As a recruiter, you cannot rely solely on posting job advertisements and expecting to receive candidates’ resumes to fill a vacancy. There may be times when you have to do outreach yourself. If that’s the case, you have to be strategic in sending a recruitment email, as this can help to attract talented candidates to your organisation.
In this article, we will share some tips on how to improve your emails and get the attention of top talent who might be a fit to work at your company.
Recruitment Email Tips To Get The Most From Your Efforts
1. Use Email For A Consistent and Seamless Candidate Experience
When considering whether to reach out via email or social media, keep in mind that communicating via the former can provide a more continuous experience. You're likely to make and receive follow-ups via this channel, so reaching out with a recruitment email in the first place is likely to improve the candidate experience, as there’s no need to switch platforms.
Most people make their email address available on one of their social media profiles, or perhaps its someone in your talent pipeline, in which case you already have their contact information on hand.
2. The Subject Line Has To Be A Winner
The first thing that will motivate the candidate to open the email is the subject line. Nowadays, we all receive a lot of unwanted marketing and advertising emails. If you write a bad subject line, your message will probably end up in the deleted folder before even being opened.
To increase the response rate from candidates, write a subject line that is both catchy and descriptive – you have to convey enough information to get them to open your message.
However, you need to keep it short too. Your optimal length is 60 characters or less, according to a survey that revealed 82% of professionals do this. It’s likely due to the fact email providers such as Gmail and Yahoo! only display around 60 characters on the subject line.
Keep this benchmark in mind when drafting your email. Put the more crucial/interesting text at the beginning as well, so that it’s guaranteed to display on the person’s screen even if they’re on mobile.
Also, remember to monitor which subject lines are working or not working for you. If you find that you are not receiving any response with certain subject lines, change them for another.
3. Make It Easy For Passive Candidates To Apply
Remember that you might be sending your recruitment emails to passive job seekers. This could mean that they are already engaged in full-time employment and hadn’t considered searching for a new role. With this in mind, you have to make your proposition and the process as seamless as possible for them.
Keep your email short and simple. Don’t take up too much of the person’s time by making them read irrelevant information. Come straight to the point and provide a direct link in the message where candidates can click to apply.
You should also provide links to the company website, LinkedIn page, or social media handles. This way, the candidates can also find information about the business if they aren’t familiar with it. Before you send your recruitment email, double-check that all the links are working.
Another important point to keep in mind is to address the person by his or her name and check that you have spelt it correctly. Greetings like "Dear Sir/Madam" or "To Whom It May Concern" can come across as impersonal, plus you want the receiver to know that you’re interested in them personally. Instead, go for Hello Sara, or Dear Mr Ross, so that the candidates know you have done your homework on them.
4. Use Triggers and Autoresponders
Triggers and autoresponders are effective tools that provide prompt information to candidates. You can easily set up your email system to do these when you are nurturing candidate leads.
For example, if you are using the &Team platform, you can set up triggers that will automate responses and prompt candidates to take action. Once they submit an application, they will automatically get a notification to thank them and let them know what to expect next. Similarly, those who didn't complete their application, will be sent a prompt to finish it up and send it in.
All in all, these sorts of triggers and auto-responses keep the candidates engaged and informed. If you’re hunting passive talent, the least you can do is be proactive and keep up your end of the relationship.
Recruitment email messages can be a very powerful tool to attract top talent to your organisation. With greater personalisation and ability to filter out some of the noise from social media channels, you can focus on developing a stronger relationship and engaging with potential candidates.