Automating Talent Pool Segmentation and Nurturing in Keap: A How-To Guide with Make.com
In the competitive landscape of talent acquisition, efficiency and personalization are paramount. Recruiters often grapple with managing diverse talent pools and delivering timely, relevant communications. This guide provides a step-by-step approach to automating talent pool segmentation and email nurturing within Keap, powered by the robust integration capabilities of Make.com (formerly Integromat). By following these instructions, you’ll learn how to build a scalable system that intelligently categorizes candidates and enrolls them into targeted nurturing sequences, freeing up valuable time and ensuring no prospect is left behind.
Step 1: Define Your Talent Pool Segmentation Strategy
Before diving into automation, it’s crucial to clearly define how you want to segment your talent pool. Consider the various attributes that differentiate your candidates: skill sets, industry experience, location, desired roles, source, or even their stage in the recruitment funnel. For instance, you might segment by “Senior Software Engineers – Python” or “Marketing Specialists – SaaS Sector.” Each segment should have a clear purpose and potential nurturing path. Document these categories and the specific criteria that will determine a candidate’s placement into each. This strategic clarity is the bedrock of effective automation and will guide your setup in both Keap and Make.com.
Step 2: Configure Keap for Automated Segmentation
With your segmentation strategy in hand, prepare your Keap application to receive and categorize talent. This involves setting up custom fields and tags that align with your defined segments. For example, if you’re segmenting by “Skill Set,” create a custom field in Keap called “Primary Skill Set” with dropdown options like “Python,” “JavaScript,” “SQL,” etc. Additionally, establish tags such as “Segment – Senior Developer” or “Nurture – Marketing Lead” that can be applied automatically. Create the necessary Keap Campaigns or Sequences that correspond to the nurturing paths for each segment. These foundational elements in Keap are essential for Make.com to interact with and manage your talent data effectively.
Step 3: Initiate Automation in Make.com: The Trigger
Begin building your automation workflow in Make.com by setting up the initial trigger. This trigger is what starts your entire segmentation process. A common approach is to use a “Watch New Contact” or “Watch Tag Applied” module for Keap. For instance, whenever a new contact is added to Keap, or a specific “New Prospect” tag is applied, Make.com can be configured to pull that contact’s data. Alternatively, a “Webhook” trigger can be used if you’re integrating with an external application (like an ATS or form builder) that sends data to Keap. Ensure the trigger captures all relevant contact information necessary for your segmentation logic, including any custom field data.
Step 4: Implement Conditional Logic for Segmentation in Make.com
Once Make.com receives contact data, the next step is to apply your segmentation rules using its powerful routing and filtering capabilities. Utilize “Routers” to branch your scenario based on different conditions. Each branch will represent a specific talent segment. Within each branch, apply “Filters” that check the contact’s custom field values, tags, or other data points against your predefined segmentation criteria from Step 1. For example, a filter might check if “Primary Skill Set” equals “Python” AND “Experience Level” equals “Senior.” Based on which filters a contact meets, they will proceed down the corresponding route, ready for the next action in your workflow.
Step 5: Automate Nurturing Sequences within Keap
With contacts now intelligently segmented within Make.com’s flow, the final step is to automate their entry into Keap’s nurturing sequences. Within each segmented branch in your Make.com scenario, add a Keap module action. This action will typically be “Add Contact to Campaign” or “Apply a Tag.” If your Keap campaign is designed to start when a specific tag is applied, the “Apply a Tag” action will suffice. If your campaign requires direct enrollment, use the “Add Contact to Campaign” module and select the appropriate campaign designed for that specific talent segment. This seamless integration ensures candidates receive highly personalized and relevant communication based on their segment.
Step 6: Refine, Test, and Optimize Your Automated Workflow
Building an automation workflow is an iterative process. After setting up your Keap and Make.com scenario, thoroughly test it with dummy data. Create test contacts in Keap, ensuring they trigger the Make.com scenario correctly and are segmented and enrolled into the right nurturing sequences. Monitor the process for any errors or unexpected behaviors. Over time, review the performance of your nurturing campaigns, analyzing open rates, click-through rates, and candidate engagement. Use these insights to refine your segmentation criteria, improve email content, and optimize your Make.com scenarios for maximum efficiency and candidate experience. Continuous optimization ensures your automation remains effective and aligned with your evolving recruitment goals.
If you would like to read more, we recommend this article: The Automated Recruiter’s Ultimate Guide to Supercharging Keap with Make.com
