3 Email Marketing Strategies for Recruitment Success

April 19th, 2019 :hrtechnologist

Email is the preferred medium for communication for professionals across the world. In fact, by some estimates, over half of the global population are active email users, making it an ideal audience for recruitment email marketers. By using recruitment email marketing, you can engage with new candidates, follow up on the existing talent pool, and ensure hiring rates meet business requirements.

What is Recruitment Email Marketing?

Taken from the marketing playbook, this technique has proved extremely beneficial for recruiters. Essentially, it refers to how you position your ‘product’ (in this case, the employer brand or a particular job’s value proposition), develop relationships with new/existing applicants, and inspire action. This action could be a simple click which redirects to your career page or even submissions of resumes/other documents through the email client.

For HR teams, recruitment email marketing is invaluable when trying to build a robust candidate pipeline.

3 Types of Recruitment Email Marketing Campaigns

When sending emails, recruiters should categorize content into one of the following three types:

Cold emails - Recruiters can use this type of content to reach candidates who were previously unaware of their brand/latency. These emails need to be carefully articulated, as this is the first point-of-contact, leaving an indelible impression.Follow-Ups - At regular intervals, it is important to touch base with potential candidates especially the ones who have shown interest by clicking on past emails. Candidates rejected for a particular role could also be included, keeping them engaged for future needs.Cross-selling - Again, this is an idea borrowed from marketing – A candidate may not be aligned to the particular role you’re looking for, but could have their skillsets your organization might find useful. Here, recruiters could establish a line of communication, educating the candidate about possible opportunities.

Tips for Outlining a Recruitment Email Marketing Plan

A major risk for any email marketing campaign is low click-through rates. To avoid candidates sending your emails to the spam box or just skimming over the content without taking any action, it is necessary to keep these tips in mind:

Ensure the subject line is relevant and impactful

One of the main reasons why recipients ignore marketing emails (even candidates who are actively looking for a job) is weak subject lines. If this content resembles spam in any way, the entire campaign is nipped in the bud, leading to effort waste. HubSpot even has an exhaustive list of “spam triggers” which should be avoided by any recruitment email marketing professional. Generally, it is recommended to make the subject line interesting, actionable, and directly speaking to the candidate.

Personalize emails and double check the results

In this competitive hiring climate, candidates want to feel valued by an organization and recruiters must bring this personal touch even when sending emails in bulk. Fortunately, the personalization feature available in most recruitment email marketing platforms makes this very simple. Remember to check the final results in a preview format before sending out the campaign – without this step, any issues in implementation will prevent the desired outcomes and candidates will only see a placeholder instead of their names.

Think strategically before outlining your messaging

While marketing automation has made email marketing far easier, there’s more to it than just technology. On one hand, your email shouldn’t look like the standard advertorial, urging candidates to buy a product. On the other hand, a plain text format means that the reader could soon lose interest and not initiate an action. That’s why recruiters must be brief, include multiple actionable for various candidate scenarios, and most importantly, avoid focusing only on the brand’s value proposition without considering what the candidate could bring to the table.

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