How to Successfully Use Salesforce for HR Marketing

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How to Successfully Use Salesforce for HR Marketing

Salesforce is a fantastic tool for marketing your organization’s HR department. Its versatility and ability to help you identify talented employees can help you launch a successful recruitment portal. There’s no wonder why HR companies truly love using Salesforce ATS for their recruitment processes. This article will show you how to use Salesforce’s recruiting tools to give your company the competitive edge it needs to draw qualified applicants.

Create an Ideal Customer Profile

The first thing you need to do is get your ideal customer profile in order. This is where you’re going to define the characteristics of your best customers and then use them as a guide for making decisions about how you market to HR professionals.

This profile must be as detailed as possible to create messaging and campaigns that speak directly to your target audience.

To create this profile, start by asking yourself who your ideal customer is and what they value regarding service, products, and other factors. Then go into Salesforce and create a new account record for each one of these people. The more information you have about each person, the better off you’ll be when creating marketing campaigns later on down the line.

Create a Marketing Strategy for Finding New Customers

Once you clearly understand your target customer, it’s time to develop a marketing strategy. How are you going to reach them? What channels will you use? How much is this going to cost?

Salesforce has several built-in tools for managing marketing campaigns:

  1. Marketing automation – This feature allows you to set up automated sequences that send emails based on events such as website visits or sales leads. You can also set up drip campaigns so that each email in your sequence is only sent after a certain amount of time has passed since the previous one was sent.
  2. Social media – Salesforce provides tools for managing social media posts across multiple platforms.
  3. Direct mail – You can send direct mail campaigns directly from Salesforce using the Mail Merge tool or by sending emails with attachments that contain an embedded link to download a PDF file containing the content of your mailing.

Conduct Market Research to Find New Leads

The best way to find new leads is to do market research. This is the most important step in marketing to the human resources industry and will help you identify where your target audience is and what they are interested in.

Many online tools are available for market research, but we recommend using Google Analytics. It’s free and easy to use and provides an array of data about your website visitors, including geographic location, device type, gender, and more.

Add Your Leads to Your CRM System

Once you have identified your target audience, it’s time to add their email addresses to your CRM system. The easiest way to do this is using an autoresponder service like GetResponse or MailChimp. Both platforms have a built-in email marketing tool that allows you to create automated email campaigns and send them out at intervals of your choosing. These platforms also allow you to create drip campaigns that will send out a series of emails over days or months, depending on the needs of your business.

Nurture Your Leads

Create a lead nurturing campaign with Salesforce and send emails based on interest level or behavior. For example, if someone doesn’t open an email but clicks on one link in it, they may still be interested in what you have to say, so continue sending them emails until they open them up. This will allow you to reach out again once they’ve read everything else sent out and hopefully convert them into customers!

Track Your Leads

The most important thing about any lead generation campaign is knowing who converts into customers — and why. Salesforce allows you to track every interaction with each lead from the first time they click on your website until they convert into paying customers (or not). This information allows you to improve your marketing efforts over time by focusing on what works best for your audience and eliminating what doesn’t work so that you don’t waste resources trying to sell to people who aren’t interested.


Salesforce provides great value to the HR marketing field, and as long as you are aware of its limitations, it is an invaluable tool for getting your message out there. Hopefully, with these tips and tricks, you’ll be able to maximize the potential of this platform and make the most of your work week.

How to Successfully Use Salesforce for HR Marketing

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