How to Segment Your Talent Pool in Keap CRM for Targeted Re-engagement Campaigns
In today’s competitive talent landscape, a generic approach to candidate engagement simply won’t cut it. To truly stand out and re-activate promising leads, you need precision. Keap CRM offers powerful tools to segment your talent pool, allowing you to tailor your messaging, offers, and follow-ups to resonate deeply with specific groups of candidates. This guide will walk you through the practical steps to transform your broad talent database into a highly organized, re-engagement powerhouse within Keap, ensuring every outreach is strategic and impactful.
Step 1: Define Your Segmentation Criteria
Before you dive into Keap, clearly articulate *how* you want to segment your talent pool. Consider attributes beyond just basic contact information. Think about skill sets, past roles, industries they’ve worked in, salary expectations, preferred communication channels, last interaction date, or even their stage in a previous hiring process (e.g., interviewed, offered, declined). The more specific your criteria, the more effective your re-engagement campaigns will be. This initial strategic planning is crucial for building meaningful segments that align with your future hiring needs and allow for highly personalized communication.
Step 2: Create Custom Fields and Tags in Keap
Once your criteria are defined, translate them into Keap’s language. Navigate to the CRM settings to create custom fields for any unique data points you need to track that aren’t standard (e.g., “Keap Certification Level,” “Preferred Project Type”). Crucially, leverage Keap’s tagging system extensively. Tags are your primary mechanism for segmentation. Create tags like “Skill: Project Management,” “Industry: SaaS,” “Role: Sales Director,” “Last Contact: 6-12 Months Ago,” or “Interviewed: Q1 2023.” Ensure these tags are clear, concise, and consistently applied across your database for accurate segmentation.
Step 3: Populate and Update Talent Data
With your custom fields and tags ready, the next step is to enrich your talent profiles. This can be done in a few ways. For existing contacts, you might perform a mass update using Keap’s import/export functionality, adding relevant tags based on existing data. For new candidates, ensure your lead capture forms (e.g., from your website or job applications) automatically apply initial tags based on their submission. Regularly review and manually update individual contact records as you gain new information through interviews, networking, or follow-ups. The accuracy and completeness of your data directly impact the effectiveness of your segmentation.
Step 4: Build Advanced Searches and Saved Searches
Keap’s advanced search capabilities are where your segmentation comes to life. Utilize combinations of custom fields, tags, contact history, and campaign participation to build highly specific target groups. For instance, you could search for “Contacts with Tag: ‘Skill: Marketing’ AND Tag: ‘Industry: Tech’ AND NOT Tag: ‘Hired’.” Once you’ve created a valuable search, save it as a “Saved Search.” These saved searches act as dynamic segments, automatically updating as new contacts meet the criteria or existing contacts are updated. This saves significant time and ensures your segments are always current.
Step 5: Develop Targeted Re-engagement Campaigns
Now that your talent pool is segmented, you can create hyper-targeted re-engagement campaigns using Keap’s automation features. For example, set up an automation that sends an email sequence to candidates tagged “Skill: Project Management” who haven’t been contacted in 6-12 months, inviting them to a relevant webinar or sharing a recent company success story. Create different campaigns for different segments, perhaps offering a personalized job alert to one group and an industry whitepaper to another. The goal is to deliver value and prompt interaction based on their specific profile and interests, rekindling their interest in your organization.
Step 6: Analyze Performance and Refine Strategy
Segmentation is not a set-it-and-forget-it process. Regularly monitor the performance of your re-engagement campaigns within Keap. Track open rates, click-through rates, and, most importantly, the number of re-engaged candidates who move further down your talent pipeline. Analyze which segments respond best to certain types of content or offers. Use these insights to refine your segmentation criteria, adjust your custom fields and tags, and optimize your campaign content. Continuous analysis and iteration will ensure your talent pool segmentation strategy remains agile, effective, and aligned with evolving market demands and hiring goals.
If you would like to read more, we recommend this article: The Automated Recruiter’s Guide to Keap CRM: AI-Powered Talent Acquisition
