How to Target Talent Efficiently with Customized Email
By: John Rossheim
Whether or not high-demand professionals are actively job searching, they're reachable in many ways, including email — if you can cut through inbox clutter.
Companies that create a custom recruiting campaign with a sequence of targeted emails are gaining an edge in the ever escalating competition to recruit top talent. Here’s how to target talent as part of your staffing outreach:
As talent gets tighter, technology matters more. The more robust economy of the mid-2010s has added a degree of difficulty to the numbers game that recruiters must play.
“We’re now in a market where it feels like there are lots fewer qualified candidates than open positions,” says Andy Fercu, Product Manager, Monster Talent CRM. Part of the solution is technology that eases the matching process for both talent and recruiters.
For recruiting efficiency, targeted email campaigns. Email remains a powerful tool for push communications to qualified candidates, most of whom already have good jobs. "Email recruitment campaigns are the fastest way to get the message from one to many," says Darren McDougal, managing director at Next Level Marketing Communications, which specializes in the recruitment industry.
"We see multiple purposes for our email campaigns, including recruitment branding, attracting candidates and helping employers win over the best and brightest."
Tools should analyze both qualifications and candidate interest. To reach likely candidates efficiently, email recruiting solutions must integrate capabilities.
"There are tools that help recruiters find people who are qualified, and there are tools to gather those who are interested, but not much to accomplish both, which is what Monster Talent CRM aims to do," says Fercu.
The craft of the click-worthy pitch. The wording of a recruiting message matters as much as the technology that conveys it.
“With a tool to report click rates, you can find out how a particular message is resonating with candidates,” says Fercu. “The industry average is a 2 or 3 percent click rate, but recruiters with the best subject lines and messages reach 25 percent. Knowing how to write a successful email campaign make a huge difference."
Customized follow-up keeps candidates on the hook. As inbox clutter only worsens, well-timed, helpful follow-up emails become even more important.
"You can create a campaign in five minutes and the system goes out and does the rest," says Fercu. "It messages people and can add more people to the distribution list each day. Then you can indicate your preferences for follow-ups cued to whether a person has shown interest or not. Once you’ve created the campaign, a candidate can reply to the message, or call, or click a link to apply for the job.”
Sustained, intelligent candidate contact. With drip marketing, it's important to use advanced techniques such as logic, branching and business intelligence to maximize the effectiveness of a campaign, according to McDougal.
"We look at how many people open the message and who actually applies for the job. We do heat mapping for where in the country the message is the most effective, and we do lead scoring."
Email data enables recruiters to prioritize. A sophisticated email campaign also helps recruiters organize their workflow more efficiently. "We track page clicks per user, so recruiters can prioritize the people who have looked at the most pages on a career site," says McDougal.
Having prioritized and automated upstream prospecting, recruiters find more time for one-to-one time with hot candidates, whether it's by engaging them in phone interviews or face to face interviews.
Email campaigns can keep drive lots of traffic with little effort. One-to-many communications are also an effective means of keeping the talent pipeline well-populated.
“It's a great idea to use a campaign as a gateway for candidates to go over to the application tracking system and learn more," says Paul MacGillivray, a client trainer at Monster. "Custom email campaigns are good for driving candidates to a company's career site and for building your pipeline, say by driving talent to your company's talent communities."
Yes, email still matters. In this age of 24/7 texting and social media, some recruiters might wonder whether email still has the power to capture candidates, especially Millennials. Fear not; an email can still carry weight if it is well-aimed, well-timed and well-crafted.
"Email is at least as important as it was five years ago," says McDougal.
"Email is still important professionally, even to the youngest workers," says Fercu. "Our own interns told us that it's creepy to receive a text from an unknown recruiter."
Proactively connect with top talent via direct messaging with Monster Talent CRM