Candidate relationship management (CRM) is the practice of building connections with potential hires before, during, and even after the hiring process. And we’ll be real with you — it's a long game, not a quick fix. And in a world where talent has options, playing the long game matters.
When done well, CRM helps you stay top of mind with great candidates — especially the ones who aren’t actively looking. It makes the experience feel human, even if parts of it are automated, and it sets your hiring team up to move quickly when the right role opens up.
In this guide, we’ll walk through what CRM is, why it’s key to hiring top talent, and how to build a process that works. You’ll get real examples, simple steps, and tips that don’t require an enterprise-sized budget.
Ready to rethink how you build relationships with candidates?
What is candidate relationship management?
Think of candidate relationship management as the dating phase of hiring, before anyone says “yes” to a job offer.
CRM is the process of creating and maintaining relationships with current and potential job candidates. It includes the tools, strategies, and communication methods a company uses to keep candidates engaged, whether they applied yesterday or joined your talent network a year (or more!) ago.
At its core, CRM helps hiring teams stay organized and intentional. Instead of scrambling to fill roles the moment they open, recruiters can build a pipeline of interested, qualified talent ahead of time. That means less time searching and more time hiring.
CRM also isn’t just about active job seekers. It’s especially useful for reaching passive candidates — those who aren’t applying but might be open to the right opportunity. For example, maybe someone joined your virtual event last spring and liked what they saw. They didn’t apply then, but a quick, personalized message now could bring them back into the conversation.
The process can be manual (with a spreadsheet and a lot of patience) or powered by tech (like a candidate-focused CRM tool or your applicant tracking system).
Why is candidate relationship management important in hiring top talent?
While you can’t control when the perfect candidate decides to make a move, you can control whether they think of your company when they do.
Candidate relationship management gives employers a way to stay on a candidate’s radar before, during, and after the hiring process. Instead of starting from scratch with every new job post, you’re working with a warm pool of people who already know who you are and what you stand for.
Here’s what strong CRM brings to the table:
1. It improves the candidate experience and your employer brand.
Candidates remember how you made them feel, so if your communication is inconsistent or non-existent, they’ll notice. CRM keeps the process human. It shows candidates they’re not just another resume in the stack, even if they’re not hired. That kind of care builds trust, and trust builds reputation.
💡 Example: A company that sends regular, friendly updates (even just “we’re still reviewing” although don’t leave them hanging forever!) leaves a far better impression than one that goes silent.
Did you know? According to our What Talent Want report, hiring processes continue to be a source of frustration for candidates, with 63% of them reporting ghosting and 60% reporting fake job descriptions.
2. It builds long-term talent pipelines.
Some roles seem to be always open, but others are notoriously hard to fill. CRM helps you plan ahead by keeping track of people who’ve already shown interest. Maybe they applied for one role, weren’t the right fit, but could be perfect down the line. With the right tracking and follow-up, you won’t lose them.
3. It increases engagement with passive candidates.
Not everyone is actively looking. In fact, many top performers aren’t, but that doesn’t mean they’re off-limits. CRM helps you stay in touch with these folks through regular content, event invites, or a personalized check-in. This can be especially useful with niche roles.
💡 Example: A passive candidate who attends your webinar today might become your new team lead six months from now…with the right follow-up.
🎯 How PowerToFly helps: Our sourcing services and networking events connect you with professionals who match your hiring goals, whether you’re hiring right now or next quarter. Explore our recruitment solutions here.
4. It reduces time-to-hire and cost-per-hire.
Hiring tends to move faster when you’re not starting from zero. With a pipeline of already-engaged candidates, recruiters can fill roles more efficiently. Less time spent sourcing = fewer resources spent hiring.
🎯 How PowerToFly helps: Use PowerPro to measure pipeline strength, engagement trends, and time-to-fill metrics — all in one dashboard.
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5. It gives you a competitive edge in tight talent markets.
Whether you’re hiring engineers, designers, or sales pros, good candidates move fast. If they’ve already heard of you, already like what they’ve seen, and already trust your brand, your offer will stand out.
💡 Example: A candidate who’s been following your company for months is more likely to choose your offer over one from a brand they’ve never interacted with.
6. It supports inclusion goals through intentional outreach.
Good CRM is personalized, thoughtful, and inclusive. That means building relationships with talent from underrepresented groups before they apply, not scrambling to diversify a candidate pool at the last minute.
🎯 How PowerToFly helps: Our dedicated sourcing connects you with skilled talent through targeted, relationship-driven outreach. This personalized sourcing is paired with employer branding content like blogs and videos that reflect your values and culture, so candidates see a place where they can belong. Explore our recruitment solutions here.
The key steps of candidate relationship management
To do candidate relationship management well, you’ll need a clear framework that helps you stay organized and intentional at every stage.
Here are five actionable steps to follow:
1. Attract
You can’t build relationships if people don’t know your company exists, so this first step is all about visibility. Showcase who you are, what you value, and why someone would want to work with you.
- Use clear, inclusive language in your job descriptions. (Psst… this free guide will show you how.)
- Share employee stories and company culture content.
- Be where your candidates are, whether that’s LinkedIn, GitHub, or niche community events.
💡 Example: A tech company shares a behind-the-scenes video featuring their product team (like this one created in partnership with PowerToFly). It’s not a job ad, but it piques interest and gives potential candidates a reason to follow them.
🎯 How PowerToFly helps: We partner with companies to create authentic, story-driven content that builds trust with candidates — from blogs that spotlight your team members’ experiences to videos that show (not just tell) what makes your company a great place to work. Explore our recruitment solutions here.
2. Engage
Now that people know who you are, it’s time to start a conversation. The engagement stage is all about interaction.
- Reach out to potential candidates with tailored messages.
- Invite them to events with value or share relevant content.
- Respond to questions or comments quickly and with a human touch.
💡 Example: A recruiter sends a short, personalized note after a candidate attends a virtual event, thanking them and inviting them to join the company’s talent community.
🎯 How PowerToFly helps: Our team hosts and promotes interactive networking events where candidates and employers connect in real time. We also support follow-up strategy so your relationship doesn’t end when the event does. Explore our recruitment solutions here.
3. Nurture
Not every conversation leads to an immediate hire — and that’s kind of the point. The goal here is to stay in touch, so when the timing is right, your company is already top of mind.
- Send occasional newsletters or updates on new roles.
- Share useful resources like blogs, videos, or webinars.
- Celebrate wins (yours or theirs) and stay supportive, not pushy.
- Pro tip: Make it easy for candidates to update their info or preferences, so your outreach stays relevant.
💡 Example: You send a quarterly update to your talent network that includes recent company news, spotlights from your team, and open roles. One subscriber clicks through to apply.
4. Track & measure
If you’re putting in the work, you want to know what’s, well, working. Tracking your data and candidate behavior helps you see patterns, identify drop-off points or technical hiccups, and ultimately improve CRM over time.
- Monitor email open rates, event attendance, and application conversions.
- Keep tabs on how long candidates stay in your funnel.
- Use your CRM or ATS to segment talent by role, location, or interest area.
🎯 How PowerToFly helps: PowerPro makes it easy to view real-time data on sourcing performance, engagement, and candidate movement, so you can fine-tune your process without guesswork.
5. Convert
Alright — it’s go time. Whether you’ve got a perfect-fit role and have someone in mind or someone in your talent network finally says, “I’m ready,” this is where relationship-building pays off.
- Reach out with a personalized note when the right role opens.
- Make the process smooth and respectful.
- Keep candidates in the loop, even if the outcome isn’t what they hoped for.
💡 Example: You’ve kept in touch with a candidate for six months. When a senior role opens up, you already know their interests, and they’re already familiar with your team, so you invite them to apply. No cold outreach needed!
Keep in mind that CRM isn’t linear. Candidates may bounce between these steps or drop off and come back later. That’s actually part of the process, because the relationship grows through steady, thoughtful effort.
Tips for effective candidate relationship management
You don’t need a massive team or enterprise-level software to build good relationships with candidates. What you do need is a consistent, thoughtful approach.
Here are some tips to help you get there:
Know your audience
Not every candidate is the same, so your outreach shouldn’t be either. Tailor your messaging to different roles, experience levels, and interests. A junior designer and a senior data engineer aren’t looking for the same things, and they can spot a generic message from a mile away.
💡 Example: Instead of blasting your entire talent pool with a job alert, send role-specific updates to segmented lists.
Use your CRM tools wisely
Technology can streamline your efforts, but only if it’s used intentionally (we’ve been using that word a lot on purpose). Segment your contacts. Track engagement. Set reminders. Automate where it makes sense, but make sure you keep the personal touch.
💡 Example: Set up automated birthday or work anniversary emails, but leave space for a custom message when the timing feels right.
Keep it human
Even if you’re using templates, make sure they sound like…well, you! People can tell when they’re talking to a robot, so be warm. Be honest. And please, please don’t open with “Dear Applicant.”
💡 Example: A friendly “Hey Alex, saw your recent post on inclusive product design. Loved your take!” goes a lot further than “We are currently seeking qualified candidates.”
Stay consistent and frequent (within reason)
One message every six months doesn’t build a relationship. Set a simple, sustainable, regular cadence and stick to it. A short check-in is better than going quiet and trying to reintroduce yourself later.
💡 Example: A quarterly email that shares company news, open roles, and team updates keeps you in the loop without overwhelming you or your list.
Close the loop
Following up (especially when a candidate doesn’t move forward for whatever reason) is part of good relationship management. It shows respect and professionalism, and keeps the door open for future opportunities.
💡 Example: A short “We went with another candidate, but would love to stay in touch” message may not be thrilling to send, but that transparency goes a long way.
Involve your team
Recruiting doesn’t live in a silo. Hiring managers, teammates, and even current employees can all help build and nurture relationships. Invite them to events. Encourage them to connect with candidates. Make it a shared effort and show off your work culture at the same time.
💡 Example: A hiring manager sends a quick “great to meet you” message after a virtual networking event. Now the candidate feels more connected — and more likely to apply.
Use feedback
Candidate surveys help you understand what’s working and what’s missing. Treat them like a mirror, then make changes based on what you see.
💡 Example: If multiple candidates say your process feels slow, it might be time to revisit your interview timeline or response strategy.
Repurpose your content
You’re already creating great stuff… so use it! Turn that blog post into a newsletter snippet. Share your latest team video in a follow-up message. Content is a fantastic relationship tool.
💡 Example: A short email that includes a “Meet the Team” video (like this one created in partnership with PowerToFly) helps candidates picture themselves on your squad.
Build a better hiring strategy with candidate relationship management
Relationship-building is ongoing, sometimes messy, and totally worth it. With a thoughtful CRM approach, you’ll build a reputation that candidates remember for all the right reasons.
It’s about doing the right things consistently: showing up, staying in touch, and making the process feel human. Whether you’re hiring now or planning ahead, CRM helps you stay ready.
Start simple. Audit the touchpoints you already have. Clean up your outreach. Ask your team where they see drop-offs. Then build from there.
And if you’re looking for support, PowerToFly can help. From branded content and sourcing strategy to events and platform insights, we make it easier to connect with the right people — and keep them engaged.
Schedule a demo with PowerToFly today and take the next step in building an inclusive, high-performing workforce.
