Email Marketing for Recruiters: The Ifs and Buts

Being a recruiter makes you powerful - you feel like a King (or a Queen), owning the world when a person’s livelihood depends on your judgment while you are screening a CV to pass on to the next level.

However, there is always the other side of the coin - you also have a target to meet, and you need to find, attract, and recruit the best talent. That is challenging!

It is hard to get top talent to pay attention to you and your message and apply for the roles at your company.

How to get top talent’s attention? The answer is Email

Just like how a salesman or marketer pitches their product/service in an email, that’s exactly how you pitch your company to a potential candidate - it’s a talent recruitment best practice.

Before we get into the nitty-gritty and thoroughly explore the best talent acquisition practices in email marketing, let’s first discuss the importance of email marketing for recruiters.

Email marketing for recruiters is a part of employer branding - an extremely vital concept for attracting the best instead of the rest.

You can't find top talent everywhere, especially when the competition is tough. Now, candidates research a company’s full profile before even deciding to apply for a position. Therefore, it is essential for recruiters to use as many channels as possible for talent acquisition - and to use them correctly.

While Facebook and Twitter have been significant social media mediums for recruitment purposes, email is 40 times more effective in generating leads, according to Averture.

Some recruiters may think, BUT emails are used for marketing purposes; what do we say to potential candidates? Some may wonder what IF our candidates don’t reply or what IF we go to SPAM?

There are answers to all of these questions.

But first look at email marketing's importance for tech recruitment.

Why should you use email marketing for talent acquisition and recruitment?

  • It is a non-intrusive way to communicate with candidates.

  • It is personal and can attract top talent more effectively than a random ad.

  • It helps you keep in touch with your talent network.

  • It is cheaper than most marketing channels, with more effective results.

Now that we have established why email marketing for recruiters is important, let’s talk about what needs to be said in the recruitment emails.

What needs to be said in the recruitment emails?

1. Direct emails to candidates with offers to apply

You can send a direct offer to apply for a certain position to qualified candidates that you find through LinkedIn or various job boards or those who have signed up to receive updates on relevant jobs. If you feel the candidate is a good fit, give them a summary of the role, your company and work culture, the compensation package, and the application process.

2. Emails regarding all open positions

You may have an email list of people who have opted-in to receive job alerts from you. You can email them all open positions and let those interested choose to apply to whatever they deem relevant. The email should contain information about the open positions, a little about the requirements and role, and a link to your Careers Page or a separate page that includes details of each position and application instructions.

It is ideal to keep your emails short and not list all open positions and JDs in one email but to lead those interested in a particular position to a relevant page.

3. Emails regarding company achievements

You should keep top talent on your radar to send out timely emails regarding company achievements to be top-of-mind in the recruitment and hiring sphere. You can share news about getting Series A funding, winning an award, or being nominated as The Best Place to Work.

All these accolades and achievements will make you look good in the eyes of job hunters.

4. Emails about company culture

These are sneaky emails that are used as bait to reel in the top contenders and even make those people want to switch who weren’t even interested in switching at all. For example, does your company offer an annual retreat? Does your company give Macbooks to every employee? Is your job remote, and can you work from anywhere in the world?

Highlight that and add a few pictures in your recruiter emails to candidates. Once they start drooling, you have laid your trap. On a serious note, company culture emails effectively keep top talent engaged and may even entice them into an interview.

These are some examples of recruitment emails that you can send. If you want to jazz it up a bit and also educate your audience, you can sometimes send them content such as:

  • Interview tips on how to get a job in the industry.

  • Industry statistics and career growth.

  • Information about a career trajectory in a specific role.

  • A case study on how resources have grown in the past at the company and how happy they are.

Once you know what type of email you want to send, you need to follow these steps:

  1. Warm up your email domain using warm-up tools, such as Pribox, to land in Priority Inbox instead of SPAM.

  2. Write copy for your initial email and ensure it is short, to the point, has a clear CTA, and provides enough relevant information.

  3. Proofread your copy and ensure you have added all links and they are working.

  4. Segment your email list according to the position you are recruiting for.

  5. Send your email.

  6. Track your email using your CRM or email service provider.

  7. Send a follow-up email after some time to those who have opened the email.

  8. Send a repeat email to those who did not open the first one.

Conclusion

There are no Ifs and Buts when it comes to the importance of email marketing for recruiters. If you do not get a response the first time, do not hesitate to send another email. Recruiterflow mentions that most candidates reply to the second email of the campaign!

Remember, top-tier talent requires top-tier effort - but you also get top-tier results!

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