Introducing the Administration Course

Exploring the Candidate Experience

Formatting Job Data and Job Distribution

Exploring Career Site Builder

Setting Up and Configuring Career Site Builder

Customizing the Career Site

Optimizing and Maintaining the Career Site

Managing Candidate Relationships

Introducing Advanced Analytics

Planning Next Steps

Sending Email Campaigns

Objective

After completing this lesson, you will be able to send email campaigns.

Initial Consent Opt-in Email Campaigns

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.

A screenshot of the Create an Account form includes a checkbox next to the following option: Hear more about career opportunities.

There are three possible states for the Marketing Consent Flag:

A screenshot of the Marketing Consent Flag shows three states, Unknown, True, and False.

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.

A screenshot of the General Data Privacy Settings sections with checkboxes selected.The preceding text provides more detail.

Creating Initial Consent Opt-in Email

To invite recipients to participate in email campaigns, create initial consent opt-in email campaigns. Unlike regular email campaigns, opt-in campaigns can be sent to recipients who have neither opted in nor opted out of email campaigns. It will not be sent to candidates who have already opted out.

If candidates are added to SAP SuccessFactors Recruiting by recruiters, an initial consent opt-in email should be sent so that those candidates have the opportunity to make the selection to receive email campaigns.

You may need to create multiple initial consent email campaigns, taking into account the different locales and other segmentation requirements.

Create and Send an Initial Consent Opt-in Email

To create an Opt-in Email Campaign:

Steps

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]]."
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.
Navigate to Admin Center→Manage Data.
From the Search box, use typeahead to select Campaign.
From the next dropdown box, select the name of the Initial Consent Opt-in Email Campaign.
From the Take Action dropdown near the top right, select Make Correction.
Select Yes for the field Include Recipients Who Have Neither Accepted Nor Refused Consent and Save.
Send the Opt-in Email Campaign and View Results. (See the next section for details.)
Note
Test emails out of Stage or Preview are only delivered to @sap.com email addresses. When you send an email from Production, emails are sent to all matching recipients.

Email Campaign Generation

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.

A screenshot showing a Send Test button under the Campaign Description

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.

A screenshot showing the Send to a Specific Date/Time option is selected.

Results of Email Campaigns

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.

A dashboard showing email campaign details with recipient engagement metrics and campaign specifics.

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

Send an Email Campaign and View Results

Business Example

We will send the Build Your Coaching Skills training email campaign.

ExerciseStart Exercise

Task 1: Send an Email Campaign and View Results

Steps

Proxy as Paula Price.
Navigate to Recruiting→Marketing.
Click the name of the Email Campaign created earlier: Build Your Coaching Skills training invite – January 10.
Scroll to the bottom and click Review Email.
Click Send Test. If you have an SAP email address, enter it and click Send. (Remember that in Stage instances, test emails are only delivered to @sap.com email addresses.)
Click Send Email.
From the Send Email screen, click Send at a Specific Date Time. Notice that a time one hour in the future is displayed. You can either click Schedule Email or Cancel this request and then click Send Immediately and click Send Email.

Task 2: View Results

Steps

From the Recruiting→Marketing→Email Campaigns page, ensure that the Status column contains Sent.
Click the name of the Email Campaign to view the results.

Email Campaigns Management

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.

A screenshot shows the Delete option when you click on the ellipsis (three dots). Additionally, selecting the gear icon opens an options menu for selecting and ordering columns.

Summary

Recruiting email campaigns can only be sent to candidates who have opted in (via the "Hear more about career opportunities" option). Candidates can update this setting in their profile, and admins can enable privacy options and (where legally allowed) set the opt-in checkbox to be selected by default at account creation.
For candidates who have neither opted in nor opted out (especially those added by recruiters), create an initial consent campaign that includes the token [[EMAIL_CONSENT_OPT_IN_URL]], which appears as "Click here" and updates the recipient’s consent to Opt-In.
Campaigns are sent from Recruiting → Marketing, can be tested (Stage test emails go only to @sap.com), and can be scheduled at least one hour in the future.
After sending, review metrics such as Views, Clicks, Unsubscribed, Undeliverable, Not Sent, and note common issues (no recipients, missing body text, delays in results, large talent pools showing "In Progress" until completed).

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