Take a look at your inbox, and you’ll likely see that you’re enrolled in a number of targeted email marketing campaigns. Perhaps you browsed lamps on Target.com and started receiving emails when lighting went on sale. Or maybe you ordered a pizza before a college football game and started receiving emailed coupons each Saturday. This demonstrates the power of targeted email marketing campaigns. When built correctly, these workflows provide you, a potential customer, with information or deals you’re already interested in—and this is precisely why they’re so effective.

New Marketing Campaign tool in PracticeLink now provides physician recruiters with the ability to automate this same type of targeted marketing, i.e., recruitment marketing. It allows you to easily set up sophisticated email workflows for specific jobs that trigger different emails based on how candidates have interacted with your previous emails. This cuts down on the manual labor of segmenting lists and creating numerous broadcast emails, and it also ensures your candidates are reached with the most relevant messages at the right time.

This Marketing Campaign tool is located within PracticeLink’s onTrack Candidate Relationship Manager and available at the RMS Expert and RMS Enterprise levels. The onTrack CRM has always been known for it's legendary Active Candidate Database, and since Practicelink’s latest release, it also enables recruiters to import and manage their own additional candidates within PracticeLink. This means recruiters can include both PracticeLink candidates and their own outside candidates in these powerful Marketing Campaigns.

Two different types of campaigns are possible—Static (available at the RMS Expert and RMS Enterprise levels) and Dynamic (available at the RMS Enterprise level). Static Campaigns let you enroll candidates of your choice into an email workflow and remove them at any time. As mentioned, you may choose candidates from the Active Candidate Database, your Collections, your imported candidates or elsewhere within the onTrack CRM.

A Dynamic Campaign, on the other hand, lets you set candidate criteria once so that all new relevant candidates will be automatically enrolled into a workflow for a job. Say you’re looking for cardiologists available starting in 2019 who want to practice in Iowa. You can use the robust filtering tools in the Advanced Candidate Search to choose these criteria one time, and all candidates who join PracticeLink later and meet these criteria will also be enrolled into your workflow. Set it, forget it and watch for the results.

As mentioned, you can set these workflows to trigger different emails based on the previous interactions and behavior of candidates. Behaviors that can trigger emails include

• Receiving but not opening an email
  —you’ll likely want to trigger a similar introductory email with a different subject line.
  
  
• Opening but not clicking an email
  —you’ll want to trigger an email that gives more information to entice further engagement.
  
  
• Opening and clicking an email (but haven't applied)
  —you’ll likely want to trigger an email that gives more information as well as a CTA (call-to-action) to apply directly.
  

Once a candidate applies, they’ll be automatically removed from that job workflow and entered into the PracticeLink onTrack Applicant Tracking System. This is the power of email workflows and Marketing Campaigns. The work of segmenting, setting up and sending repeated broadcast emails can now be done in a single tool. Additionally, email workflow templates are available to speed up the process of building out these campaigns. Plus, the Marketing Campaign analytics generated for each campaign also provide loads of useful data to help you evaluate and improve upon the effectiveness of your campaigns.

Whether you are a current PracticeLink client or a recruiter looking for a full suite of recruitment solutions, request a demo with a PracticeLink representative to see how the new Marketing Campaign feature can improve your recruitment strategy.