Automation Use Cases: Marketing
Marketing automations can help you deliver timely, personalized content to candidates and clients. With Bullhorn Automation you can streamline outreach, nurture leads, or strengthen relationships, without adding extra work to your day.
Below are some practical, high-impact use cases that show how marketing automations can support your business goals.
Need help getting started? Check out our guide to Building a Marketing Automation
Boost & Target Engagement
Use Case: Share Value-Add Content
Keep your network engaged by sending a series of helpful resources, such as industry articles, salary guides, and job market insights. A campaign with five to six pieces of content spaced out over time helps build trust and keeps your agency top-of-mind.
Blueprint A prebuilt template in Bullhorn Automation for commonly used automations.: Client Marketing
Use Case: Segment Your Audience by Vertical
Use automation to assign each record in your database to a vertical or sector (e.g., Tech, Finance, Healthcare) based on the record owner or another internal rule. This allows you to tailor your marketing communications to the specific needs of each group and send more relevant, targeted messages.
Welcome New Candidates
Use Case: Drip Campaign for New Registrations
Trigger a welcome series when a new candidate is added to your database. Use this to introduce your agency, set expectations, share helpful guides, and reinforce your brand. A well-designed welcome journey builds trust from the start and encourages engagement.
Blueprint: Connect with New Candidates
Use Case: Connect with Job Seekers
When a candidate clicks on a job in an email or on your website, send a notification to the recruiter to send them a personalized message. Follow up with a series of weekly emails containing job hunting advice and current openings they might be a good fit for.
Support Candidates During the Hiring Process
Use Case: Interview Prep Tips
Set up an automation to send candidates useful information about the company they’re interviewing with. This could include company overviews, talking points, or recent news, helping candidates show up confident and well-informed.
Blueprint: Engage Candidate with Scheduled Interview
Use Case: Congratulate New Starters
Celebrate your candidate's success!
-
Send a congratulatory email a week before their start date for permanent placements.
-
Trigger an internal email to a team member with the candidate’s mailing address, ready to be merged into a templated printed letter or card for a more personal touch!
Collect Reviews & Feedback
Use Case: Testimonial & Review Requests
After a placement ends, automatically send a feedback survey to the candidate or client. If the feedback is positive (e.g., 5 stars), you can direct them to leave a Google review. This approach ensures only the happiest customers are prompted to leave public reviews, while still capturing all feedback internally.
Use Case: Service Rating Requests
Ask placed candidates to rate your service on a scale from 1–5. Use high scores in testimonials and gently encourage top scorers to share their experience online.
Referral Generation
Use Case: Referral Requests from Placed Candidates
Send an email asking for referrals shortly after a successful placement. This can come from your Candidate Experience Manager or another branded touchpoint. Automating this step helps grow your pipeline without relying on consultants remembering to ask.
Account Management & Client Retention
Use Case: Three-Phase Client Nurture Strategy
- Phase 1 - Keep in Touch: Set up rolling outreach with curated content (articles, market updates, etc.) to clients who haven’t been contacted in the last three months. This keeps your agency top of mind and adds ongoing value.
- Phase 2 - Reconnect with Dormant Clients: Send surveys to past clients who haven’t hired in over a year. Use the responses to uncover hiring plans, gather feedback, or re-establish relationships.
- Phase 3 - Strategic Prospecting: Create curated “market maps” showcasing your top 5% of candidates in a given sector. Use these as a high-value marketing asset to send to prospective clients, demonstrating the quality of your talent pool and opening the door to new conversations.