Hey Reader!
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Now on to this week's TL;DL:
​Vanessa Raath has over 17 years of experience in the Recruitment industry. She specializes in training recruiters and sourcers worldwide on how to find the best talent more effectively and efficiently than their competitors. In the latest episode of Throw Out The Playbook, I spoke to her about Email Campaigns for candidates.
In this 647 word TL;DL, Vanessa shares:
- How to write emails that help build trust and connect with candidates on a personal level
- The types of emails that are the most effective for engaging candidates
- How to personalize your emails, even when using a template…
And more…
Enjoy!
Why do you think email campaigns are still a relevant and powerful way to source talent?
I believe email campaigns are essential because they allow for a multi-pronged approach to recruiting. It's about finding the people, obtaining their contact details, and then crafting thoughtful outreach. Thinking like marketers, we should spread information across multiple emails rather than bombarding candidates with one long email. This drip-feeding strategy is far more effective.
How can recruiters craft emails that go beyond just the job description and actually connect with candidates on a personal level?
To connect personally, I always Google candidates to find more information beyond their LinkedIn profile. Mentioning specific details about their work, community involvement, or shared interests shows you've done your homework. I advocate for a 50% template, where half the email contains standard job and company information, and the other half is personalized to the candidate, making them feel valued and understood.
What types of content have you found are the most effective in engaging candidates through email?
Authentic content works best. It's crucial to be honest and relatable in your emails. For example, don't pretend to share interests you don't have. Personal stories or relevant, truthful details about the company and the role can resonate well. Humor and memes can also be effective, especially in follow-up emails, to keep the engagement light and fun.
What are some creative ways to personalize your email outreach so that you can stand out in a crowded inbox?
Creative personalization starts with a compelling subject line that includes the candidate's name or asks a question. Using color, bullet points, emojis, and varied fonts can make your email visually appealing. Including a personal touch, like referencing mutual interests or industry-specific insights, can also make your outreach stand out. Short, engaging emails generally perform better.
What are some common mistakes that recruiters and TA folks make when it comes to email outreach?
Common mistakes include showing desperation by bombarding candidates with messages across multiple channels simultaneously, misspelling names, and using AI-generated content that lacks a personal touch. It's essential to space out your communication and ensure your outreach feels authentic and personalized.
How do you leverage data and metrics to refine and improve email campaign performance?
I use tools like SourceWhale to track and measure email campaign performance. Metrics such as open rates and response rates help determine what's working. A/B testing subject lines and analyzing the most effective times and days to send emails are also crucial. This data-driven approach ensures continuous improvement in my campaigns.
Are there any other metrics that you look at when it comes to emails?
Besides open and response rates, I look at which specific emails in a campaign are getting responses. This helps me adjust the order or content of my emails. I also consider the most popular times and days for email opens. For Gmail addresses, sending emails on weekends can be effective since many people check their personal email during this time.
How can TA folks use email to build genuine relationships with potential candidates, even if they're not the right fit today?
Honesty is key. If a candidate isn't a fit now, they might be in the future. I encourage adding them to your LinkedIn network and sending regular updates or newsletters. Building a community through platforms like Circle or Heartbeat is more effective than letting candidates sit in an ATS. Continuous engagement helps keep your network warm.
What advice would you give to recruiters and talent sources who are looking to start using email campaigns?
My advice is to prepare your email campaign upfront. Meet with clients, gather all necessary information, and create a 50% template before you start sourcing. This preparation allows you to stay streamlined and efficient. Using tools like OneNote to organize and store your email templates can save time and ensure consistency across campaigns.
Listen to the full episode: #13: Don't get Ghosted: Email Campaigns That Candidates Can't Ignore - with Vanessa Raath​
​Watch on YouTube​
Talk to you next week!
