Build nurture sequences around candidate goals: role impact, proof, team stories, and clear CTAs segmented by role or function.

CRM campaigns work when they’re segmented and decision-driven. Build sequences for priority role families with 4–6 touches: role promise, proof of work, growth mechanics, team/manager signals, and a clear next step. Use content that reduces risk (examples, artifacts, “day in the life,” interview expectations). Measure open→click→reply and downstream apply/accept rates. Employer brand in CRM isn’t content spam. It’s demand gen that makes candidates more ready to choose you.