Communications Best Practices

Communications

Infinite recommends the following best practices when it comes to Acoustic Campaign Communications.

Types of communications

• The types of communication you create depends on your industry, company size, and target audience. Ensure that you have a meaningful message or captivating story to tell. Communications can include:

  • Newsletters highlighting success stories or happenings within your organization

  • Share tips relevant to them as job seekers, such as skills that are in high demand, resume tips, or interview tips.

  • Event communications – invite them to attend an upcoming event or follow up after meeting them with next steps.

  • Job-specific emails highlighting types of jobs or asking them to apply to an open requisition.

  • Sharing upcoming hiring initiatives such as intern programs, university recruitment, or seasonal hiring.

Designing Communications

• Communication templates should be branded to match the other marketing material that is used by your organization. Recruitment is marketing and you want candidates to be engaged like customers to attract top talent. It is recommended to work with your internal branding or marketing department to develop content for communications. Your company should have a style guide to give you guidance on the fonts, colors, and logos to be used in order to create a consistent look and feel of your corporate brand.

• Acoustic Campaign does not have a limit on the number of templates you can create. While this is the case, the more communication templates you have, the more effort that must be spent maintaining them. It is recommended to engage with your branding or marketing team on communications to ensure that the messaging and branding is correct for your organization. Newsletter communications can also require more research and design compared to upcoming requisition announcements that can have standard text.

• Communications can include merge tokens to personalize the communication and create a targeted message for the audience you are trying to reach. The personalization can maintain engagement with leads so that they stay engaged with your organization until the right position opens for them to apply.

• Regularly used content, such as images and logos, can be added to the Asset Library in Acoustic Campaign. These can be added to communications and landing pages, saving the time for users having to find and upload assets for your communications.

• Consider the voice you want the lead to hear and ensure the tone of the email matches as you do not want the lead to feel as though they are receiving spam or invalid emails.

• Consider applying themes to your communication templates; consider the audience, the message, and the voice for each of the templates created. For example:

  • Attract: Passive

  • Nurture: Passive

  • Engage: Active

  • Re-Engage: Previous Candidates

    • This enables you to target your communications to the needs and wants of the lead. Passive candidates might be ones who have joined your talent pool but aren't actively looking for jobs. Your active candidates are more eager and should get more frequent communications while the previous candidates need to be reengaged perhaps more delicately than passive candidates.

• Consider having users who are dedicated to the different themes or types of communication in Acoustic Campaign. For example, one user might be directed to manage recruitment style communications, whereas another user might dedicate time for researching and developing a Newsletter.

• Communications templates are required to have an opt-out link to send to leads successfully.

• Sometimes less is more; many clients see communications that are shorter in length with a direct call to action see better results than wordy email that are unclear in their intent.

Sending Communications

• Discuss with your teams how often communications should be sent to leads. The frequency depends on the message. If you send too many communications, leads can become disinterested and stop opening the communication or opt out entirely. Similarly, if the communication is not relevant to the lead they are less likely to open it.

• It is recommended to monitor send time optimizations. Send time optimization means that you send a communication when a lead is most likely to open and read it. Acoustic Campaign includes reporting tools to show what communications were opened by your leads. This information is available after you send the communication.

• Acoustic Campaign can be configured to automatically send communications to candidates based on a set of rules. For example, and automatic Thank you for submitting your details communication can be created and sent after a lead submits their details by using a landing page.

• Query lists can be created in Acoustic Campaign. Query lists can be used to send communications to a dynamic list of individuals. To receive the email, the individual must meet the query criteria set in Acoustic Campaign. For example, a communication with an apply URL can be sent to a query list of leads that have expressed an interest in the area that the req relates to. This can save the recruiter time searching for leads with that area of interest, and then sending the communication.

Relevant Links

• Managing Communications