> For the complete documentation index, see [llms.txt](https://help.impact.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.impact.com/brand/what-would-you-like-to-learn-about/platform-features/review-partner-applications/redirect-rejected-applicants-to-advocate.md).
# Redirect Rejected Applicants to Advocate
When you review partner applications in your Performance program, some applicants won't meet your program criteria, but many could still be valuable partners through an Advocate program. This article shows you how to identify rejected applicants who may be a good fit for your Advocate program, segment them, and reject them with a custom email inviting them to join instead of your standard rejection message.
This workflow is optional. You choose which rejected applicants to redirect on a case-by-case basis.
{% hint style="success" %}
**Prerequisite:** This workflow requires you to have an active [Advocate program](/other/included-creator-and-advocate-features/get-started-with-included-creator-and-advocate-features.md#advocate).
{% endhint %}
## Why redirect instead of rejecting outright?
Advocate programs, including Community Expert programs, have a much lower barrier to entry than Performance programs. There's no approval process, no forms, and no contracts — applicants only need to sign up on your Advocate [microsite](/brand/what-would-you-like-to-learn-about/advocate-program/manage-advocate-participant-experiences/microsite-experiences.md) or [widget](/brand/what-would-you-like-to-learn-about/advocate-program/manage-advocate-participant-experiences/widget-experiences.md) to join, and your program's terms and conditions bind them. This means you can confidently redirect applicants without creating additional operational requirements. The program redirect is an opportunity to place a partner in the right channel.
## Who should you consider redirecting?
Not every rejected applicant is a fit for your Advocate program. 4 common candidate types are worth redirecting:
* **Emerging creators and new voices:** Applicants with strong brand passion and authentic engagement but insufficient reach or history to qualify for your Performance program, such as small YouTube channels, new TikTok creators, or bloggers just starting out. They may not fit today, but they could grow into valuable long-term partners.
* **Niche community experts:** Applicants with strong influence in specialized communities, such as fitness professionals, local business owners, niche hobby groups, nonprofit leaders, or wellness practitioners. Their reach may be focused, but their audience is highly aligned and trusts their recommendations.
* **High-engagement, low-reach superfans:** Applicants without large followings who engage with your brand frequently, such as active community members, loyal customers, newsletter subscribers, or engaged social followers. They regularly recommend your brand within smaller circles.
* **Micro-influencers and specialists:** Applicants with focused expertise, such as nutrition experts, productivity coaches, wellness specialists, or financial advisors, who have niche but highly engaged audiences that trust their recommendations.
## Set up a redirect email workflow
The following steps all take place in your Performance program. Advocate only comes into play once the applicant registers on your Advocate microsite.
{% stepper %}
{% step %}
### Create a group for potential Advocate applicants
Before you can segment any applicants, create a dedicated group to hold your Advocate-fit rejections, for example, "Advocate redirect".
1. From the left navigation menu, select  **\[Engage]** → **Partners** → [**Groups**](https://app.impact.com/secure/advertiser/engage/mediapartners/view-mediapartnergroups-flow.ihtml).
2. In the upper-right corner, select **Create Group**.
3. Enter a name for the group, for example, "Advocate redirect".
4. Select **Submit**.
{% endstep %}
{% step %}
### Group your applicants
Review incoming applications and add the ones that fit an Advocate [candidate profile](#who-should-you-consider-redirecting) to the group you just created.
1. From the left navigation menu, select  **\[Engage]** → **Partners** → [**Applications**](https://app.impact.com/secure/advertiser/engage/contracts/activity/adv-manage-pending-public-ios-v2-flow.ihtml).
2. On the *Applications* screen, stay on the **New** tab.
3. Select the  **\[Checkbox]** next to each applicant that doesn't fit your Performance program.
4. At the top of the list, select **Group**.
5. Select the group you've created in [step 1](#create-a-group-for-potential-advocate-applicants).
{% endstep %}
{% step %}
### Reject the applicants in the group
Once your candidates are grouped, filter by that group and reject them together with a *Brand alignment mismatch* reason.
1. From the left navigation menu, select  **\[Engage]** → **Partners** → [**Applications**](https://app.impact.com/secure/advertiser/engage/contracts/activity/adv-manage-pending-public-ios-v2-flow.ihtml).
2. On the *Applications* screen, select the **Groups** filter and filter the list by the group you created.
3. Select the  **\[Checkbox]** **Select All** to select all applicants in the group.
4. At the top of the list, select **Reject**.
5. In the **Reject** modal, set the **Reason** to **Brand alignment mismatch**, then select **Reject** to complete the bulk action.
{% endstep %}
{% step %}
### Create a segment to send a custom email to the group
Create a partner segment that targets everyone in your Advocate redirect group, so you can send them a custom email.
1. From the left navigation menu, select  **\[Engage]** → **Partners** → **Automation** → [**Segments**](https://app.impact.com/secure/advertiser/fr/outreach-segments-ui.ihtml).
2. Select **Create Segment**.
3. Enter a segment name, for example, "Advocate redirect segment".
4. Under *Conditions*, set **Partner Group** `is any of` **{the Advocate redirect group you created}**.
5. Select **Preview Segment Partners** to confirm the right applicants are included, then select **Save**.
{% endstep %}
{% step %}
### Send the redirect email
Set up an [email workflow](/brand/what-would-you-like-to-learn-about/platform-features/reach-out-to-partners/email-workflows/create-and-manage-email-workflows.md) that automatically sends your Advocate invitation to everyone in the segment using the following setup:
1. When you reach the step of adding a partner segment, select the partner segment you created in the previous step for this email workflow.
2. In the *Action Type*  **\[Drop-down menu]**, select **Send Email**.
3. Write the email inviting these applicants to join your Advocate program, including a link to your [Advocate microsite](/brand/what-would-you-like-to-learn-about/advocate-program/manage-advocate-participant-experiences/microsite-experiences/microsites-overview.md).
4. Select **Activate Workflow**.
{% hint style="success" %}
**Note:** If you already have an automated email set up for standard rejections, applicants in this segment will receive **two** emails — the general rejection email and this custom redirect email.
{% endhint %}
{% endstep %}
{% endstepper %}
## Related resources
* [Review Partner & Creator Applications](/brand/what-would-you-like-to-learn-about/platform-features/review-partner-applications/review-partner-and-creator-applications.md)
* [Process Partners in Bulk & Reverse Rejections](/brand/what-would-you-like-to-learn-about/platform-features/review-partner-applications/process-partners-in-bulk-and-reverse-rejections.md)
* [Create & Manage Partner Groups](/brand/what-would-you-like-to-learn-about/platform-features/reach-out-to-partners/partner-groups/create-and-manage-partner-groups.md)
* [Create a Partner Segment](/brand/what-would-you-like-to-learn-about/platform-features/reach-out-to-partners/segments/create-a-partner-segment.md)
* [Create & Manage Email Workflows](/brand/what-would-you-like-to-learn-about/platform-features/reach-out-to-partners/email-workflows/create-and-manage-email-workflows.md)
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