More than 205 billion emails are sent and received every day, according to The Radicati Group. Business emails represent more than half of these! With so many messages whizzing back and forth through the air and in and out of email mailboxes, how do you know your messages are reaching and being read by recipients?
One word is key: personalization. Let’s take a closer look.
Picture your email inbox, its various messages, and their “subject” lines. Are there any types of messages which immediately jump out to you? Or others that you hardly notice let alone bother to open? If you’re like most of us, your eyes are drawn to messages with personal elements, such as your name, geographic region or title.
While a recipient’s interest may initially be piqued by a seemingly personalized greeting, this technique will only get you so far. Why? Because while personalized messages which give way to one-size-fits-all text may get opened, recipients won’t bother getting much further than that.
When we talk about personalization, we’re talking about something that supersedes greeting a recipient by name, but instead attempts to fill a need.
Mass emails, attachments, and CTAs are not part of the equation at this early phase in the process yet, for one simple reason: They’re more about meeting your needs than about meeting the needs of a job candidate.
Recruiting is a relationship-building game, and just sending a job posting or generic content has the opposite effect of drawing the interest of passive candidates who aren’t yet in your pipeline.
So what can you do when making the initial contact? Tailor your message with information aimed at getting the recipient interested in your company. Perhaps you have news of a recent project or study to share? Your email must — above all else — have specific, targeted value.
This also means doing your research. Candidates — particularly passive ones — don’t like cold calls. Successful email recruiting is not just a matter of reaching out, but instead about demonstrating genuine knowledge of a candidate in order to make a positive impression towards developing a relationship.
The Power of Analytics
Contemporary analytics make it easier than ever to drill down past the mass-mailing mindset. Today’s sophisticated services in web analytics let you do everything from aggregating response data (such as setting up email open and click rates) to website integration and behavioral targeting. The data is out there. How you use it can mean the difference between a relevant, targeted email and one that gets sent straight to the recipient’s trash folder.
One last note? Successful email messaging takes persistence. You will not always get a response, and you will often have to follow up and make changes along the way. You can further hone your email recruitment strategies by deriving actionable insights and refining your efforts.
Contrary to common misconception, email is not dead. However, ensuring that your messages rise above the din can mean life or death for your recruiting efforts. Today’s job seekers are not only savvier than ever before, but they also have higher expectations. Understanding these expectations and targeting your emails to meet them not only increases your chances of getting a response, but strengthens your brand in the process.