Offer useful nurture instead of generic noise
Course overview · 4 min reading + 12 min practice, estimated
Principles and method
A nurture plan should answer what this group would find useful. Relevant market explanations, practical events or accurate role updates may be appropriate; generic repeated check-ins rarely add value. Segment by expressed professional interests and contact preferences. State frequency expectations and allow people to change them. Do not disguise commercial messages as personal correspondence. Coordinate across recruiters so one relationship does not receive conflicting communication. Use responses to improve the pool’s purpose and content rather than escalating contact solely because engagement is low.
Worked example
A group interested in maintenance leadership receives a concise discussion of shift-management responsibilities and an invitation to a relevant session. Candidates who requested only live roles do not receive the broader content series.
Put it into practice
Design a three-month calendar with one useful item per month and preference-based exclusions.
Use fictional information and keep your work in your own notes.
Compare your approach: self-review guidance
Explain the value of each item and how it relates to expressed interests. Include who owns replies and how updated preferences change later messages. Avoid turning the calendar into a fixed volume target.
Sources and further reading
Original Academy teaching and fictional examples. These references provide context, not endorsement. Edition 2026.09; updated 2026-09-24.
- CIPD: Recruitment
Professional context for the recruitment lifecycle.
- ICO: Recruitment and selection
UK guidance. Check its current status and updates before implementation.