Candidate Relationship Management

Jessica just got promoted. She’s no longer our contact. We lost a $120K account because of that one promotion. It still hurts and it’s the reason we now measure something I call the 'Champion Dependency Score.' Jessica was our champion on a $120K account. She knew our platform inside out, trained her team, fought for us at renewal. For 18 months, every conversation went through her. She fixed every problem and handled every renewal question. Her replacement? Had never even heard of us. Then came the email that made it worse: “Hi Kelly, I’m taking over for Jessica. Can you send me some information about what you do for us? Also, we’re reviewing all our software spend this quarter.” That’s when it hit me: we didn’t have a customer relationship. We had a Jessica relationship. The panic audit I did that night: Single Point of Failure Analysis for Jessica's account: - Who introduced us to the company? (Jessica: Yes) - Who runs internal training? (Jessica: Yes) - Who handles our invoices/renewals? (Jessica: Yes) - Who do we text when there's an issue? (Jessica: Yes) - Who attends our quarterly business reviews? (Jessica: Yes) Score: 5/5 = 100% dependency. We were in trouble. I checked the rest of our portfolio. Out of our top 20 accounts, 14 had scores over 70%. That’s $1.8M ARR hanging by a single person in each account. Three months later, Jessica’s replacement churned us. Despite our best efforts, they went with a “simpler” solution. Translation: no one left inside could explain why we mattered. That loss forced us to create the Champion Dependency Score: - 0–20% → We can survive a departure - 21–50% → Some risk, manageable - 51–80% → High risk — widen relationships now - 81–100% → Crisis mode — one change away from churn What we do differently now: - Every meeting: 2+ customer attendees - Map contacts in IT, Finance, End Users, Leadership - QBRs include the champion’s boss - Track “relationship breadth” as part of our health score The hardest lesson: The stronger your champion feels, the more dangerous it is. Jessica loved us so much she kept it all on her plate and when she left, so did our value. Now I ask my CSMs: If your main contact vanished tomorrow, who else would fight to keep us? If the answer is “no one,” you’re not managing a customer. You’re managing a single point of failure. Who’s lived through their own “Jessica moment”?

We analyzed 650M candidate profiles and discovered something shocking: multi-person outreach sequences increase response rates by 2X, yet only 20% of recruiting teams use this approach. Most teams are doing recruiting outreach completely wrong. They have one recruiter send all messages in a sequence. Candidates ignore them. At Gem, we've tested this obsessively across thousands of companies. The data is clear. Here's what actually works: 1. First message: Recruiter introduces the opportunity 2. Second message: Hiring manager shows personal interest ("I was catching up with Nolan from recruiting, who mentioned your name...") 3. Third message: VP or executive adds credibility It works because it turns cold outreach into something that feels high-touch and personal. For startups without established talent brands, this is even more critical. When passive candidates are evaluating YOU more than you're evaluating them, having multiple team members vouching for them makes all the difference. We tested dozens of sequence variations. The highest performer? A 4-stage sequence using email (not InMail) with 3 follow-ups from different people. This approach increased positive response rates by 68%. I saw this firsthand at Gem and before that at Dropbox. The best recruiters always leverage hiring managers in outreach. Everyone else is leaving responses on the table.

Your star candidate just vanished. You found them on LinkedIn. They were perfect. The exact experience you need. You sent an InMail. You sent an email to their work address. …Silence. A week later, their profile updates: "Started new role at." You didn't just lose a candidate. You lost them to the competition. Here’s why: You were emailing their work address. They are "passive talent." They aren't actively looking. They aren't going to risk opening a recruitment email on their company laptop. Or worse, they were on gardening leave. Their work email was already deactivated. Your message bounced. This is why top-tier recruiters are engineering their GTM. (Yes, recruitment is a GTM motion). They are building a "passive candidate" workflow. The new playbook: -Identify top-tier, passive talent. -Find their personal email address. -Engage them on their own time, in their own space. This is a different conversation. It’s not a "job application." It's a professional, 1-to-1 conversation. This is where a personal email waterfall becomes your secret weapon. You can run a list through an enrichment tool, like BetterEnrich, which cascades through 6+ providers to find a verified personal email, ensuring it's not just another work address. It’s how you get to the right person, in the right inbox, before anyone else. #sales #sdr #gtm #revops #recruitment

Diksha, I'm struggling to grow your professional network. What should I do? This is what a candidate asked. If you have the same question, keep reading... You're not alone. I receive tons of messages from people who feel hesitant or unsure about how to network effectively. If the thought of networking makes you uneasy too, here's a fresh perspective to help you embrace it with confidence: ⤷ Start with Who You Know Begin by reaching out to friends, family, and acquaintances. They can offer introductions to others in your field of interest. Remember, networking is about building genuine relationships, not just collecting contacts. ⤷ Utilize Social Media Wisely Platforms like LinkedIn are goldmines for networking. Engage with content relevant to your field, join industry groups, and don't hesitate to share your thoughts and articles. This visibility can attract potential connections who share your interests. ⤷ Attend Industry Events Whether online or in-person, events are fantastic opportunities to meet professionals in your field. Prepare an elevator pitch about yourself and your career goals to make meaningful conversations easier. ⤷ Follow Up and Stay in Touch After making a new connection, follow up with a thank you note or an email expressing your appreciation for their time. Keep the relationship warm by checking in periodically, sharing interesting articles, or congratulating them on their achievements. ⤷ Offer Value Networking is a two-way street. Think about how you can offer value to your connections, perhaps by providing insights into a shared interest or volunteering your skills for a project they're working on. Start building your network today; it's an investment in your career's future that will pay dividends for years to come. #networking #networkingtips #linkedinforcreators #interviewing

What You Say When You Ignore Messages Over the past three years, I’ve received literally hundreds of messages from people essentially apologizing – saying that if they had known who I was, what this community does, or even just recognized my name, they would have responded to me or helped me back then. I want to be clear: I am not upset about this at all. And this, I assure you, happens a lot. So if this happened between you and me, please don’t think I’m putting Sauron’s eye on you. This isn’t about any one person – it’s about a bigger pattern. Like so many candidates in our community, I know all too well what it’s like to go through not just months, but years of being nearly completely ghosted. I was once just a guy trying to break into the industry, then a guy trying to get back in, and even now, with all I do for this community, there are still times I’m chasing people down – trying to get them to help with our community efforts, help candidates, or place someone for a role. And if you think that means I get automatic replies even now all the time, I assure you, that is far from the case. I get messages constantly – on my work email, personal email, Blue Sky, Discord, LinkedIn, WeChat, WhatsApp, Slack, text. All of them. And I hold myself to a strict SLA: I respond to everything within 48 hours, usually within 24. Not because it’s always easy, but because it doesn’t take a lot of effort to send even a short acknowledgment. I really think people underestimate how much damage they can do when they completely ignore someone reaching out to them. And no, I'm not talking about obvious spam. When you don’t reply, you send a message – whether you mean to or not – that this person wasn’t worth even a few seconds of your time. And if you worry about being bombarded after responding, well, that’s on them. If someone takes advantage of your kindness, that’s their failure, not yours. But if you make a habit of blanking people entirely, it’s worth asking yourself why. One of the most painful things people experience professionally – especially when they’re already in a tough spot – is feeling invisible and worthless. And that’s why I always make it a priority to respond with at least something. You shouldn’t have to be famous, or have some level of notoriety, for people to simply extend you the basic courtesy of a reply.

𝗝𝗼𝗯 𝘀𝗲𝗮𝗿𝗰𝗵 𝗔𝗕𝗖: 𝗦𝗵𝗼𝘂𝗹𝗱 𝗜 𝗿𝗲𝗮𝗰𝗵 𝗼𝘂𝘁? There isn`t a simple yes or no. It depends. 👉 I get swamped with LinkedIn messages from candidates daily. I want to help, support, and guide, but my time is limited. My priority are my business leaders. Their needs will always come first. In large hiring organizations, there are hundreds of Talent Acquisition partners working on scopes of roles, often times regionally or globally. Unless the name is listed on the job post, it’s hard to know who’s the right contact. And even if you find them - they still need to follow the same process to ensure fairness. 👉 I appreciate the interest and pro-activeness. (And yes, I’ve seen it work firsthand!) 👉 But many cold messages feel demanding: “Find me a job.” “Review my CV.” “Schedule a call.” That’s not realistic. And it’s not respectful of someone’s time. When Sam Struan posted his take on this, I loved how well he framed it. Here’s my spin on his advice. 𝗦𝗲𝗲 𝗮 𝗽𝗼𝘀𝘁𝗲𝗱 𝘃𝗮𝗰𝗮𝗻𝗰𝘆? 🔜 𝗔𝗽𝗽𝗹𝘆 𝗼𝗻 𝘁𝗵𝗲 𝗼𝗳𝗳𝗶𝗰𝗶𝗮𝗹 𝘀𝗶𝘁𝗲 𝗳𝗶𝗿𝘀𝘁. Then, consider outreach to increase your chances. But don’t expect someone to create a role just to hire you. Here’s a message that works: “Hi [Name], I recently applied for the [Job Title, Requisition #] role at [Company]. In my current/previous role at [Company], I worked on [specific achievement], which aligns with [Company]’s focus on [area]. If this role falls into your scope or my background sparks interest, I’d be glad to chat – but also happy just to stay connected here on LinkedIn. Thank you, [Your Name]” This works as an InMail or a connection request. 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗲𝗿𝗲 𝗺𝗼𝘀𝘁 𝗴𝗼 𝘄𝗿𝗼𝗻𝗴: ❌ “Tell me who the hiring manager is!” ❌ “What time works for a call?” ❌ “Can you review my CV?” ❌ “Can you refer me?” These come off demanding.. You’re asking for time and support from someone who doesn’t know you yet. And you may not even be reaching the right person at all! ✅ Give the recipient a way out. ✅ Show respect for their time. ✅ Build connection, not pressure. No big news here: 𝘄𝗮𝗿𝗺 𝗼𝘂𝘁𝗿𝗲𝗮𝗰𝗵 𝗮𝗹𝘄𝗮𝘆𝘀 𝗯𝗲𝗮𝘁𝘀 𝗰𝗼𝗹𝗱 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴. Find a warm intro. Or engage with their content. Comment. Support. Share your views. Then reach out. 𝗦𝗼… 𝗱𝗶𝗿𝗲𝗰𝘁 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵: 𝗬𝗘𝗦 𝗼𝗿 𝗡𝗢? Let’s hear your take. Share your stories! 𝗣.𝗦. More FAQs in the comments! Ask yours too!

In countries where trust takes longer to build (as is the case of most Asian markets), the most effective approach I’ve found is to bring real business to the table without expecting anything in return. If someone seems valuable, introduce them to a client, a partner, or an investor. Don’t ask for a favor or a cut. Just deliver. If they choose to reciprocate, that’s a green flag. If they don’t, that’s fine too because the point isn’t immediate return. It’s accelerating trust. All other forms of relationship-building, e.g., dinners, drinks, small talk, are way less valuable in comparison to this. Nothing builds goodwill like showing you can make people money while operating with integrity.

By now, you already know: the best roles are rarely filled through job boards. They’re filled through relationships. Over the years, I’ve refined a method I call the “Strategic Access Framework.” Here’s how it works: 1️⃣ Identify the right people inside your target company Don’t just think about recruiters. Instead, ask: Who has insights about the team, culture, and challenges I want to be part of? These are the leaders and decision-makers worth building a connection with. 2️⃣ Initiate a conversation to learn, not to pitch Set up meetings with genuine curiosity. Ask about the company’s direction, leadership priorities, and what success looks like in their roles. When you focus on learning, you naturally leave a stronger impression. 3️⃣ Position yourself for a referral Referrals don’t happen by accident. They come from thoughtful conversations. By asking the right questions and sharing relevant experiences, you’ll naturally open the door for them to connect you to the right opportunity. 4️⃣ Nurture the relationship long-term A single meeting isn’t the end. It’s the beginning. Stay in touch, share insights, and keep the dialogue going. That way, when opportunities arise (and they will), your name is already top of mind. I’ve seen professionals land interviews and offers within weeks by applying this approach. The key is to stop relying on online applications and start investing in the relationships that drive hiring decisions.

Imagine starting an interview by letting candidates ask you questions first. Sounds unconventional, right? But here’s why this strategy is a game-changer: 👥 Empowerment and Insight: This method does more than just engage candidates. It offers deep insights into what truly matters to them, aligning your understanding from the very first interaction. 🌟 Transparency and Trust: By opening the floor to candidates, you demonstrate transparency and foster trust, qualities that are reflected back in your company culture. This openness not only attracts top talent but also promotes a culture of mutual respect. 🔍 Priorities and Decision-Making: Understanding a candidate’s questions allows you to gauge their priorities and decision-making process, ensuring a fit not just for the role but for the culture and future direction of your company. 📈 Strategic Advantage: For business leaders and managers, this approach can revolutionize your recruitment strategy, making your hiring process an even more powerful tool in your company development. 💡 Have you ever tried reversing the interview process? What was your experience? Share your thoughts in the comments or message me directly for a deeper discussion on innovative hiring practices! #Leadership #HiringStrategy #BusinessInnovation #TalentAcquisition #CompanyCulture #BusinessEfficiency #Management

Candidates often express a critical perception about recruiters - "Recruiters don't care about me." Whether you are an in-house recruiter, talent acquisition professional, or a third-party recruiter, candidates feel you only care about filling a job, not about what is most important to them. To avoid proving them right, it's essential to conduct a broader, general interview to understand what must be in place for them to make a move. Great talent isn’t just looking for another job; they’re seeking the right career move that aligns with their professional and personal goals. Here are some actions to show candidates that you genuinely care during interviews: - Avoid pitching a job too quickly or focusing solely on a single opportunity. - Understand what matters most to the candidate for their next career step. - Never assume a candidate's current role reflects their desired future path. - Acknowledge and leverage both soft and hard skills of every candidate. - Always ask, "Is there anything about you that we haven't addressed that you want to share?" to uncover their priorities. By demonstrating your genuine interest in their aspirations, you differentiate yourself from other recruiters, increase referrals, and foster engagement and retention. Share your strategies for showing care during interviews to learn from each other!