Carefully-crafted, impactful recruitment emails are like the earworms of the music industry: you might not even like the tune, but either way, you can’t get it out of your head. With only 15 seconds to catch the eye of your hopeful candidate, learn from real examples on how you can make your recruitment email hit all of the right notes.

We’ve all seen examples of the canned drivel that gets caught in spam mail. You know the sort. They usually include clangers such as obviously generic templates, unspecified clients, and pleas for CVs, resumes and referrals; not to mention the unrelenting usage of the word ‘rockstar’.

Four Steps to Perfecting the Recruitment Email

The perfect recruitment email is attainable and works when handled with tender loving care. Here are four steps you can take to make sure your email passes the blink test.

An Uncanny Subject Line

The subject line is your opening gambit; your first line of attack; your hook. Without a compelling subject line, your email doesn’t stand a chance against the delete command. And, the proof is in the pudding on this one. Emails that used personalization in the subject line experience a 17.36% higher average click-through rate, or the action a user takes when they actively click on a link within your email. 

Don’t squander it with a canned or unremarkable subject line. The ideal subject line is one which is personalised and recognisably relevant to the intended recipient. Flattery is your best plan on attack. Using personalization, wherever possible, makes the mail recipient feel like this email was intended only for them.

For example, if using an email platform than has personalization tokens, like HubSpot, your subject line could read, “Recommendation for {contact.first.name}.” If you don’t have the ability to personalize your email to every recipient, try using something that will resonate with them; such as industry or job responsibility.

The bottom line when it comes to subject lines? Be different, be interesting, and above all else: be personal.

Get Straight to the Point

Now that you’ve got your subject line just right, it’s time to tell them precisely why you’re getting in touch with them. Your email body copy should relate back to your subject line. For example, you could try something like this:  

Subject line: Saw your post on LinkedIn

Hi {contact.first.name},

I hope this finds you well? I recently read your article on LinkedIn and I couldn’t agree more with the points you made about the evolving nature of digital marketing jobs. I’ve since looked up some more of your online articles around marketing. I am suitably impressed with your writing (I particularly enjoyed your recent piece on the use of Snapchat in business). Would you be interested in taking those skills to a new job?

Simple, right? No canned email or spammy message here.  You’ve flattered the candidate and shown an authentic interest in what they do. And you’ve wasted no time in getting to the point (quickly!). By doing so, you’ve warmed the candidate up to your objective before even revealing any details.

Jab, Jab, Right Hook 

When you think about it, recruiting is kind of like marketing. It’s about telling (and selling) a great story. As such, many of the principles from the social media marketing book, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, apply to the notion of effectively breaking through the recruitment noise. After you’ve hit them with the jab, jab, or a great subject line and compelling introduction, now it’s time for the right hook.

Tell them the job you have in mind, the client you’re working with and what they can offer. Now is not the time to be vague, or fall into the trap of overselling.

Here an example:

“I have a job opening for a Content and Communications Manager, which I think would be a fantastic fit for you. I’ve checked out your LinkedIn profile and your experience is a great match but, as I mentioned, it’s your content creation which really makes you stand out for the role.

To give you a (very) brief overview, the job is with Social Bubble, a rapidly growing digital marketing company based in London which is especially renowned for clever content marketing. They’re looking for someone who can make an impact with their writing, which is why I thought of you after reading your work.”

With something like this, you haven’t overegged the pudding. Yes, you’ve flattered the candidate, but you’ve done it quickly and lightly. You’ve given the candidate all the key details they need at this stage, and you’ve done it without sounding like a desperate, pushy salesperson.

Time for a Mic Drop

The final thing left to do is close your email with panache. End your email on a high, reminding candidates that they’d be great for the role, and encouraging them to get in touch with you.

You can use something short and sweet like this:

“I think you could really hit the ground running as Social Bubble’s Content and Communications Manager – I look forward to hearing your thoughts!”

Mic drop.  That’s it – now walk away.

With a light approach and tailored touch, you’ve just crafted the perfect recruitment email. Stand back and watch your craftsmanship at work.