Project Description

The Law of Attraction: Leveraging Marketing Strategies to Supercharge Talent Acquisition
Part Three: Email Marketing & Talent Acquisition


By Eric Dyson

trend writer

Email marketing has been around for decades as an effective means of prospect engagement. However, that doesn’t mean that you can just throw together an email, send it out and expect great results. Nowadays, prospects are savvy about techniques deployed by marketers and may become annoyed or tune out marketing messaging that’s done incorrectly.

However, when recruitment marketing email campaigns are successful, recruiters can engage candidates at the right cadence. According to a DataBox survey, 33.3% of marketers said they sent weekly emails, while 26.7% sent monthly emails. In this case, recruiters can leverage the expertise of their marketing teams regarding send times, email schedules and other data points to ensure that content is optimally delivered. Plus, well-cadenced and timely emails ensure that your employer brand is in front of prospects at the right time, making your employer brand more memorable to prospects looking to shift careers.

Furthermore, email marketing can be an effective strategy for distributing your marketing content to candidates, as well as building additional trust in your employer brand. Notably, 77% of consumers preferred email marketing over other methods of permission-based advertising. And, email marketing often produces results because the audience has opted in to receive marketing materials and wants to hear from you. (Plus, they can choose to opt out at any time.)

So, in this article, we’ll cover the different types of emails that you can use to interact with candidates; how you can use your content marketing collateral to boost the influence of your emails; and how to craft effective messages.

Types of Emails

Email Newsletters

Marketing teams often send email newsletters to prospective and current clients to update recipients on company news, content, products, and other company updates. Similarly, talent acquisition teams should also consider creating newsletters to keep candidates warm.

Specifically, your newsletter could share thought leadership pieces from your organization, webinars, job events and more. You can also use email newsletters to share the content marketing pieces you’ve created for your careers site. Or, link to articles on your careers blog or a video interview you’ve posted with a current employee. Periodical newsletters and other helpful content will also keep your employer brand top of mind and increase the likelihood of your talent community recommending you to a member of their network.

Application Invitation Email

The first time many candidates hear from an organization is when a recruiter or sourcer reaches out inviting them to apply for a specific role. These types of emails are common, and your recruiters likely already send them frequently. However, they can be made more effective.

For example, the goal of your email copy should be to gain a prospective candidate’s attention in the first sentence. Therefore, crafting an engaging, but brief introductory sentence or two helps the reader understand who you are and why you’re reaching out.

Typical recruitment emails often begin with an introduction of the recruiter, such as: “Hi, I’m a recruiter with {employer}. We have an open position you may be interested in.”

Instead, consider opening with: “Hi {Name of Candidate}, My name is {Your Name} and I noticed that your experience in X could make you a great fit for Y role at Z company. Would you be interested in setting up a time to discuss Y role and Z company?”

In the first approach, notice how the company puts itself ahead of the candidate. Alternatively, in a more personalized approach, the employer places the prospect at the heart of every communication.

Interview Invitation Email

If a candidate makes it further along in the recruitment funnel, you’ll likely send them an email inviting them to interview. And, when inviting a candidate to interview, it’s crucial that the following are included in your email:

  • Where the interview will be
  • The agenda of the interview
  • Who will be involved in the interview

Providing all of this information upfront will help everyone be better prepared, more productive and better focused on what matters during the interview. Below, we’ve outlined how to structure your interview invitation email:

  • 1st paragraph: Quickly explain who you are and why you’re emailing the candidate so they know they’re being invited to interview, not apply.
  • 2nd paragraph: Here, provide a date that’s best for your team or give a few options for the candidate to choose from.
  • Third paragraph: Offer a clear agenda to keep the candidate on track. This will also give the candidate a better idea of what to expect and help them prepare.
  • Fourth paragraph: Provide the location of where your interview will take place, including how to get there and who to ask for when they arrive. Or, if the interview will not be in-person, share instructions on how to interview virtually.

Offer Emails

Top candidates are often sent offers quickly after interviewing, so it’s important to reach out fast. The moment your talent acquisition team is ready to make an offer, be sure to include the following in your offer email.

First paragraph: Include a brief greeting and review of the interview you had with them.

Second paragraph: Get right to the point and congratulate them on the offer. Double-check everything and make sure that you’re presenting the offer in the best way possible in terms of candidate expectation, salary, benefits and work location. Many times, this information is the deciding factor as to whether the candidate accepts the offer.

Call to action: Remind the candidate that they need to take action, outlining when and how to take it. Also, include contact information in case the candidate has questions about the offer. Finally, to end this email with a persuasive punch, include a line about the candidate’s future with your organization.

Best Practices for Crafting Emails

Subject Lines

Subject lines are arguably the most important component of an email as 64% of email recipients decide to open emails based on subject lines. Therefore, while much of your focus may be on creating the copy and imagery of your email, you should also take time to write a great subject line.

More precisely, a great subject line is short, descriptive and provides a call to action (CTA). Unfortunately, many recruiting emails are written without mobile users in mind. But, with 41% of emails opened on mobile devices, it’s crucial to keep your writing concise because most mobile devices are only capable of displaying five or six words of a subject line. Also, consider a little personalization in your subject lines. Personalized subject lines in email increase unique open rates by up to 27%, leading to an 11% higher click-to-open rate overall. Consider this option:

In this example, the sender has personalized the email by referencing a career milestone, while simultaneously inviting the recipient to have a low-pressure conversation. This approach appeals to the candidate’s experience and offers the promise of a career opportunity where future growth is possible.

Body Copy

While you may be tempted to share a lot of information in your cold recruiting emails, recipients might not have time for all of it. Conversely, a study by Boomerang found that emails with 75 to 100 words had the highest response rate; so, write short, descriptive and action-driven copy and provide only the essential information that’s relevant to your candidates. Additionally, avoid buzzwords or jargon so that your offer clearly stands out.

The labor market will likely remain highly competitive for the foreseeable future, with employers battling it out for candidates’ attention. And now, more than ever, candidates understand what they want from work and are trying to find an environment where they’ll belong and grow. So, to attract talent, it’s essential to show candidates that you’re offering more than just a job—and that begins with recruitment marketing that showcases the value you provide to candidates.

Remember, the goal of talent acquisition marketing is no longer to just post a job offer and wait for applicants; it’s about fostering a community, enriching its members, and helping to nurture and encourage them to consider a career with your organization.

Related Articles

Read additional articles in the Q3 2022 issue of PeopleScout NEXT that focus on New: Leveraging Marketing Strategies to Supercharge Talent Acquisition.