Email marketing is revolutionary in recruitment campaigns.
If you run in-house recruitment, email marketing, either through your Applicant Tracking System (ATS) or email list software, can make your job easier and more effective. You can reach the right candidates, keep your talent pool engaged, and encourage referrals, all while saving money.
Today we’ll unpack:
- How to implement email marketing in your recruitment campaigns
- Starting an email list or newsletter
- The benefits of engaging with candidates you already know
Let’s dig in and see how, when used effectively, email marketing can totally transform your recruitment campaigns.
Benefits of Using Email Functions within ATS and beyond
In-house recruiters can massively benefit from the email marketing features built into their Applicant Tracking Systems (ATS). These tools allow you to streamline your comms with candidates and run targeted recruitment campaigns.
One of the key advantages is the ability to segment your candidate database. Most ATS offer a CV search function, which lets you filter candidates based on specific criteria, for example, skills, qualifications, or experience. This means you can send tailored email campaigns to candidates who match your needs. I.e., if you’re looking for an Accountant with Xero experience, you can easily create an email campaign targeting only those candidates. This targeted approach ensures that your messages are relevant and more likely to elicit a response.
You can also use your ATS to send broader communications. You can send a general email to all candidates in your database to encourage referrals. Since these candidates have already expressed interest in your company, they’re more likely to refer others who might be a good fit. This can be a cost-effective way to source new talent without relying on recruitment agencies (sorry not sorry).
However, if you are looking to up your game and have more features available (see the open rates, have nicely designed emails, include buttons, etc) then I suggest investing in an email list software and I talk about this in the next section.
But regardless of HOW you decide to engage your existing candidates, fully leveraging the email marketing in your campaigns you can make your recruitment process more efficient, engage candidates more effectively, and reduce your reliance on outsourcing.
Starting an Email List/Newsletter for Candidate Engagement
Creating an email list or newsletter is a great way to keep candidates engaged and informed about your company’s opportunities and culture.
Here’s how you can get started:
First, choose an email service provider. There are many options available, such as Mailchimp, HubSpot, or Flodesk which offer user-friendly interfaces and various features to help you manage your email campaigns. But I suggest you first speak to your marketing dept, as chances are your organisation already uses one for client engagement.
Next, build your email list. You can start by importing candidate data from your ATS. Make sure to include candidates who have given their consent to receive communications from you. To GDPR-proof it even further, you can set up a double confirmation i.e. they’ll have to confirm again that they’re happy to be added to your list.
You can also grow your list by adding signup forms to your career page, social media channels, and job postings. Offering something of value, like a career guide or industry insights, can encourage candidates to subscribe.
Once your list is set up, decide on the content for your newsletter. Focus on creating valuable and engaging content that keeps your audience interested. This could include company news, industry updates, employee stories, and career advice. Make sure your emails are visually appealing and easy to read, with clear calls to action.
To maintain engagement, send emails regularly but not too frequently. A monthly or bi-weekly newsletter is often a good balance. Consistency helps keep your company top of mind without overwhelming your subscribers.
When you have an active recruitment campaign, I suggest a full sales-based strategy to encourage applications and referrals. During campaigns, I would always recommend more frequent emails, targeting specific candidates (see my previous blog on advertising and the importance of candidate persona).
Lastly, measure your success. Use the analytics tools provided by your email service provider to track open rates, click-through rates, and other key metrics. This data will help you understand what content resonates with your audience and how you can improve your future campaigns.
By setting up and maintaining an email list or newsletter, you can build a strong connection with your candidates, keep them engaged, and ensure they think of your company first when considering new job opportunities.
Engaging with Existing Candidates as Warm Leads
Your existing candidate database is full of warm leads just waiting to be tapped into. Engaging with these candidates can be more effective and cost-efficient than starting from scratch.
These candidates have already shown interest in your company. They’ve taken the time to apply, and many may still be interested in new opportunities. Regularly updating them with relevant job openings keeps your company on their radar. If you’re using your ATS, you can identify candidates who closely match new job requirements and reach out with personalised, sale-optimised emails. If you start an email list outside of your ATS, your targeting will need to be very clear in your messaging.
Next, leverage your existing candidates for referrals. People in similar fields often network with one another, so your current candidates likely know other professionals who would be a great fit for your roles. By encouraging your existing candidates to refer their friends and colleagues, you can expand your talent pool without incurring the high costs associated with recruitment agencies. Send out emails highlighting referral incentives (if you offer them) and how easy it is for them to share job opportunities. But don’t worry if the incentive isn’t something that you offer, as chances are if candidates had a good experience with you, they are still likely to refer others to you.
Your existing candidates are a valuable resource. By strategically engaging them you can maximise their potential, reduce hiring costs, and build a stronger candidate pipeline.
To make the most of email marketing in your recruitment efforts, follow these best practices:
- Catchy subject lines
Your subject line is the first thing candidates see, and it can make or break your email’s open rate. Keep it concise, engaging, and relevant. Personalise it when possible by including the candidate’s name or a specific job role they might be interested in.
- Personalise Your Emails
Personalisation goes beyond using the candidate’s name. Tailor the content based on the candidate’s skills, interests, and previous interactions with your company. This shows candidates that you value them as individuals and increases the likelihood of a positive response.
- Use stories
Stories in copywriting go a long way – people resonate with stories, they remember stories and they act on stories. Use staff testimonials, case studies, etc to make your emails more interactive and engaging.
- Include a Clear Call to Action (CTA)
Every email should have a clear CTA. Whether it’s to apply for a job, refer a friend, or sign up for a newsletter, make sure it’s easy for the candidate to take the desired next action. Use buttons and links to make your CTAs stand out.
- Optimise for Mobile
Many candidates will open your emails on their mobile phones. Ensure your emails are mobile-friendly by using a responsive design. This means your email will look great on any device, from smartphones to desktops. Also, avoid bulky paragraphs.
- Test and Optimise
Regularly test different elements of your emails, such as subject lines, content, CTAs, and send times. A/B testing can help you determine what works best for your audience. Use the analytics tools provided by your email service provider to track performance and make data-driven changes and tweaks.
- Comply with Legal Requirements
Ensure your email marketing complies with legal requirements such as GDPR. This includes obtaining consent from candidates, providing an easy way to unsubscribe, and including your company’s contact information in every email.
TL;DR
Running marketing emails alongside your recruitment campaigns can be a powerful tool to increase your chances of filling the role in-house. Email list is considered the #1 marketing tool and you’d be missing out, not to mention paying out, if you’re not to use this smart addition in your campaigns.
Make sure you use a sales-driven strategy when running a campaign and also keep your candidates engaged and informed outside of campaigns as well. This builds trust, authority and your employer brand.
Don’t forget to comply with GDPR rules (or equivalent) as well as display your company address and details on how to unsubscribe.
For more information on recruitment email marketing or assistance putting the email campaign together, contact me on 07837757533 or via email at tanya@tgolovina.com
Bring your recruitment back in-house!