In today's competitive job market, securing top talent is only half the battle for employers. Once a candidate accepts an offer, it's crucial to maintain their engagement and excitement throughout the post-offer stage. This is particularly important for early career talent, who may face long gaps between accepting an offer and starting their new role. To ensure that candidates remain committed and reduce the risk of reneges, it's essential to implement a strong post-offer keep warm strategy. In this article, we will explore the key elements of an effective keep warm strategy and provide actionable tips to enhance the post-offer experience for early career candidates.
1. The Importance of a Keep Warm Strategy
A keep warm strategy is a proactive approach to maintaining communication and engagement with candidates after they have accepted an offer. It recognizes that the recruitment process doesn't end with an accepted offer letter but continues until the candidate's first day on the job. The longer the post-offer period, the higher the risk of a candidate reconsidering their decision or accepting another offer. By implementing a keep warm strategy, employers can reduce the likelihood of reneges, save time and resources on rehiring, and foster a positive candidate experience.
2. Rethinking the Candidate Experience
To create an effective keep warm strategy, it's essential to rethink the candidate experience beyond the acceptance of an offer. As talent acquisition experts suggest, candidates should still be treated as candidates even after accepting an offer. This means continuing to engage with them using the same tactics that initially attracted them to the role and the company. By staying top-of-mind and addressing their needs and concerns, employers can increase acceptance rates and strengthen the candidate's commitment to the organization.
Additionally, a keep warm strategy should not be limited to the period leading up to the candidate's first day on the job. It's important to keep candidates engaged throughout the onboarding process and even before their first round of interviews. By nurturing these candidate segments, employers can build a relationship and increase the likelihood of a successful onboarding experience.
3. Starting Small and Repurposing Existing Content
Implementing a keep warm strategy doesn't have to be overwhelming, especially for teams with limited resources. A practical approach is to start small and repurpose existing content. Take stock of the content you already have, such as blog posts, videos, webinars, or email campaigns, that could be relevant to early career candidates. By repackaging and sharing this content, you can provide valuable information and resources without draining internal resources. For example, you can create a series of blog posts or videos addressing common questions or concerns that candidates may have before joining the company.
In addition, leverage past communication materials, such as emails to incoming hires or exit surveys from past interns, to identify the top questions or topics that need to be addressed. By repurposing content and leveraging existing resources, you can create a comprehensive keep warm strategy without starting from scratch.
4. Staying Realistic About Internal Bandwidth
While it would be ideal to connect with each candidate individually, the reality is that one-to-one connections may not always be feasible, especially for teams with a high volume of candidates. To ensure that each candidate feels seen and heard, it's important to offer transparency and provide updates on the hiring process or any potential delays in communication. This can be done through regular email updates or using an automation platform that allows for personalized journeys at scale. By leveraging automation and providing timely updates, you can maintain candidate engagement and reduce the risk of them feeling neglected or forgotten.
5. Switching Up Communication Mediums
In today's digital age, simply sending standard email templates may not be enough to keep candidates engaged. To stay top-of-mind and capture their attention, it's important to switch up communication mediums and offer a variety of content. Consider sending reading lists, podcasts, videos, or invitations to events that align with the candidate's interests and the company culture. For example, you can organize virtual Q&A sessions with company leadership or showcase your company culture through fun and candid photos or quotes from current employees.
Encourage your hiring team to experiment with new ideas and initiatives, such as piloting an ambassador program or celebrating lesser-known holidays. After implementing new communication tactics, analyze engagement data to determine their effectiveness. Leverage analytics tools to track attendance rates for events or measure open rates, click rates, and time spent on specific content. This data-driven approach will help you refine your keep warm strategy and focus on tactics that resonate with your candidates.
6. Aligning Communication with Candidates' Schedules
While it's important to maintain consistent touchpoints with candidates, it's equally crucial not to overwhelm them with excessive communication. Early career candidates often have busy schedules, including full course loads, exams, part-time jobs, and social activities. Bombarding them with frequent emails can lead to candidate fatigue and potentially push them away. Instead, aim for a balanced approach by sticking to a once-a-month communication schedule.
However, be mindful of critical periods, such as the month leading up to onboarding, when you can ramp up your communication efforts. During high-stress periods like midterms or final exams, scale down the frequency of communication to avoid adding unnecessary pressure. By aligning your communication with candidates' schedules, you can strike the right balance and ensure that your messages are well-received.
7. Leveraging Social Media for Engagement
Social media can be a powerful tool for engaging with early career candidates and gauging their loyalty to your company. Encourage your incoming hires to share their excitement about joining your organization by arming them with social graphics or a company hashtag. This not only allows them to celebrate their achievement but also increases their sense of belonging and connection to the company.
Additionally, monitor social media channels to measure engagement levels and gain insights into candidates' interests and preferences. This data can further inform your keep warm strategy and help you tailor your communication to resonate with your target audience. By leveraging social media, you can create a two-way communication channel and strengthen the relationship between the candidate and your organization.
8. Refining Your Keep Warm Strategy with Data
To continuously improve your keep warm strategy, it's essential to collect and analyze data. Track engagement metrics such as event attendance, open and click rates for email campaigns, and social media interactions. Additionally, send out surveys to gather qualitative data on candidates' preferences and motivations. This data-driven approach will help you identify areas for improvement and refine your keep warm strategy year after year.
However, tracking and analyzing a wide range of data points can be time-consuming and resource-intensive. To streamline this process, consider using an automation platform like Abode. Such platforms collect and analyze metrics automatically, providing valuable insights into the effectiveness of your keep warm strategy. By leveraging data, you can make data-informed decisions, prevent reneges, and gain support from executives for investing in an early career recruitment strategy.
9. Launching an Effective Keep Warm Strategy with Abode
Implementing an effective keep warm strategy requires a combination of thoughtful planning, personalized communication, and data-driven refinement. Abode, a platform designed to enhance the post-offer journey, can help you create engaging and personalized experiences for your early career candidates. With Abode, you can automate communication, track candidate engagement across multiple channels, and analyze metrics to continuously improve your keep warm strategy. By leveraging Abode's features, you can reduce reneges, save time and resources, and foster a positive candidate experience.
Conclusion
A well-executed post-offer keep warm strategy is essential for retaining early career talent and reducing the likelihood of reneges. By rethinking the candidate experience, leveraging existing content, staying realistic about internal bandwidth, switching up communication mediums, aligning communication with candidates' schedules, leveraging social media, and refining your strategy with data, you can create an engaging and personalized experience for your candidates. With the right tools and a strategic approach, you can ensure that your early career talent remains committed and excited about joining your organization. Implementing a keep warm strategy will not only save time and resources, but also foster a positive candidate experience that will benefit your organization in the long run.
