Target Talent with Customized Email: 8 Tactics to Keep in Mind
Email may seem like the functional equivalent of a telegram in many ways, especially when you see everyone texting and using online live chat to connect with recruiters. Make no mistake, though, you need to target talent with customized email. Don’t do so through text; many people find that odd and invasive. Email is an efficient and speedy way to reach potential job candidates, particularly those who are already employed. Here are eight tactics to keep in mind as you launch campaigns.
Tactic 1: Rise Above the Clutter in an Email Inbox
From newsfeed subscriptions and sneaky spam email, many email inboxes have clutter to varying degrees. In fact, some folks get hundreds of emails daily. To cut through the clutter and rise above, you must have a compelling subject line that is informative, persuasive, and above all, honest. One example: Accounting Firm Seeks Motivated Folks to Make Magic Happen. Two more: Want to Work for an Amazing Company and Break out of Your Job Rut.
Tactic 2: Recruit with Purpose
When you target talent with customized email, your campaign needs purpose. Purpose helps your campaign stay on track and ensures it reaches the folks it is intended for. So, before you launch a campaign, clarify your hopes for it. For example, is its purpose to strengthen your recruitment branding or to get more job applications
Tactic 3: Measure Effectiveness
You’ve established your purpose, but you do need to measure how well you target talent with customized email. Fortunately, there are plenty of tools to help you do so. For example, you can assess click rates to see how many folks are opening your emails. You know your subject line is carrying its weight when your click rate is as high as 25 percent; the average click rate hovers about 3 percent. Tools can also assess other metrics such as who applies for jobs and the geographical regions where an email is more successful.
Tactic 4: Follow Up
Another tool goes beyond measuring effectiveness and helps you follow up. For instance, say that prospects have read your email but did not apply. You can send follow-up emails to these folks with the ultimate aim of getting them to apply. Likewise, you can send follow-up emails to folks in a geographical region in which the original email was not too successful. In a follow-up, it’s your job to provide prospects with ways to get in touch or apply: for example, by calling, replying to the email or following a link to apply online.
Tactic 5: Use Drip Marketing
If you do not know what drip marketing is, it basically is a marketing approach that sends automated emails in ïdrips,ï meaning periodic intervals. The overall purpose is not only to target talent with customized email but to keep them engaged and perhaps even turn them into ambassadors. For instance, you can ask the folks who decided not to apply to take a very short survey about the factors that make up their dream job. In exchange for their time, you offer them a reward; say, a free gift from your company. When these folks meet someone who would be a good fit for your company, they have that positive experience to draw from, and encourage others to apply. The free gift (or similar incentive) keeps them engaged and from clicking ïUnsubscribeï or blocking your address. Other ways to provide value include offering free whitepaper downloads and tips for challenging yourself on the job. Inject humor whenever possible.
Tactic 6: Make Emails Mobile Friendly
Folks these days, especially younger job prospects, are more likely to read their emails on a phone or tablet rather than on a computer. So, your emails must be mobile friendly. They must load quickly, get to the point/offer their value up front and use spacing and aesthetic tactics such bolded subheaders and bullet points.
Tactic 7: Include Video
It’s true; video is huge among younger folks. Embed a video (or a link to a video), and include a teaser such as, ïClick here to watch what happened at our firm during Bring Your Pet to Work Day.ï
Tactic 8: Be Engaging
Never be boring when you target talent with customized email. For example, do not simply copy and paste a job posting, do not overhype your company, and do not pressure folks to apply. Instead, tell stories, and make recipients laugh and think. Link your company to a bigger goal or mission, and tell stories.
For more information on making all-star hires, turn to the resources here at Mighty Recruiter.