Candidate management is starting to look a lot like digital marketing. Greg Savage said it, so it must be true. Once you've located a prospective hire, the next step is to reach out and get their data into your applicant tracking system. Email is one of the most effective channels for this step, especially when a more personal touch is necessary. How do your emails measure up? Here's another page recruiters can take from the digital marketing handbook: tips for writing more engaging email.
Striking subject line
A lot rides on the subject line of an email, as anyone in the email marketing world could tell you. According to Convince and Convert, and email service provider, 35 percent of email recipients decide whether to open an email just based on the subject line. Almost 70 percent will also report a message as spam purely based on the subject line. All in all, it's a vital component of the message. However, a recruiting email is a whole other ballgame. You don't want to appear promotional. Your message needs to be personal and relevant to the reader's interests, according to Recruiter.com. This could mean using a firm name and regional reference so the message really feels like it was meant for the recipient.
Don't forget a pre-header
Here's a hot tip that even some marketers fail to get right: Take advantage of the pre-header text. In most inboxes, this text will show up as a preview on the inbox screen. Next to the subject line, it's one of the most important parts of an email. Too many messages still use this space for something like, "email not displaying correctly?" or "click to view in browser." Instead, use this space as an extension of your subject line as a way to communicate with the recipient.
Yes, you want your message to be personal, but you also want to reflect its source. If potential recruits don't get an idea of the brand you represent, your message won't make a lasting impression on them. It might even seem illegitimate or spammy. Use the header space of the message for branded imagery that catches the eye.
Call to action
Marketers always consider the desired outcome of their messages and include a CTA that drives readers to do something. What is the action you want readers to take? Visit your recruiting website, or maybe even begin an application? Make sure the desired outcome is clear, whether you use a colorful button or a hyperlink at the bottom of the message.
Not everyone is the biggest fan of email. Some people would rather follow you on Twitter, LinkedIn, or even Facebook. Take the opportunity to point out other ways potential recruits can keep track of open positions, for instance, through social recruiting channels.
Use the right tools
Most marketers now rely on automation to take care of the email process. With hundreds of messages to send each day, it doesn't make sense to accomplish it any other way. Recruiters can do the same. This also allows you to be more strategic. For instance, it's easier to implement personalization and segmentation, which make messages more relevant to readers and more likely to be opened. Automation tools also let you create transactional emails, for instance, if a job seeker requests a download on your career site.
Email is an effective tool for recruiters, but learning some tips from marketing pros can make messages even better.
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