Hammering out dozens of emails to candidates every day is no easy feat, so finding a rhythm and flow that works is comparable to discovering a gem.
Like most talent pros who make the extra effort to test out a variety of outreach styles, you hold on to what works. There are likely at least two templates you alternate for each role. You’ve got go-to phrases you plug every few lines or so. There’s a honed conciseness that works better with certain candidates. Alternatively, storytelling connects more with others.
No matter what you’re changing out to improve open and response rates, there comes a time when your outreach hits a plateau and your team breaches writer’s block. Hitting refresh on the inbox yields squat, talent pools start looking bone dry, the office sees less interview action. Sound familiar?
Summer’s edge (now) could be the right time to revamp your candidate outreach techniques. Use this checklist to measure what’s working and what’s not working.
Is this timely?
Timing’s everything, and while your opportunity may be hot and new, a candidate may not be all that excited (or may be too busy to get excited) about what you’re offering. It’s been studied – employees are most likely to leave their jobs at the first, second, and third year work anniversaries. The most optimal times to send emails about your roles are during the two to four months before these marks. You’re top of mind and may very well line up with when candidates are looking for a new job.
Could this work as an elevator pitch?
First, read the message to yourself, then to someone else. Within the first seconds, the message should deliver the main point. Don’t bury the intent. You’ll risk sound like a sneaky infomercial. Your first and last lines should clearly state your purpose and a call-to-action – if a candidate is interested in following up, how can they learn more and contact you? If you’re looking for a sample template, check this out.
Does your message resonate with what candidates are looking for?
Another way to gauge relevance is to decide if your message identifies and solves your problem or their problem. Think of your outreach as one of two types, a “me” or “you” message. If the email highlights “me” factors like job responsibilities, the company’s history and background, or a list of current customers, you’re leaving candidates left wondering how the role benefits them. Highlight “you" factors means giving them a taste of a day-in the life, the types of exciting projects they’ll work on, and the colleagues they’ll work alongside – in other words, your employer brand. Consider the “So what?” element, and you’ll quickly spot where in your messages you’re serving the company and serving the candidate.
Does this make sense and am I sending this to the right person?
Obvious and easy enough. Read it out loud. Is it clear what you’re asking for within the first few lines? Are there awkward jumps or choppy phrases? Does the message feel unnecessarily long or mysteriously short? Are there links or contact details at the end of your message for candidates to follow up with you? Pro tip: Add the recipient address after writing and proofreading the email. Also, remember to double-check you’re correctly using and spelling their first name. The opposite is more common than you might imagine.
Before getting a little too trigger happy with the Send key, run through this list to prevent easily avoidable mishaps and to get the most out of that work of art you worked hard to create! Our Effectively Messaging Candidates eBook is the 2.0 version of this blog post. If PDFs aren’t your thing and you’d rather tell us a thing or two, share your ideas in the comments!
