The success of any company relies on human talent, which is why recruiting divisions are the primary boosters pushing businesses forward, even if indirectly. Cold emailing plays a large part in any recruiting process as email remains the primary communication tool when making any business offers. On the other hand, cold emailing can turn out to be a waste of time and effort — unless, of course, recruiters make use of effective cold email techniques. Below, we will discuss the main tips, based on marketing stats, that can help recruiters craft a perfect email and offer some email templates to consider.
Components of an Effective Cold Recruiting Email
The quantity over quality approach no longer works in recruiting. Sure, it is easier to send a bunch of identical emails to many candidates, but the sad truth is — such a campaign will have little to zero reply rates. As the following graph shows, emails with advanced personalization get way higher reply rates than generic emails.
In a nutshell, advanced personalization implies addressing each recipient by name, mentioning their past projects and skills relevant for the position in question. To make sure cold emails meet high standards of the competitive talent hunting market, top recruiters advise using the AIDA model.
AIDA Model Explained
AIDA stands for awareness, interest, desire, and action. The concept is not new since it was put forward by an American advertiser back in 1898. But, since it applies to human nature, it still works.
So, the first step when crafting a cold email is to catch the recipient’s attention. The best way to do that is to create a compelling subject and an opening line (usually displayed in the email snippet).
After catching the recipient’s attention, recruiters can move on to the second component of the AIDA model — piquing the reader’s interest. This is the toughest part because it calls for plenty of personalization. Ideally, you should show the readers you have carefully gone through their social profiles and project portfolios.
The desire part emphasizes the benefits your offer has for the reader. Here, it is very important to understand the difference between active and passive candidates since these two are interested in different aspects while considering a job. For more insight, check out the following graph.
The last part — action — stands for one clear and actionable CTA. Do not make this part vague, but give the recipients very clear instructions on how and when they should get back to you if interested.
Step-by-Step Guide to Writing a Cold Recruiting Email
Using the AIDA models when creating cold recruiting emails is a great start, but there is more to an effective email marketing campaign. The following tips will add finishing touches to every message you send and will help you avoid common mistakes even the most seasoned recruiters make from time to time.
Start with proper research for better personalization.
As we already discussed, personalized emails have higher open and reply rates. Still, to make sure the message appeals to its recipient, recruiters should spend some time to really ‘get to know’ their candidates.
Work on a creative subject line and a snippet.
Catchy subject line and an intriguing email snippet (the first few lines of your message) work miracles when it comes to open rates. Of course, these two aspects alone will not boost your reply rates — not unless you mind the tips below.
Consider FOMO approach.
FOMO, standing for Fear of Missing Out, is a very effective marketing approach that can increase your reply rates and drive talented candidates to your company. Here, the trick is to be subtle and emphasize job benefits for the potential applicant.
Stay to the point and keep it brief.
No one likes long emails from a recruiter, so keeping everything short and to the point is very important, especially when dealing with passive candidates (who happen to be the most valuable assets for any company). Keep in mind that only 60% of passive candidates are open for a conversation with a recruiter (as the following graph explains). Show respect for their time and do not put them off with an unnecessarily long email.
Don’t make it about yourself or your company.
Make it about the candidate instead. Instead of dwelling on how great your company is and which benefits the company offers, try to consider why this particular candidate could be interested in a job. List job benefits based on what the applicant could appreciate.
Stick to clear and professional tone.
Even when dealing with a very specific job opening that calls for narrow skillsets, avoid jargon. Keep your tone neutral and professional. Also, make sure you structure the email for quick and easy reading.
Include only one simple and actionable CTA.
This one is very important. Your CTA cannot be something complex, but should call for one simple action — replying to your email, checking out a detailed job description, etc.
Mind the time you send an email.
When attracting passive candidates, the timeframe for sending an email matters. As the graph below shows, email is the first thing most people check out in the morning. Of course, when it comes to job offers, early morning may not be the best time. Still, it is better to send your offers before lunch break.
Be honest about your offers.
The last and probably the most important thing when crafting cold emails is to be open and honest with your candidates. Do not include any false or confusing information, and try not to confuse the reader with cliches like ‘cozy office,’ ‘competitive salary,’ ‘impressive growth opportunities,’ and the like.
Now that you understand the theory behind creating cold emails, let’s move to the practical part with effective recruiting email templates.
Recruiting Email Template Examples
Below, you will find several cold recruiting email template examples, from standard to more specific ones.
Standard Recruiting Email Template
Subject: {First name}, your {project title} caught my eye
Hey, {First Name,}
I am pretty sure you get this a lot, but your portfolio — in particular, {Project Name} — has caught my eye. Our company is now looking for a talented {job title} with experience in {project skillset}.
{Company Name} has been around since {year}, and we have already completed a series of successful projects, including {examples.}
I believe you could be a great fit for your friendly and result-dedicated team. In return, we offer flexible work hours, creative projects, and a friendly atmosphere.
You can check out our full job description here.
If you are interested or have any questions about the offer, let me know a convenient time for you to chat.
Regards,
{Name}
Head Recruiter at {company name}
As you can see, this cold recruiting email template meets all the guidelines we’ve covered above. This is the most generic personalized email template example you can find. Sometimes, however, recruiters reach out to past candidates or experts recommended by mutual connections. Let’s see how such conversations may unfold.
Connecting with Someone on Recommendation
Subject: {First Name,} {mutual connection name} recommended you
Hey, {First Name,}
Our connection at {your company name}, {mutual connection’s name}, had plenty of great things to say about your experience in {relevant project skills}. And when I took a closer look at your portfolio, I could not but notice what a great job you’ve done with {project name.}
Right now, our company is looking for result-dedicated people with a creative vibe, and given your amazing experience with {project name}, and {more project examples}, I believe you would be a great fit. Besides, you already have a familiar face on our friendly team!
For a full job description, check out this link.
Should you be interested, please let me when you are ready to discuss further details.
Hope you have a great day!
{Signature}
Reconnecting with Previous Candidates
Subject: Hey, {First Name}!
Hey, {First Name}
I hope this email finds you well. We reached out before with our opening for {job position}. The things at {your company name} are going great, but now your name has resurfaced with a new job opportunity.
Today, we are looking for {new job opening}, and your skillset matches the position perfectly. Perhaps, you could reconsider working with our team because the new offer has several important benefits you may be interested in. [Give specific examples].
If interested, I am still open for a chat between 10 am and 18 pm. Or, you could get back to me, and we will schedule the time convenient for you.
Have a great day and hope to hear from you soon!
{Signature}
Connection Based on Interests
Some companies are looking for people who have interests relevant to their business. Those could be writing or hiking enthusiasts — anyone who can relate to the company specifics and add their expertise to the already existing team. In this case, a cold recruiting email template can go like this:
Subject: {First Name}, Travel Enthusiasts Wanted
Hey, {First Name},
I am {your name}, a recruiter at {your company name}. I was actually looking for front-end developers that could share the vision behind our new travel app. When I came across your pictures of the latest trip to France, I knew right from the start, you’d be a perfect fit.
We are now looking for developers who travel a lot because their passion for travel is very important for creating a really great product for their fellow travelers. What we want to do is to create a comprehensive, all-in-one app that allows to book hotels, find tours, and guide tourists on independent trips.
Get back to me if you’re interested in the project, and we can schedule a time for a chat.
We’d be happy to have you on board!
{Signature}
Takeaway
As you can see, attracting passive candidates takes time and patience, but with a bit of effort, recruiters can find and hire the best experts for their businesses. In fact, as the following graph shows, recruiting has the highest email open and reply rate by industry.
This means that recruiters already have a head start when it comes to cold email campaigns. And, if you consider the most functional email practices, your odds of hiring the best experts for any business will grow exponentially.
Image source: pixabay.com
