Yes, you’re right. Cold e-mailing potential candidates is tedious. Especially since when you know exactly what YOU would do with same the email you’re sending.
Three words: move to junk.
It’s a lot of work too for something which is going to be readily dismissed. Sitting in front of a computer screen, writing e-mail after e-mail hoping one of them will stick with someone.
Tedious yes, but also when utilized well, very effective at boosting your recruitment.
Keep reading, and learn how to create a cold email template to catch the eye of more candidates and keep them engaged.
Relationship is Key
Humans are relational beings. We crave connection and seek it out with every action. As Brene Brown so articulately explains, “Connection is why we’re here; it is what gives purpose and meaning to our lives.”
Before you begin to craft your cold email template (or have any interaction with the candidate at all), have the long-term in mind. Make building a relationship your goal rather than recruiting someone for a job.
So, people want a connection? I say give the people what they want.
Here are a few simple ways to build relationships with your interactions.
Personalize the Cold Email Template
This one is basic but crucial and can be as simple as adding their name in where appropriate.
The best email template will find a way to make the body of the piece personal rather than simply inserting each candidate’s name into the opening.
Think about for yourself; when you feel personally signaled out, responding becomes a more attractive proposition. This includes in the subject line. Emails with a personalized subject line are far more likely to be opened than one which isn’t.
Whatever you create, cater it in some way to your target audience.
Make it About Them
People spend 60% of their time talking about themselves, with that figure jumping to 80% when it’s social media. Take advantage of the topic and join in on the conversation.
Tell your candidate what you like about them and why they have been singled out for further communication. Pick one or two things you noticed and focus on them. Don’t be too detailed, unless you want to come across as a creepy stalker. Keep it professional, but pointed in your compliments.
Don’t know much about the candidate? Check out their Linkedin profile for a recent promotion, or perform a Google search to find out about their most recent happenings.
Focus the rest of your email on what you will be able to do for them and how you can help move their career forward in a direction they want it to go. The only way you should talk about yourself is how you can be utilized as a tool to help build their career.
The less you talk about you and the more you talk about them, the better.
Find a Strange Shared Interest
As you’re looking into the candidate, find something you have in common and mention it in your cold email template. The more obscure the commonality the better.
Pointing out a commonality is a great way to build trust and relationship. The thought process behind this is, the more similar you are, the more familiar you will feel to the candidate, and the more trustworthy you seem.
A candidate is far more likely to interact with you if you invite them to an interaction!
Ask them relevant questions and get a conversation started.
Move the Relationship Forward
Face to face interaction is still considered by business professionals as the most effective way of getting the job done. It provides nuance in facial expressions and body language which are missing in written interactions. Shared time with a person builds trust and relationship in a way writing to someone cannot.
Shared time with a person builds trust and relationship in a way writing to someone cannot.
If your goal is to build a relationship with your candidate, then you should push for face to face interaction. Obviously, you won’t be able to sit down over a coffee with everyone, but you should ask for a screen call.
Talking face to face is going to build trust and move your relationship forward. Don’t be afraid to make this crucial step.
Have Some Follow-Up in Place
Not everyone is going to respond to your first cold email template you send out. In fact, the vast majority of people won’t.
However, the more you send follow-up e-mails (or find a service which does this for you), the higher your chances are of getting a response. Be persistent in building your relationships, and eventually, you will see the fruit.
Create Your Own, Unique Voice
When you think of Steve Jobs and his products at Apple, what comes to mind? How about something clean, beautiful, minimalistic? His personal style of sleek and accessible tech make his products stand out above the others as distinct.
He was able to put his own unique voice into his brand. You should do the same.
Ask yourself a couple of important questions:
- Who are you?
- What makes you unique?
- Why should candidates turn to you for help?
Once you have the answers to these questions, find creative ways to make who you are, and what you have to offer, apparent. Here are a few guidelines to follow to help make this more clear.
Be Genuine and Personable
Have you ever sat and listened to someone and thought they were trying too hard? Don’t be that person.
Don’t sound like a robot when you create your cold email template; insert flourishes which are uniquely you and reveal your personality. The more you are able to do this well, the more the candidate will feel like they can trust you. The more trust that is there, the more easily it could lead to doing business with you.
However, don’t be informal to the point of being lazy or disrespectful. Put your best foot forward, but do so in an approachable manner.
Explain Your Brand Everywhere
Relationships are a two-way street! Your candidates need to understand who you are just as much as the other way around. A cold email template isn’t enough space to encompass everything about you or your unique brand.
The solution? Create. Content. EVERYWHERE.
Post blogs, get a Snapchat account, shoot some pics and post them on Instagram. Find out which social media outlets are most used by your candidates, and make yourself known there.
Remember, with each post or picture you are telling the story of your brand. Having a clear vision will help you to not send conflicting messages about who you are.
Know your brand and use every vehicle at your disposal to share that vision.
Establish Yourself as an Authority
Which doctor would you be more comfortable performing brain surgery on you? The young guy straight out of med school? On the seasoned vet who has been a pioneer in her field?
No one is going to say the recent graduate. Why? Because we trust that with experience comes more knowledge and greater
Why? Because we trust experience comes with more knowledge and greater skill. Find a way in your cold email template to establish yourself as an experienced authority.
Your candidate needs to understand you are able to take their work experience and interpret it in such a way to help them find the job which will be perfect for them.
Send It When It’ll Get the Most Traffic
It’s easy to overlook an email.
It’s harder to when you get an email while you’re checking it. Find out the most popular time for your candidates to check their email and send out your cold email template at that exact time.
Don’t know when that is? Find an expert to gather the information for you and reap the benefits.
Don’t Get Lost in the Shuffle
There’s a lot of noise in the marketplace these days, and it’s easy to feel like one more voice. Find what makes you unique, build your brand around it, and create and maintain genuine connections with your candidates.
Do these things and you can’t help but stand out because there’s only one version of you.
Don’t know where to start? Why not reach out to an expert? There are services out there which can make the process of cold email templates painless. They provide features such as, an automatic follow-up to candidates, the ability to schedule out when your emails will be sent, as well as tracking on who is opening your email and when.
Make yourself known, and be yourself.