Nurture campaigns

Follow
Available for User roles Super Admin, Admin, Team Member, Limited Team Member
Packages All packages
LeverTRM for Enterprise or Advanced Nurture add-on required for bulk campaigns

Lever's Nurture functionality allows you to send email campaigns with multiple touchpoints to passive candidates in your pipeline. Emails in Nurture campaigns can be efficiently tailored to the recipient by using a mix of auto-text tokens and dynamic placeholders, to increase chances of soliciting responses from candidates. Readers of this article will learn about:

How Nurture campaigns work

When a candidate is added to a Nurture campaign, they receive emails on a schedule that you define during campaign setup. Nurture campaigns can have multiple touchpoints, which can be used to incrementally bolster candidates' interest in the jobs from which you are hiring. Senders, time between touchpoints, personalized fields, and finishing actions are all configured during Nurture campaign setup, for the purpose of automating as much of the process as possible. In order to be included in a Nurture campaign, candidates must:

  • Have an email address on their candidate profile
  • Have an opportunity in the Lead section of the pipeline
  • Have no other active opportunities in stages other than the 'New Lead' stage of the pipeline
  • Not be part of another active Nurture campaign

Building Nurture campaigns

Navigate to the 'New Lead' stage in the Lead section of the pipeline. There are three methods for starting a Nurture campaign:

Candidate profile call-to-action button
Click the Start a campaign button at the top of the profile.

Close up of start campaign call to action button on candidate profile.

Opportunity list call-to-action button
Click the Nurture call-to-action button aligned to the right of an opportunity in the opportunity list.

Arrow pointing to Nurture call to action button to the right of opportunity in opporunity list.

Bulk action toolbar
Select the checkbox(es) to the left of the opportunity (or opportunities) of the candidate(s) that you wish to include in the Nurture campaign and click the Nurture button in the bulk action toolbar. Keep in mind that if you do not have the LeverTRM for Enterprise package or the the Advanced Nurture add-on, you can only send Nurture campaigns to one candidate at a time. If you do have the LeverTRM for Enterprise package or the Advanced Nurture add-on you can select up to fifty candidates to include in the Nurture campaign.

Two opportunities selected in opportunity list; arrow pointing Nurture button in bulk action toolbar.

 

In order for an opportunity in a Nurture campaign to be subject to automated stage progression (i.e. advancing to the 'Responded' and 'Reached Out' stages based on when emails are sent to/receive a response from the candidate), the opportunity must be in the 'New Lead' stage when the campaign is initiated.

When starting a Nurture campaign, you must first select a Nurture template that will compose the base copy and structure of the emails in the campaign. If you have the LeverTRM for Enterprise package or the Advanced Nurture add-on, you have the option to share Nurture templates with the members of your team. To learn more, refer to our Nurture templates help article.

Nurture template menu extending from start a campaign call to action button on candidate profile.

The touchpoint delivery dates and times as well as the copy in each email that appear in the Nurture campaign editor will reflect the Nurture template that you selected. If you wish to make changes to delivery date/time or the email copy of any touchpoint, click the Edit icon aligned to the right of each field.

Campaign touchpoint editor

When editing the copy of a touchpoint, you can also configure the sender for that email. If you have 'Send For' permissions for other users in your Lever environment, you can include emails from them into the touchpoints of your campaign. Keep in mind that if you have enabled the Send emails as replies setting for the campaign (via the checkbox at the top of the campaign editor), email touchpoints sent using a 'Send For' will not be included in the email thread. To learn more, refer to our help article on 'Send For' permissions.

Campaign touchpoint editor with Send For menu extending from sender field.

At the bottom of the editor, you can add touchpoints to the campaign (beyond those included in the selected template). You can also make adjustments to the finishing time/action for opportunities in the campaign (i.e. whether opportunities for candidates that do not respond are either archived or snoozed, as well as the amount of time after the last touchpoint after which the action is executed).

Add touchpoint, finish, and archive action fields at the bottom of the campaign editor.

Once you have confirmed the structure and body of the campaign, click the Personalize button to proceed.

Personalizing Nurture campaign emails

Any text in the subject line or body of the emails in a Nurture campaign bracketed with double braces -  e.g. {text}} - can be personalized based on the recipient. These placeholder fields will be listed on the left side of the campaign editor. Bracketed text that corresponds to a Lever auto-text token will automatically populate in the editor. Refer to our auto-text token help article for a list of the tokens that Lever supports.

For placeholder fields that do not correspond to a Lever-supported auto-text token, you can input specific text or values in the fields on the left side of the editor. Any placeholder fields for which you defined default text in the Nurture template will revert to that text should you leave the field in the editor blank.

In the image above, the 'Candidate first name' and 'Company' placeholders were automatically populated as Lever-supported auto-text tokens. The 'Initiative' and 'Relevant experience' placeholders required manual input. The 'Opportunity' placeholder will revert to the default text "an opportunity" if left blank.

If there are multiple candidates in your Nurture campaign, you can use the arrow buttons at the top of the editor to personalize the touchpoints for the next candidate in sequence. Once all placeholder fields that require an input have been filled in, you will be able to proceed by clicking the Review button. On the final page of the editor, you can review how each touchpoint in the campaign will appear to the candidate (or candidates). Click the Start Nurture button to initiate the campaign.

Campaign touchpoint preview window

 

You cannot edit a Nurture campaign once it has started. In order to make changes, you would need to stop the campaign (for all candidates) and then start a new campaign from the beginning.

Monitoring candidates throughout Nurture campaigns

Once a Nurture campaign is initiated, the opportunities for any candidates included in the campaign will move from the 'New Lead' stage to the 'Reached Out' stage. If a candidate responds to a touchpoint in a Nurture campaign, their opportunity will automatically be moved to the 'Responded' stage. The call-to-action field in the opportunity list can be used to easily check the point in a Nurture campaign that a candidate has reached.

Call to action button next to opportunity in opportunity list reads first touch point; View campaign pop over extends from button on hover.

You can find a record of all email touchpoints that have been sent to a candidate as part of a Nurture campaign on their candidate profile story. To remove a candidate from a Nurture campaign, click the Stop Campaign button on the Nurture banner that appears on their profile.

Arrow pointing to Stop Campaign button on Nurture banner on candidate profile.

If a candidate reaches the end a Nurture campaign without a responding to any touchpoint, their opportunity will be archived or snoozed in accord with the finishing action you configured when setting up the campaign.

Measuring the performance of Nurture campaigns

The Nurture dashboard in Visual Insights contains key performance indicators for your Nurture campaigns including reply rates, advancements to interview stages, and hires. These metrics are provided both in aggregate metrics (across all campaigns), as well as in a campaign-by-campaign breakdown. For full details, refer to our Nurture dashboard help article.

Single value charts on the Nurture dashboard

Campaign summary table on the Nurture dashboard

Was this article helpful?
0 out of 0 found this helpful