Creating Email Campaigns

Candidate Relationship Management email campaigns enable recruiters to send bulk email campaigns with high deliverability to up to 2 million candidates at once. Email campaigns can be sent to both external and internal candidates. Brand consistency is maintained through the use of email layouts and email campaign content templates. Email recipients can be added in a variety of ways, but campaign emails are sent only to recipients who have opted in to receive marketing emails.

The general steps to create and send email campaigns are as follows:

1. Create an email layout (optional)
2. Create an email content template (optional)
3. Write the campaign email
4. Add recipients
5. Send the email campaign

With custom reply to addresses, recruiters can get candidate replies right in their inbox, or staffing organizations can use a central inbox. Companies can track emails to understand campaign effectiveness to improve candidate marketing on an ongoing basis. Email Campaign information is reportable through Report Center.

Remember that, in our use case, Best Run will assist in developing promising candidates by providing remote training opportunities to help them prepare for the role, such as the following:

• Learn how to recruit, hire, and train new members of the sales staff
• Build your coaching skills
• Characteristics of highly effective sales managers

In addition, Best Run often offers remote sessions to highlight their employment brand to prospective candidates for a variety of positions. For example, they host A Day in the Life webinars to give candidates the opportunity to hear from experienced members on Best Run's staff.

Below is a mock-up of the Best Run email campaign use case we will configure.

After Candidate Relationship Management is enabled, the ability to configure Email Layouts and Data Capture Forms appears in Career Site Builder.

Creating email layouts allows the organization to manage the branding and layout used for all manually sent Recruiting emails. The following email layout for the Best Run brand exists in the training instances. A separate email layout can be created for every brand and locale.

The components available for email layouts are:

• Header – Includes a logo to the left or right of text
• Configurable Text Area – This is where the customizable content goes
• Text – Multiple text components can be added to an email layout
• HTML – Can be used like the custom plugin component on other pages: create two columns for the email, add images, and so on.
• Footer – Contains text

With the exception of the Configurable Text Area, all components for email layouts are configured within Career Site Builder. The Text component can be added multiple times to a layout; the other components can only be added once. The Email Layout feature is responsive, so ensure the layouts that you create are responsive too.

Use Email Layouts for Branded Manual Recruiting Emails

Once created, email layouts can be used for email campaigns or when manually sending email to one or more candidates. Manual emails can be sent from:

• Candidates→Search→Select candidates→Send Mail
• Candidate Profile→Email
• Candidate Workbench→Select candidates→Action→Email candidate
• Application→Email
• Offer Letter→Send via email

Note that a branded email cannot be used when sending email associated with a candidate status or a Recruiting email trigger.

To begin using email layouts, we recommend starting with a simple design, for example, add a logo to the header and perhaps change the font for the text components.

Email layouts are created in Career Site Builder under Layout→Email Layout. Add the desired components and order them. You can add the brand logo, change the background color for the email, and more.

Note that email layouts cannot be deleted but can be deactivated.

Email campaign content templates can be used to create the text to be inserted into the branded emails that are sent to candidates via email campaigns. Alternatively, the text can be entered directly into the individual email campaigns. Permission to create content templates is typically restricted, often to the company's employment brand professionals, rather than recruiters. Be aware that the content can be edited by Recruiting users before an email is sent.

Email campaign content templates are created from Admin Center→Manage Email Campaign Content Templates. Enter the content for the email in the rich text editor. To add a token, click on the ellipsis button (3 dots), select Recipient Field, and select the desired token.

For example, if a company plans to hold career fairs in multiple cities, you could create one content template with placeholders such as this: "Please join us on <date and time>, at <location>." The content template is then added to multiple email campaigns, and the placeholders are completed with the relevant information for that email: "Please join us on Friday, November 16, at our U.S. Headquarters: 3999 West Chester Pike, Newtown Square, PA 19073."

Usually, it is the recruiters and sourcers who create and send email campaigns. They are sent from Recruiting→Marketing.

Definitions for selected fields on the Email Campaign page are presented below:

• Locale - Be aware that a separate email campaign must be created for each desired language. You cannot create one email campaign and change the locale to make changes for other languages.
• Email Campaign Code - Automatically generated from the Campaign Name but can be overwritten. It must be URL-compliant, for example, replace spaces with underscores
• From Display Name - How you would like the From information to be presented on the email
• Reply-To Display Name - How you would like the Reply To information to be presented on the email.
• Reply-To Email Address - Actual email address that potential candidates reply to
• To - Recipients are added in a separate step.
• Email Layout – Optional: Select an Email Layout created in Career Site Builder.
• Content Template – Optional: Select an Email Campaign Content Template created in Admin Center.

Click Review Email to view a mock-up of the email that will be sent.

Up to 2 million candidates can be added to an email campaign. They are processed in jobs of 250,000 each. Recipients are not added directly to the Email Campaign page. Typically candidates are added to the campaign from a Candidate search or from the candidate’s Profile. It’s also common to add selected members from a talent pool. An entire talent pool can be added, but that is not commonly done. Remember that we do not recommend emailing candidates who have indicated that they are not interested the position, or that the Recruiting users have determined are not a good fit. If a candidate is added multiple times to an email campaign, they will receive only one email.

Adding Candidates to an Email Campaign from a Search

To select candidates from a search, navigate to Recruiting→Candidates→Keyword and Item Search. For example, to search on a field you created using the Candidate Profile Extension, select the field from the Profile Extension dropdown, as shown in the screen capture.

Select the desired candidates from the search results, and from the Actions option, select Add to Email Campaign. Select the name of the email campaign, and click Submit.

To confirm that the correct candidates were added, navigate to Recruiting→Marketing and open the Email Campaign. Scroll down to the To option and notice the number of manually added recipients and talent pools.

Note that you can also add candidates to an email campaign directly from the Candidate Profile.

Adding a Talent Pool to an Email Campaign

As mentioned, it is not leading practice to add an entire talent pool to an email campaign. When it is appropriate, navigate to Recruiting→Candidates→Talent Pools and check the box next to the talent pool name. Click on the ellipsis button and select Add to Email Campaign.

Adding Selected Members from a Talent Pool to an Email Campaign

Rather than adding an entire talent pool to an email campaign, it is far more likely that you will want to select candidates that are in specific statuses. To do this, open the talent pool and select the first status that you wish to select candidates from. Select the appropriate candidates, or select the entire list of candidates in that status. Click Actions→Add to Email Campaign. Repeat for the other desired statuses.

Email Campaigns can only be sent to candidates who have opted in to receive marketing email campaigns. After Candidate Relationship Management is enabled, the option Hear more about career opportunities is available on the candidate creation page in Recruiting, and it is also recommended to be added to data capture forms.

There are three possible states for the Marketing Consent Flag:

Candidates can visit their Profile to update their selection.

For candidates who have not made a selection, customers can send an initial consent opt-in email to request that candidates opt in for marketing emails.

Enabling Candidate Privacy Options

Existing candidates can change their setting for Hear more about career opportunities from the Candidate Profile, provided that data privacy settings are enabled. If your company is using Data Privacy Consent Statements, this is already enabled. If not, request to have this setting enabled from Provisioning→Managing Recruiting→Edit Candidate Privacy Options. Select Ask external candidates to set their visibility settings when creating an account or profile.

Enabling Selection of the Marketing Emails Checkbox by Default on Account Creation

If you would like, the option Hear more about career opportunities can be selected by default when the candidate creates their account in Recruiting. The candidate can uncheck it manually before clicking Create Account.

Note that in some counties, candidates are required to manually opt in, not accept a pre-selected opt-in default. In this case, do not select the Enable selection of the Marketing Emails checkbox by default at account creation.

To enable this setting by default, from Admin Center→Manage Recruiting Settings, select the Enable selection of the Marketing Emails checkbox by default on account creation. In our training instances, this setting is enabled.

To create an Opt-in Email Campaign:

1. Create a new email campaign as before, and in the Email Text, add the token [[EMAIL_CONSENT_OPT_IN_URL]]. This token is resolved to "Click here." When recipients click it, their campaign email consent is changed to Opt-In. For example, you can use text such as this: "We would like to send you information about career opportunities. If you would like to receive these emails, please [[EMAIL_CONSENT_OPT_IN_URL]]."
2. Add recipients to the email campaign from the Candidate Search. For example, from the Activity dropdown select Created profile, and from the Created a profile dropdown list, select a date range. You can also search using the Marketing Emails Consent filter and select Neither Accepted nor Declined, but this cannot be the only search term used.
3. Navigate to Admin Center→Manage Data.
4. From the Search box, use typeahead to select Campaign.
5. From the next dropdown box, select the name of the Initial Consent Opt-in Email Campaign.
6. From the Take Action dropdown near the top right, select Make Correction.
7. Select Yes for the field Include Recipients Who Have Neither Accepted Nor Refused Consent and Save.
8. Send the Opt-in Email Campaign and View Results. (See the next section for details.)

Email campaigns are sent from the location where they are created: Recruiting→Marketing. Select the campaign, and from the bottom of the page, click Review Email

Note that you also have the option to send a Test email. Remember that in Stage instances, test emails are only delivered to @sap.com email addresses.

You also have the ability to schedule a future date and time to send an email campaign. The scheduled time must be at least one hour in the future. You will receive an email confirmation when the email is sent.

After sending an email, either a confirmation will display, or an error message will describe the issue with sending the email. Be aware of the following:

• An email campaign with no recipients is not sent.
• If the email has no body text, a warning message will display.
• There will be a delay in viewing the results; return to the page for updates.
• If the recipients include talent pools with more than 30 members, the status of the campaign is changed to In Progress. When the emails have been sent, an email is sent to the sender.

Email Campaign details are listed below:

• Views – Number of recipients who viewed the email
• Clicks – Number of recipients who clicked on the link in the email
• Unsubscribed – Number of recipients who clicked on Unsubscribe
• Undeliverable – Number of recipients who could not receive the email as their email address was not valid
• Not Sent – Number of recipients who were not sent the email either because of missing consent or refused consent

Both draft and sent Email Campaigns are listed on the Marketing page. When the list of email campaigns gets long, you can find the unsent ones by filtering on Status=Draft. Use the 3-dot button to delete email campaigns that have not been sent. Use the gear icon to select and order columns.