Talent Marketing: How to Build a Talent Community – Gem

Why Build a Talent Community?

Capturing candidate interest isn't just for immediate hires. Talent communities build pipeline, transforming curious job seekers into potential future employees.

The benefits? Faster hiring, lower costs, and higher-quality. Imagine cutting hiring time in half, reducing cost per hire by 50%, while boosting quality of hire and cultural fit.

So why don't all Talent Acquisition teams roll out Employer Brand initiatives? Resource constraints and lack of supportive tools are common barriers. Teams often rely on marketing for collateral and struggle with ROI tracking. Enter Gem.

Talent Community 1.0

While Gem has a suite of robust Talent Marketing tools, teams can get started building talent communities with a handful of our advanced CRM features, including:

Gem Forms - building a customized form to capture interested prospects and route them into projects based on their areas of interest.
Candidate Rediscovery - search across Silver Medalists and qualified prospects to invite folks that are already familiar with your brand to the community.
Branded Campaigns - use our Branded Email Campaign builder to create a stunning Welcome Email that’s automatically sent to new signups.

Once the community is in place, your team can engage prospective candidates with company updates, events, featured jobs, employee spotlights and more!

But let’s not get ahead of ourselves quite yet… The following guide will help you set up the foundation for building your community, so let’s get to it.

Step 1: Define Your Audience(s)

Time: A Few Minutes

Begin by defining who you're speaking to. Whether it's specialized health coaches, backend engineers and data scientists, or math tutors, knowing your audience is crucial.

Having multiple audiences is okay. Gem allows you to custom-tailor your outreach strategy for each. Target specific departments or go broader with a company-wide focus.

Example Audiences:

Tech: Engineering, Data Science, Product Managers, Designers
Healthcare: R&D, Physicians, Nurse Practitioners, Medical Assistants
Finance: Risk Management, Asset Management
General: HR, Sales

Bottom Line: Knowing your audience(s) will inform our strategy in building the communities. Keep it simple by focusing on the roles or personas that will be most critical to key business initiatives.

Step 2: Build a Talent Community Sign Up Form

Time: 15-30 minutes

With a Gem Form, you can customize the information you request with a form that intelligently organizes candidates in your Talent CRM. Embed the form in your career site or share in prospect communications to grow your community.

Step 3: Search your talent database for Silver Medalists, qualified Candidates

Time: 15-30 minutes

Now that you have your prospect form set up to collect new leads, you can invite people that already know your brand. There are two broad audiences that are prime for Talent Community invites:

Silver Medalists - Easily search across candidates filtered by rejection reasons, scorecards, stage in process, and more.
Qualified Prospects - Previously engaged prospects that asked for followup in the future or those that clicked/opened message but never replied.

Step 4: Create an opt-in sequence

Time: 15-30 minutes

Build a multi-stage email sequence to invite prospect pools to join the Talent Community with link to lead capture form.

Step 5: Build a Welcome Message

Time: 15-30 minutes

Create a continuous campaign that send a welcome message to all prospects that opt in to the community.

Why Build a Talent Community?

Step 1: Define Your Audience(s)

Step 2: Build a Talent Community Sign Up Form

Step 3: Search your talent database for Silver Medalists, qualified Candidates

Step 4: Create an opt-in sequence

Step 5: Build a Welcome Message

Other Talent Marketing self-serve topics