Describing Candidate Relationship Management

Most companies now consider recruiting to be a long-term activity, where success depends on nurturing relationships with candidates over the long term. Staffing organizations may need to work with a candidate for 18 months before a hire.

94% of recruiters are convinced that engaged candidates are more likely to apply, and 80% of them see that the quality of their hires has increased as a result of having pipelines in place.

With Candidate Relationship Management features, SAP SuccessFactors Recruiting evolves from an Application Tracking System into a full-cycle Candidate Engagement System, providing a seamless workflow for candidates, from applying through onboarding.

With Candidate Relationship Management, staffing organizations can:

• Create and manage talent pools to organize and manage critical talent needs
• Create and send targeted email campaigns
• Develop dynamic data capture forms to capture new candidates
• Use the expanded candidate profile to manage correspondence with the candidate and their talent pool membership
• Search across the entire candidate and employee database

Customers run Candidate Relationship Management programs to nurture, attract, and hire top talent. Rather than sourcing from scratch for each job, recruiters will have the data to nurture passive candidates, which can reduce the cost per hire and time to fill.

Candidate Relationship Management is built into SAP SuccessFactors Recruiting, and is included at no additional cost. Candidate Relationship Management is fully self-service; customers can create and execute recruiting campaigns without any back end configuration.

To take advantage of the Candidate Relationship Management functionality, customers must have a site created with Career Site Builder.

Refer to the Setting up and Maintaining SAP SuccessFactors Recruiting guide on the SAP Help Portal for further information on implementing and maintaining Candidate Relationship Management.

Customers run recruiting campaigns to attract candidates for a variety of positions. They can then search on the leads they’ve generated and add the appropriate candidates to talent pools.

Candidate Relationship Management Use Case 2: Recruit Candidates for Remote Sales Manager Positions

You will configure and test this use case in your Best Run CSB training instance.

Business Need/Setup

Best Run's Red Brand is ramping up to expand their salesforce. They will identify and recruit experienced sales managers, and will help develop promising candidates by providing training opportunities to help them prepare for the role, such as "Build your coaching skills" and "Characteristics of highly effective sales managers".

Best Run creates a specific landing page for the Remote Sales Manager role on their CSB career site and links potential candidates there from various places on the web.

After Candidates Complete the Form

When the form on the landing page is completed, the candidate is automatically added to the Remote Sales Manager talent pool. Recruiters add qualified candidates from the talent pool to any open requisitions for sales manager, which generates an emailed invitation for the candidate to apply. In addition, potential candidates begin receiving job alerts every week for any newly opened sales manager positions with the company.

Keeping Candidates Warm

In addition, to immediately fill open positions, Best Run's goal is to "keep silver medalists warm", or in other words, continue engaging strong candidates who were not hired. As part of that goal, they provide remote training opportunities for candidates who need more experience in leadership. Recruiters send email campaigns to promote these training opportunities, and to highlight their employment brand. These email campaigns are not necessarily job-driven, as candidates who complete the form will automatically begin receiving job alerts.

It is suggested that you start small and build on your successes. Set standards and guardrails, such as the following:

• Will you host events? If so, will you use a partner (such as LinkedIn, Facebook, and so on)?
• Who designs landing pages and data capture forms?
• What information do you want to collect on data capture forms? Which will require custom fields?
• Where will you market your campaign/events online?
• How will you name your campaigns? How will you keep track of the campaign names?
• What talent pools will be useful for your organization?
• Who creates talent pools? Are they shared?
• Who creates email campaigns? Will you use content templates, and if so, who creates them?
• What design do you want for your email layouts? Will your company use more than one?
• How will you leverage campaign reporting to determine effective marketing channels and sources for future bulk hiring needs?

The staffing department needs to decide what information they want from prospective candidates. For the Remote Sales Manager campaign, they want to collect this information in addition to requesting a resume:

• Name
• Email
• Mobile phone
• Years of sales experience
• Years of management experience

They decide on "RemoteSalesManager" for the campaign name and "Remote Sales Manager" data capture form code, to track the results of the campaign. They also determine that candidates should receive job alerts related to sales positions with the company.

Candidate Relationship Management is primarily used by recruiters and sourcers. The initial setup is usually performed by an admin, with input from the organization’s marketing/brand management group.

Your organization can adapt the sample steps to set up a hiring campaign below for the roles that support your recruiting organization.

A recruiting admin usually completes the following setup steps:

• Create any new fields that are needed, using the Candidate Profile Extension in Admin Center.
• Create the data capture form and add the desired fields.
• Create the customized landing page for the campaign (designed by the corporate communications team), and associate the data capture form with the data capture form code. Add a specific a job alert for candidates who complete the form.
• Create a saved search to automatically add students who complete the form to the talent pool (created by a recruiter).
• If not already existing, create the talent pool, including talent pool statuses.

Recruiters complete these setup steps:

Recruiters market the campaign on social media and other channels. First they will create tracking links for the sites where a link to the landing page will be posted, using the campaign code RemoteSalesManager

The corporate communications team complete these steps:

• Design the landing page for the campaign.
• Create an email layout that will be used when sending targeted emails to interested candidates, if it doesn’t already exist. (Email layouts can be used for other Recruiting emails too.)
• Create email campaign content templates related to online training opportunities.

After prospective candidates complete the form, recruiters do the following:

• Review potential candidates who were added to the Remote Sales Manager talent pool, and move them into the appropriate statuses.
• If there are current open positions that are appropriate for prospective candidates, recruiters forward the candidates to the requisitions, which triggers an email with a link to the application.
• Recruiters send follow-up email campaigns to thank candidates for their participation. They periodically send email campaigns to promote the online training opportunities.

Admins generate Advanced Analytics reports based on the RemoteSalesManager campaign code:

• Identify which marketing channels were most effective for the campaign.

• Candidate Relationship Management (CRM) turns recruiting into long-term candidate engagement: SAP SuccessFactors Recruiting extends beyond an ATS to nurture relationships (often over many months) using pipelines, improving engagement and hire quality while reducing time-to-fill and cost-per-hire.
• CRM is included at no extra cost and is self-service but requires a Career Site Builder (CSB) site. With CRM, organizations can build talent pools, create landing pages + data capture forms (including custom fields), run targeted email campaigns, maintain richer candidate profiles, and search across candidate/employee databases.
• How campaigns work: Admins set up custom fields, forms, landing pages, job alerts, talent pools, saved searches, and email templates/layouts; recruiters market campaigns with tracking links, manage talent pool statuses, invite candidates to apply, and keep "silver medalists" warm with ongoing content (like training). Results are measured via analytics using the campaign code to assess channel/source effectiveness.