Recruitment Marketing: 5 Ways to Keep Your Best Candidates Engaged

Posted by Kelly Braun on June 20, 2019 at 8:09 AM     Recruitment Marketing
Recruitment Marketing: 5 Ways to Keep Your Best Candidates Engaged

It’s always exciting to see a resume that checks all of the boxes for an open position you’re looking to fill. You don’t want to miss this opportunity, so how do you keep candidate engagement high without having to carve extra time out of your day?

Use these 5 recruitment marketing best practices to keep your best candidates engaged.

1. Incorporate a Chatbot on Your Careers Page

More and more websites use chatbots these days. Chatbots are a way to automate some parts of the client communication process because they can be loaded with responses to commonly asked questions, direct people to the pages or products they’re looking for, and help you gain valuable insights on your customers.

Did you know they can be used for recruitment, too? If you’re wondering how to improve candidate engagement without spending extra time each day nurturing them, a chatbot might be the right answer for you.

For example, a chatbot can engage job seekers who are looking at your careers page by sharing information about the company culture, answering questions about the benefits of working at your company and explaining how to apply for an open position.

Outside of the initial setup, chatbots don’t require a lot of effort so you won’t have to invest large chunks of time in this recruitment strategy. It’s like having a personal assistant on the careers page that’s available 24/7 to answer candidate questions.

Looking for other easy recruitment tools? Here’s how to find your next employee on LinkedIn >>

2. Use Online Recruitment Assessment Tools

One of the more recent additions to the modern-day recruiter’s tool belt is the online assessment tool. When you have a pool of applicants, you can use an assessment tool to help narrow down the candidates before scheduling interviews.

Recruitment assessment tools can measure everything from personality type to cognitive ability to skill level. You’ll most likely be able to find one tailored to your industry.

For example, if your assisted living community is looking to hire a nurse, there are online assessments designed to gauge emotional intelligence and patient focus. By comparison, if you’re trying to narrow down candidates for a manufacturing job, there are assessments that can test mechanical aptitude.

Keep your central goal in mind, though. This online assessment shouldn’t lower candidate engagement in the recruitment process. If your assessment is too long, job seekers may lose patience. If the assessment asks questions that don’t align with the candidate’s expectations for the role, you risk the top talent deciding this job isn’t for them after all.

Need employees? Here's how a recruitment marketing strategy can help >>

3. Add a Personal Touch with Video

There are two main ways video can help during the recruitment process: It can help keep top candidates engaged, and it can help weed out the less-than-stellar candidates.

During the application process, it can be easy for candidates to feel disconnected from your company. If they start out eager to work for you, you don’t want too much time to pass before your next touch point or they might begin to lose interest.

Sending an email to touch base with a potential employee about the interview process helps. To help your email stand out from the dozens of new emails the recipient is bombarded with every day, I recommend that you add a video.

This helps form a relationship with the candidate before they even meet you. By sending them a quick, 30-second email introducing yourself and letting them know you’re excited to get to know them, it adds a personal touch to a process that can be stressful and impersonal for the candidate.

There are many free, easy tools you can use to create a quick video. We use a tool called Soapbox, which lets you record and share videos of your face and computer screen. Remember, it doesn’t have to be Oscar-worthy, just authentic.

One note, though—don’t embed the video in the email, because that might get marked as spam. Insert a screenshot and a link to where they can watch the video.


You can also sort out candidates who don’t make the cut by using video calls. Before setting up an in-person interview with someone whose application has a few red flags, ask them to meet with you virtually via an online video call. If you don’t already have a digital communication platform, Google Hangouts is a free tool you can use.

4. Help Candidates Get to Know the Company

The best candidates are the ones who take time to get to know your company before and during the application process. They applied because they liked what they saw, as opposed to just chasing a paycheck.

Don’t miss out on that enthusiasm. Instead, capitalize on it by showcasing your company’s strengths. You can do this via direct channels, such as get-to-know-us packets and company culture videos sent via email to applicants.

You can also take a less direct approach by highlighting your company culture on your social media accounts and website. Chances are, candidates are taking a peek at your Facebook and LinkedIn pages to see what it’s really like to work there. Keep candidate engagement high by posting insights into your company on a regular basis.

Find out why a killer online presence is key for recruitment marketing >>

5. Have a Solid Recruitment Marketing Strategy

Boosting candidate engagement is only one part of the recruitment puzzle. If you want help planning a comprehensive strategy from start to finish, download our free guide, 5 Steps to a Recruitment Marketing Strategy:

  to attract and hire the best talent? Launch a recruitment marketing strategy in 5 easy steps. Get My Recruitment Guide