This article will help you increase your online referrals and shares, visibility to passive candidates, job description, and candidate response rates. You will also get some insight regarding the increase in recruiter productivity when inbox recruiting is the main activity and requisition loads are heavy.

You will not only be able to enhance the traffic on your site but also add unique applicants into your applicant tracking system every month. It’s commonly observed that if you can add a large number of new applicants each year just by following these simple steps.

By taking an advantage of assets that you might be underusing from your applicant tracking system (ATS), you can achieve desired results. A recent stat shows that investors are now showing a lot of interest in ATS by investing quite heavily on it. Not only that the overall cost can exceed beyond its support team and the platform itself.

If companies use the ATS in the same way they use their customer relationship management tool and make use of the data they have, they can easily maximize their ROI (return on investment). Rather than putting all their efforts by focusing candidates in external networks, they should develop effective marketing strategies for the candidates that they already have within the system.

When a candidate submits an application through your applicant tracking system and in doing so spends time going through an application process, it clearly indicates his/her commitment and interest in your company.

Try to build on this relationship, as it is observed that those candidates who know your brand result in 17% higher response rate as compared to the ones in cold lists. Likewise, there is a 13:1 ration where candidates have a history of applying with the company and they are the ones who are more likely to refer to these jobs on social media networks. However, those candidates who doesn’t have any idea about the brand are least likely to refer.

10 steps given below will maximize your results from your existing database.


Get a clear understanding of your ATS along with the types of candidate data that you can download from the system

The data includes first name, last name, location, email address, phone, job applied, and job status. Here status holds critical importance because it identifies previous applicants and their outcome. It also tells you if they are currently employed or not.


You should know in advance what you want to do with that downloaded data. Following are some of the questions to ask yourself.

  • Do you want to target new hires or touch internal employee data for a campaign?
  • Do you want to promote jobs geographically or locally?
  • Do you want to target multiple jobs or just a single job?
  • Do you want to support a networking event or a job fair?
  • Do you want to support a presentation or a campus hiring event?


Decide how you will reach all the candidates

This can be accomplished by calling, emailing, texting, or by social media channels such as LinkedIn, Facebook, and Twitter. There is a host of tools available that can help you accelerate, measure, and manage your strategies. While you are planning your strategy, don’t forget that the planning should be on the front end to know the best and worst case scenarios. Things like who will follow up with the call to action activity, and what will happen in case the volume exceeds your expectation.


Plan your calls and messaging to connect with your candidates

To achieve your end goals you must create a strong and meaningful messaging that clearly describes your end goals. These goals may showcase the application procedure, how a recruiter can be contacted, how to schedule interviews, or collecting interest in joining a career related event. Don’t make a mistake of using the same approach for all kind of messaging. Ponder having the message derive from a recruiter versus a hiring manager. This helps in cases where the target population is in increased demand.


Use Pictures/Images

Images play an important role in visual strategy.  You need to decide what images can be associated with particular campaigns. It is important to project consistency with your overall employment brand, at the same time in order to communicate to the audience there is still room to convey the special messaging that you are looking for.


Consider the voice

Voice strategy is something that includes a video or pre-recorded calling campaign. It includes the tone, which can be either masculine or feminine. You should also consider the pace of the tone. All these things can make a difference.


Take a look at your client group and subject matter experts

People often miss this step, which should never be overlooked. It is observed in many cases that candidates directly reach out to the business team. Always check with your team when a candidate sidesteps your intended process.


Make sure the project is reportable and measureable to the business team

Statistics and numbers is a powerful way to judge the performance of ATS. Important element that needs to be tracked are number of hires made, interviews conducted, candidate screens, returned calls or texts, attendees, number of new applicants, click through rates, and percent of opened emails. Keep a baseline in view and compare the results of your marketing efforts.


Look out for Trends

Recent trends like Opt-out rates, social referrals, and hires per recruiter over-time, need to be monitored over a period of four to five months. It will give you a better understanding of whether the proposed outcome was the factual outcome.


Perform tests in order to refine your strategy afterwards.

By listening to the feedback of candidates, monitoring trends, and using your metrics you can refine your strategy. For example, by sending two similar video emails to candidates from the recruiter and the hiring manager. It was observed that video message from the hiring manager brought much better results in terms of the quality of the applicant.


Organizations all over the world make huge investments to build applicant traffic, likewise, applicants also invest their time and efforts in your active jobs. It is up to recruiters to maximize this investment in ATS and increase their productivity with the help of a targeted recruitment campaign. This way they are more likely to achieve their objectives.

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