How to Attract Key Talent to Start a Meaningful Dialogue
Posted recently (8/21/2019)
Let me send out a generic job email blast to "spray and pray" - why am I not getting any response? If this is not obvious, let's help refine your outreach strategy to ensure candidates connect and you get the most out of your time (Why would you be proud of a database administrator accidentally responding to a role for a marketing manager?). Of course, networking, posting on LinkedIn, and reaching out to past candidates are all effective recruiting strategies that can help recruiters win big, but as you can imagine, sending well-targeted candidate invite emails, if done properly, can be equally effective as well.
As you know, recruiters on LinkedIn are able to get a clear idea of anyone's professional experience including their past jobs, schools, references, portfolio, as well as plenty of other information that can help when deciding whether they’d be a fit for the job or not, but even just reaching out won't necessarily convince candidates (especially passive searching ones) to strike up a conversation.
Here are some tips to help overhaul that your recruitment emails:
1. The subject line is your hook!
I hate to say it, but as your hidden job title is really "people marketer". Your subject line, the first thing your target candidates' eyeballs will see, needs to be the bakery shop window to get them to salivate. Of course, make sure it's short and to the point (target 40-65 characters for its entire length), but it needs to give that "Oomph" to get them to want to read more. By doing this, you're telling the candidate exactly what they need to know and the value they’re getting by opening the email. If done properly, it conveys that you're not going to waste their time with jargon and other unneeded information.
When crafting that subject line, it's critical to personalize it and ALWAYS
include their first name. The candidates on the receiving side will be more likely to open an email they know wasn't spit out by a robot applicant tracking system. For example, "This popular marketing analyst role is perfect for you Kaylee!"
You should also include a touch of urgency within your subject line so there's something that encourages them to act (please don’t make it over the top and come across as dramatic - a scammy-sounding topic can be flagged for spam, so be careful).
2. No, do not write War and Peace!
Never forget - these emails are to candidates as resumes are for recruiters. Putting the company's life story and other scroll-inducing long-form paragraphs, will cause candidate eyes to glaze over, so keep them short. Also, when you break your writing up into smaller paragraphs, it gives psychological signals to readers to makes it feel as if they're not reading as much as they actually are (ever wonder why popular LinkedIn posts are many short-lines with space breaks?). Including a link to your automated AI tools
can also speed your candidate along to the next stage. Your candidates are more likely to finish reading the entire email, assess options and hopefully will engage with your call to action (i.e. clicking an apply button). Every sentence is crucial and you'll want to make the most of each one if you really want your message to drive home.
As with job descriptions, put important information right at the beginning. When you include all the important information right at the jump, you have an easier time grabbing their attention resulting in curiousity for the details and meat of the rest of the email. Key data details such as, years of required experience, type of industry, reporting structure, location, size of department or organization and others can be make or break attributes to keep them engaged.
3. Only one email? Hah!
Just like selling a product, sending follow up emails is crucial for making the most of every one of your prospective candidate leads. People rarely respond to the first email you send, so it's of paramount importance that you're persistent. HOWEVER, don't make the mistake of sending too many and annoying the candidate (finding the right balance is important to building positive branding for your organization while showing genuine interest with your candidates - including links to your next-generation AI tools
can also show your organization is ahead of the curve and can be a positive branding experience). As a guideline, try to send two follow up emails at the most, and when you're writing them up, make sure they're even shorter than the original email (treat them as nurture touch points).
For really high-priority roles, you may also want to try to have a colleague outside of HR send it as it will help quickly build rapport as it won't seem as directly related to the talent acquisition process. Especially when coming from those at the same level or function, candidates will also be more excited to hear from the people they could be working with versus the typical recruiter (no insult intended).
4. Let's put it all together
Here's an example of a reach out e-mail to quicken your efforts:
I'm the Head of Sales over at Sandbox Inc. and couldn’t help but notice you have a lot of experience in sales. We're currently experiencing a nice growth spurt (we just doubled in size since last year!) and I think you may be perfect within our sales team as a sales executive at our New Orleans HQ.
We are very interested in learning more about your background and experience and know your time is precious and to help fast-track you right to a face to face interview, I’d love to have you speak with Sandy, our digital phone interviewer! The conversation will take less than 20 minutes, and you can take it whenever you're comfortable. Please click the following link to begin (NOTE: After you respond to a few initial questions and provide your contact information, you’ll receive a link and have 12 hours to take the phone interview
INSTANT Sales Executive Phone Interview
Thank you so much, good luck and looking forward to speeding you to our Director of Sales!
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