How to Leverage SMS for Candidate Relationship Management

When your candidate is interviewing with multiple companies at once, how do you stand out? One of the most strategic ways to stay ahead of the competition is to build and nurture intentional relationships, called candidate relationship management (CRM).

In this comprehensive guide, we’ll explore how to create effective CRM and how SMS can be a game-changer for HR professionals and recruiters.

What is Candidate Relationship Management?

Candidate Relationship Management goes beyond the traditional recruitment process. It’s a holistic approach to managing interactions with potential candidates that focuses on creating a positive and engaging experience throughout the hiring journey, regardless of the outcome.

Communication is the cornerstone of CRM. As HR professionals and recruiters, your ability to connect with candidates on a personal level sets the foundation for a lasting and positive impression. Effective CRM involves three things:

1. Personalized communication
2. Timely responses
3. A genuine interest in the candidate's goals

With these key principles in mind, you can sculpt a recruitment strategy that identifies top talent and leaves a lasting positive impact on every candidate's journey with your organization.

Common CRM Tools

Various tools and platforms contribute to an effective CRM strategy. Let's explore some common solutions and the key features that make for a robust CRM solution.

1. Applicant Tracking Systems (ATS)

An ATS is the backbone of many recruitment processes because it helps manage and track candidates throughout the hiring journey. When considering an ATS for your CRM strategy, look for these two key features:

1. Integration Capabilities: Ensure seamless integration with other tools and platforms, such as a mass messaging platform, to create an easy-to-operate workflow.
2. Candidate Database Management: Simplify candidate information retrieval and management using a user-friendly and efficient database system.

2. Customer Relationship Management (CRM) Software

CRM software extends beyond candidate-focused tools, offering a broader perspective on relationship management. Look for CRM solutions with these essential features:

1. Contact Management: Efficiently organize and manage candidate information, interactions and communications.
2. Automation Tools: Streamline repetitive tasks, such as sending follow-up emails or scheduling reminders, to enhance efficiency.

3. Mass Messaging Platforms

Mass messaging platforms facilitate direct and timely interaction with candidates. Recruiters can reach applicants on platforms they prefer, such as through a phone call or text message. Here are some key features you should look for when choosing a mass messaging platform:

1. Automation: Automation allows you to keep in touch with your candidates, even when you’re not at your desk. In addition, it creates an efficient workflow, automating routine tasks such as sending follow-up texts or responding to a potential candidate who wants to apply for a certain position.
2. User-Friendly Interface: In recruitment, time is money. That’s why you don’t want to spend much time figuring out a confusing mass messaging solution. Tools that simplify the communication process and provide a smooth experience for recruiters contribute to an effective CRM strategy.
3. Seamless Integration: Integration capabilities ensure your CRM tools work in harmony with each other. Choose platforms that seamlessly integrate with your ATS, allowing for streamlined communication across channels.
4. Analytics and Reporting: Data-driven insights are essential for refining your CRM strategy because they help you understand which initiatives are working and which aren’t. Look for SMS platforms that provide robust analytics and reporting features. These should include SMS response rates, survey rates, delivery rates and other key performance indicators.
5. Personalization: Personalized communication is a hallmark of effective CRM. It humanizes interactions and strengthens the connection with prospective candidates. Research shows that 72% of consumers only engage with personalized messaging. Look for tools that allow you to personalize your text messages based on criteria such as First Name, Last Name, Company Name, Appointment Time, etc.

By carefully evaluating these features, you can use these tools to support your overall strategy and maximize the advantage of incorporating text messaging in your candidate communication plan.

The Role of SMS in Candidate Relationship Management

SMS, with its immediacy, high open rates and popularity, plays a pivotal role in the success of your CRM strategy. Email used to reign supreme for candidate communication, but these days, email inboxes are inundated with messages. A concise, direct text message can cut through the noise and capture immediate attention.

Let's explore the reasons why SMS is a valuable tool for fostering meaningful connections with potential candidates.

1. Speed and Immediacy

SMS offers unparalleled speed, providing direct communication to convey critical information. This real-time engagement ensures that candidates receive updates promptly, contributing to a seamless and efficient recruitment process.

2. High Open Rates

SMS has a 98% open rate, which is much higher than traditional communication channels. With this in mind, you can be sure candidates will likely open and engage with SMS messages promptly, ensuring that important information doesn't go unnoticed.

3. Convenience

SMS is a convenient platform for communication, allowing candidates to receive and respond to messages on the go. This flexibility accommodates candidates' busy schedules and contributes to a positive candidate experience.

4. Interactive Communication

Using SMS for interactive communication enhances candidate engagement. Features such as automated responses, clickable links and quick surveys provide candidates with opportunities to actively participate in the recruitment process, creating a dynamic and engaging experience.

5. Scheduled Reminders

Scheduling is a key feature of SMS in CRM. Scheduling out interview reminders is a simple way to reduce no-shows and waste less time.

6. Enhanced Transparency

The transparency of SMS communication contributes to building trust between candidates and organizations. Providing instant updates on the recruitment process, acknowledging receipt of applications and offering clear instructions through SMS all contribute to a positive candidate experience.

By leveraging these features, SMS becomes a versatile and indispensable tool in your CRM strategy, fostering strong connections with candidates and elevating the overall recruitment experience.

Read How Recruiters Can Benefit From Automated Text & Calling Systems

How to Use SMS as Part of Your Relationship Management Strategy

Now that we understand the significance of SMS, let's dig into practical strategies for incorporating it into your CRM approach:

Application Status Updates

Send SMS messages to keep candidates informed about the status of their applications. This not only reduces anxiety for candidates but also showcases your commitment to transparent communication.

Interview Reminders

Use SMS to send interview reminders, including details like time, location and any additional instructions. This ensures candidates are well-prepared, contributing to a smoother interview process.

Feedback and Surveys

After an interview or application process, gather feedback through SMS surveys. This not only shows candidates that their opinions matter but also provides valuable insights for continuous improvement.

Event Invitations

If your organization hosts recruitment events or webinars, leverage SMS to send personalized invitations. The directness of SMS can significantly boost attendance rates and engagement.

Read Recruiting Via Text: How To Improve The Candidate Experience

Legal and Ethical Considerations

While SMS can be a powerful tool, it's essential to consider legal and ethical requirements. Here are a few ways to make sure you respect your contacts.

Comply with Data Protection Law

If necessary, make sure your messages comply with data protection laws such as GDPR, HIPAA, and TCPA. Some best practices include:

• Obtaining consent from contacts before sending SMS messages
• Only send important messages, and never send spam
• Clearly communicate the purpose of collecting and using your contacts’ data
• Offer a straightforward opt-out option

Be Transparent

Clearly communicate how texting will be used in the recruitment process. Share what types of messages your contacts will receive, for example:

• Application updates
• Interview reminders
• HR paperwork
• Culture information

Follow a Retention Policy

Establish clear retention policies for SMS communication. Define the duration that candidate data and SMS interactions will be stored, aligning with legal requirements and ethical standards.

Require Training and Awareness Programs

Educate your recruitment team on the legal and ethical considerations surrounding SMS communication. Implement training programs to raise awareness about data protection laws, transparent communication practices and the importance of obtaining consent. 

Try the Power of Text-Em-All

Effective Candidate Relationship Management is not just a strategy—it's a competitive advantage. SMS, with its speed, convenience, and high open rates, stands out as a powerful tool in your communication arsenal. By seamlessly incorporating SMS into your CRM approach, you not only streamline processes but also create a positive candidate experience that differentiates your organization.

As you start your CRM journey, consider trying Text-Em-All to elevate your communication strategy. Sign up for your free account today and revolutionize the way you connect with candidates. The future of recruitment is here, and SMS is your key to unlocking lasting relationships with top talent.