Building a Talent Engagement Automation

First impressions matter, and a talent engagement automation helps you make a great one. Whether you're welcoming passive candidates or nurturing new ones, a simple engagement workflow can boost response rates, build brand trust, and set the tone for a strong candidate experience.

In this guide, we’ll walk you through building a passive candidate engagement workflow. You can easily adapt this process for any audience segment.

Looking for inspiration? See Automation Use Cases: Talent Engagement

Create Your List

Start by creating a Bullhorn Automation list to define your audience. To target passive candidates, use criteria that identify those who are in your system but haven’t yet been submitted to a job or marked as active. For example:

  • Does Not Have Submission - Any Date

  • Status - Is Not - Active

  • Source - Is - (Select a source, e.g. LinkedIn)

You can create different lists based on how candidates entered your system, then tailor content based on the source.

See our section on Lists for help with building your list and choosing criteria.

Create Your Email Template

Once your list is set, build your email template(s). Keep it personal, helpful, and on-brand. An introductory email could include:

  • A warm welcome to your network

  • Information about your agency and how you work with candidates

  • Links to relevant job openings or resources

  • Contact details for follow-up

For step-by-step guidance, see our section on Emails in Bullhorn Automation.

Email Tips

  • Use merge tags like %FIRSTNAME% and %OWNERFIRSTNAME% to add a human touch.

  • Create variations for new vs. returning candidates.

  • Consider adding a second or third email in a drip series to keep the engagement going.

Build Your Automation

Now create an automation to bring it all together.

Useful Steps for a Talent Engagement Automation

  • Send Email: Deliver your message to your chosen list.

  • Add Wait: Space out multiple emails over several days or weeks, so recipients aren't overwhelmed.

  • Send Notification: Alert the candidate owner if a candidate clicks a link or shows interest.

  • Add Task: Assign a follow-up task if a candidate opens an email.

  • Update: Change the candidate’s status, assign ownership, or update a field based on engagement.

For a complete guide to all available automation steps, see the Automation Steps Overview.

Talent Engagement Blueprints

Save time by starting with one of our ready-made blueprints instead of building your automation from scratch. Automations created with blueprints can be fully customized, and so can any steps and messages included.

Some useful options for talent engagement include:

  • Notify Candidate of New Job

  • Re-Engage Passive Candidates

  • Connect with Engaged Candidates

Check your Automation Blueprints library for more ways to keep your talent pipeline active and engaged.

Customize your automation workflows based on each source (e.g., job board, event, referral) to improve conversion rates across all candidate channels.

Key Metrics to Track

Tracking engagement across different candidate sources helps you understand what’s working, and where to improve. By monitoring performance by channel, you can fine-tune your outreach and optimize the candidate experience from the very first interaction.

Here are a few key metrics to monitor:

  • Open rate: See how many candidates are opening your emails

  • Click rate: Measure engagement with links or calls to action

  • Job view rate: Track how many recipients are viewing job opportunities

  • Apply rate: Monitor how many candidates take the next step

  • Bullhorn Automation Score: Identify your most responsive talent

  • Matches and placements: See how engagement translates into hires

  • Placement revenue (by source): Understand which channels drive the most value