Recruitment Marketing

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A Workflow is a series of automated actions triggered when a candidate completes a call-to-action. An 'auto-nurture Workflow' is the name given to a Workflow set-up specifically to nudge candidates who have started an application but not yet completed it, with a view to progressing them through the funnel.

This Workflow is fully customisable, and you can choose whether to have your Workflow triggered by any/all candidate(s) who complete a particular call-to-action, or, by those candidates who complete that call-to-action AND meet additional criteria.

Related information: Measuring the effectiveness of a workflow.

Creating the workflow

1. From the side menu, under CRM click Workflows.
2. Click the New button.
3. Name your workflow. In the case of auto-nurture, it's helpful, for tracking purposes, to give your workflow a name that clearly illustrates its function, for example: Auto-nurture: customer care jobs.
4. From the What should trigger this Workflow drop down, select Call-to-Action.
5. Define the Call-to-Action as Apply URL.
6. You can link the workflow with a specific web campaign if required.
   Note: Where the CTA is used in multiple places and you choose to associate the workflow with a web campaign, the workflow will only run when the CTA is performed within that web campaign.
   
   
   
   
7. If you want to run the auto-nurture workflow for a specific subset of jobs only, you can do so by entering the relevant Jobs Criteria.
   The example above will create an auto-nurture workflow for 'Customer Care' jobs only. For more information refer to Campaign job criteria.
8. Select the Restrict this workflow to live jobs checkbox to ensures that any workflow that has an associated job will be cancelled if that job is archived (or put into 'Draft' mode if manually added) following workflow activation.
   The example above, if a workflow is activated for a Customer Care job that is subsequently archived, the auto-nurture workflow will be cancelled. This prevents candidates from receiving a nudge email encouraging them to revisit and complete an application for a job that is no longer live.
9. Define the Minimum delay between workflow executions for each candidate, by using the Day(s), Hours(s), Minute(s) selectors.
10. Click the Save button.

Creating the workflow step - time delay #1

You can now start to build out your workflow by adding steps.

1. Beneath the Workflow item, click the New icon to add your first workflow step.
   
   
   
   
2. From the What kind of workflow step would you like drop down, select Delay.
3. Enter the time to pass before the system sends the first "nudge" email encouraging candidates who have yet to complete their application to do so. A minimum delay of one day is recommended.
   
   
   
   
4. Click the Save button to keep the settings and return to the Workflow screen.

Creating the workflow step - if/else control #1

1. Back on the Workflow page, beneath the Delay next step item, click the New icon.
2. From the What kind of workflow step would you like drop down, select If/else to allow you to automate different actions depending on whether the condition you specify evaluates to true or false.
3. Ensure the And button is selected.
4. Click the Add rule button.
5. From the drop down, select Job application status and this will display has ever been equal to with Completed.
   
   
   
   
6. Click the Save button to keep the settings and return to the Workflow screen.

Creating the workflow step - if true candidate email #1

In this workflow step, you will configure the system so that if the candidate has completed their application, then an email will be sent to them. This action will complete that branch. For more information refer to Creating and sending an email.

1. On the Workflow page, on the green / right branch, click the New icon.
   
   
   
   
2. From the What kind of workflow step would you like drop down, select Email.
3. From the Who should receive the email drop down, select The Candidate.
4. Select the sender from the drop down.
5. Select which email will be sent, for example: Thanks for applying.
   
   
   
6. Click the Save button to keep the settings and return to the Workflow screen.

Creating the workflow step - if false candidate email

In this workflow step, you will configure the system so that if the candidate has not completed their application, then an email will be sent to them encouraging them to do so.
For more information refer to Creating and sending an email.

1. On the Workflow page, on the red / left branch, click the New icon.
   
   
   
   
2. From the What kind of workflow step would you like drop down, select Email.
3. From the Who should receive the email drop down, select The Candidate.
4. Select the sender from the drop down.
5. Select which email will be sent, for example: Incomplete application - Nudge #1.
6. Click the Save button to keep the settings and return to the Workflow screen, which should look like this:
   
   

Creating the workflow step - if/else control #2

1. Back on the Workflow page, beneath the Delay next step item, click the New icon.
2. From the What kind of workflow step would you like drop down, select If/else to allow you to automate different actions depending on whether the condition you specify evaluates to true or false.
3. Ensure the And button is selected.
4. Click the Add rule button.
5. From the drop down, select Job application status and this will display has ever been equal to with Completed.
6. Click the Save button to keep the settings and return to the Workflow screen.

Creating the workflow step - if true candidate email #2

In this workflow step, you will configure the system so that if the candidate has now completed their application, then an email will be sent to them. This action will complete that branch. For more information refer to Creating and sending an email.

1. On the Workflow page, on the green / right branch, click the New icon.
2. From the What kind of workflow step would you like drop down, select Email.
3. From the Who should receive the email drop down, select The Candidate.
4. Select the sender from the drop down.
5. Select which email will be sent, for example: Thanks for applying.
   
6. Click the Save button to keep the settings and return to the Workflow screen.

Creating the workflow step - if false time delay #2

In this workflow step, you will add another delay this time for 3 days before action by the system.

1. Beneath the If/Else branch item, on the red / left branch click the New icon.
2. From the What kind of workflow step would you like drop down, select Delay.
3. Enter the time to pass, for example: 3 days, before the system sends the first "nudge" email encouraging candidates who have still yet to complete their application to do so.
4. Click the Save button to keep the settings and return to the Workflow screen, where the latter half should now look like this:
   
   

Creating the workflow step - candidate email #3

In this workflow step, you will configure the system so that if the candidate has now completed their application, then an email will be sent to them. When choosing your email, remember that this is the candidate's second "nudge" to complete their application. This action will complete that branch. For more information refer to Creating and sending an email.

1. On the Workflow page, on the green / right branch, click the New icon.
2. From the What kind of workflow step would you like drop down, select Email.
3. From the Who should receive the email drop down, select The Candidate.
4. Select the sender from the drop down.
5. Select which email will be sent, for example: Incomplete application - Nudge #2.
   
6. Click the Save button to keep the settings and return to the Workflow screen.

Completed workflow model

Below is how the completed workflow looks, but you can repeat the steps as required as many times as you feel is effective in getting candidates over the line. A maximum of three nudge emails is recommended, sent over a period of two weeks starting when the candidate fills out an Apply URL at intervals of 1 day later, 3 days later, and 7 days later.