It’s no secret that for most recruiters, the main focus often tends to shift toward acquiring new talent and clients. However, a goldmine of opportunities often lies untapped within your existing database. Did you know that 75% of most agencies’ databases are passive data? By engaging your current database and activating that data, your recruiters can score 25% more placements – all without ever having to make a single call, interview, or advert.

If that’s not enough, acquiring new clients can cost five to 25 times more than retaining existing ones! Yet, many recruitment agencies allocate a significant portion of their budgets to the pursuit of new leads. It's time to shift the spotlight to your treasure trove of candidates and clients, which you've already invested in and established relationships with.

Your existing database is more than just a list of names; it's a valuable resource brimming with untapped potential. By re-engaging and nurturing these connections, you can reduce acquisition costs, increase revenue, and cultivate brand loyalty. It's time to discover the art of cultivating lasting relationships, providing tailored solutions, and maximising the untapped potential that resides within your very own recruitment ecosystem.

Automate your personalised communication

We all know that keeping in touch and nurturing relationships is what keeps candidates and clients engaged – but with thousands of contacts in your database, it’s easy to only focus on what’s right in front of you and forget the candidates that aren’t currently needed for any of the roles. Tailoring your messages and interactions to each contact's preferences and needs is one thing – and you already understand its importance. By using data from past interactions, such as their job preferences, work history, and communication preferences, you can provide personalised job recommendations and content that resonates with them.

But automating the entire process within your CRM, so your candidates are getting relevant emails, pop-ups, and check-ins without you having to spend hours writing them, is what will take you to the next level. You can go even further and implement a regular follow-up strategy to keep candidates and clients engaged. Periodic check-ins, newsletters, or updates on industry trends can maintain a connection and ensure your agency remains top-of-mind. Did you know that businesses that nurture leads make 50% more sales at a 33% lower cost? That directly transfers to profits - higher database engagement correlates with more cost-effective placements. When candidates are actively engaged, they are more likely to respond promptly, reducing the time spent on each placement. With 70% of the UK workforce being passive talent, the ability to effortlessly engage your talent pools and draw out those passive candidates is more valuable than ever.

Offer exclusive benefits

There’s nothing that keeps people engaged like creating a community – and one that has its perks. If you start a loyalty program or exclusive perks for clients and candidates in your database, you could drop exclusive webinars, early access to job listings, or discounts that will incentivise them to stay engaged and choose your services over competitors. Even something as simple as starting a space just for them to communicate and provide feedback will make them feel like they’re taken care of, which keeps them warm and willing to work with you.

Another perk is something you already know, and possibly, are doing – it paints you as the expert in your field. Sharing tips, insights, and advice evens the scales, as now they don’t see you as someone who simply needs them for something, but also as someone who can provide value to them in exchange.

Don’t underestimate the power of feedback

Asking for and acting on feedback is another way of showing your candidates and clients that they matter – and you’re there to listen. Encourage feedback from your contacts, and actively use it to improve your services. By demonstrating that you value their opinions and are committed to enhancing their experience, you can foster deeper relationships and trust.

Implement referral programs

Implement referral programs that reward both candidates and clients for bringing in new business. If you incentivise your candidates to refer others to your new jobs, you will not only gather new talent, but also keep your existing database engaged and willing to work with you. What is more, this strategy can turn your engaged contacts into brand advocates, driving new revenue streams and increasing the overall profitability of your agency. After all, we know that people trust other people more than the brands themselves – with over 42% of customers distrusting the messages a company says about themselves, but more than 90% willing to buy when a recommendation comes from their social circle! These numbers are an easy indicator that whatever you might try in your marketing strategy, finding and incentivising brand advocates will bring you more business in the end.