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Key tips for writing emails that nurture the candidate search

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In an active search for candidates, recruiters can use various strategies to attract both passive and active candidates. One of these strategies is using emails that the head of the talent search sends to those prospects that meet the profile, experience, or knowledge necessary to fill a position required in the company.

Many times a potential candidate is contacted by a company by mail, on LinkedIn, job boards, among others. But the difference is that most of these communication attempts when they do not get a response, move forward without further interaction with other contacts. On the other hand, the key to a search that nurtures candidates via email is to create a relationship with the constant communication that mutually benefits both parties, building a path that leads a candidate to participate in the selection process.

What you need to accomplish with your emails to nurture your candidate search:

Provide valuable content with relevant information:

By knowing the ideal candidate you are looking for, you can figure out the type of content that this person consumes and thus deliver it to them. With this in mind, you can also provide them with the answers to the questions they might have beforehand, which will awaken their interest and attention.

Focus on the candidate’s journey and provide relevant information for each stage:

Avoid information overload. Create a series of emails with relevant information specific to each stage in the process. Give your potential candidates a chance to assimilate each piece of information you give them.

Do not overextend yourself and keep your emails short, clear, and emotional:

Keep this communication close and clear; this is not the time for fancy language, jokes, or writing lengthy emails that are more like newsletters. According to Hubspot data, the optimal number of words in an email is between 50 and 125; emails of this length have the best response rate. And always provide closure to the message, and end with a question, whether you are asking for more time, information, or an answer; this will give an opening to continue the communication.

Keep an eye on and track the performance of your mailings:

Always keep track of the emails sent, whether you are sending a few or in high volume. Especially in the first stage when trying to capture the candidate’s attention. Some metrics you can track are: Percentage of emails opened and the percentage of clicks on the content you have sent.

It is not that complicated, but you need a plan and a strategy to follow, and you will begin to notice the results. To finish, we can give you these three tips to keep in mind:

  • Always give relevant, timely, and applicable information to your specific case.
  • Create valuable content that creates and maintains interest, not just job descriptions.
  • Keep your objective clear and create calls to action accordingly.