How Can You Use Personalized Emails to Attract Great Candidates

Sent a seemingly perfect email to a fantastic candidate and got no response? Discovering great prospects is just the start in sourcing – the real challenge is making a connection. Since excellent prospects typically already have jobs, proactive candidate sourcing is essential. While recruiters often resort to cold email outreach to connect, effectively engaging prospects can be a challenge. 

In this blog post, Aniday will explore “How can you use personalized emails to attract great candidates for your organization?”.

The Significance of Email Personalization in Contemporary Recruitment

Inundated with generic recruitment emails daily, candidates often overlook or delete such impersonal messages. Modern applicants anticipate personalized communication throughout the application process.

Consider John, who recently updated his LinkedIn profile to reflect his interest in artificial intelligence and machine learning. A recruiter sending John a personalized email, acknowledging his machine learning passion and highlighting relevant opportunities, stands a better chance of capturing his attention. Personalized emails play a pivotal role in helping recruiters establish trust and credibility with candidates.

Proven to positively impact candidate experience, personalized emails contribute to:

• Higher candidate response rates

• Lower candidate drop-offs

• Enhanced candidate experience

• Improved offer acceptance rates

With this in mind, let's delve into best practices for email personalization and some common pitfalls to avoid.

Best Practices for Personalizing Your Email Outreach

1. Greeting Prospects with Personalized Names

In the realm of email personalization, subtle gestures can have a significant impact on communicating your company's culture and values. Your initial greeting and opening line provide prospects with insights into who you are and your intentions, making it a crucial opportunity to leave a positive impression.

A simple yet effective method is to use the prospect's preferred name. If you identify their preferred name on platforms like LinkedIn, incorporate it into your outreach. For instance, if a prospect goes by Will instead of William, addressing them by their preferred name adds a personal touch.

Additionally, employing friendly greetings like Hi/Hey/Hello [first name] contributes to a warm and approachable tone in your email outreach.

2. Highlighting Relevant Shared Interests or Commonalities

When establishing a connection with a prospect without a personal history, consider emphasizing relevant shared interests or commonalities uncovered during your research. This might involve pointing out mutual connections on LinkedIn or aligning your company's goals and initiatives with aspects that resonate with the prospect.

For example, if the prospect values internal career mobility and flexible work hours, integrating these aspects into your outreach can be particularly effective.

3. Acknowledging the Prospect’s Achievements

Take note of any pertinent skills, experiences, or achievements visible on the prospect's LinkedIn or website that could contribute to the job opportunity. Explicitly mentioning these observations in your email showcases the purpose behind your outreach, especially when their skills and background align with the role you're recruiting for. This personalized approach demonstrates your thoughtful research and consideration.

4. Highlighting the Unique Value of the Company and Role

As a recruiter, underscoring the distinctive value of both the company and the role is crucial in capturing the prospect's interest. Why should they contemplate this role and your company in comparison to other opportunities?

If the prospect holds specific values, prioritizes particular initiatives, or has defined career goals, articulate how your company and the role can fulfill those aspirations. For instance, if they value a diverse and inclusive work environment, spotlight how your company actively promotes these ideals through dedicated DE&I initiatives.

Common Mistakes in Email Personalization and How to Avoid Them

Personalizing emails is a powerful tool, but it's essential to sidestep common pitfalls to ensure your communication is both relevant and captivating for prospects. Here are four mistakes to avoid:

1. Targeting Mass Prospects Instead of the Right Ones

Finding the ideal candidate is paramount in recruiting, but a prevalent mistake is targeting the wrong prospects. Before reaching out, establish a vetted and segmented list based on the role's criteria. This upfront effort ensures you are connecting with prospects possessing the experience and skills sought for your open positions.

2. Lack of In-Depth Personalization

When tailoring your email outreach, move beyond superficial personalization like mentioning the prospect’s name, current title, and company. Your message should incorporate substantial information about the prospect, demonstrating thorough research. Prospects can discern minimal personalization, so creating a one-to-one connection by highlighting personal points is crucial.

3. Focusing on Yourself and the Company Instead of the Prospect

Overemphasizing your company and yourself, rather than the prospect, can deter engagement. This approach might come off as overly sales-oriented, as you focus on selling the job opportunity rather than understanding if it aligns with the prospect's career goals. 

Instead, express your interest in discussing the role in detail and learning about the prospect's aspirations, fostering a meaningful conversation and determining if the role is a suitable fit.

4. Sharing Too Much Information Upfront

Avoid inundating prospects with excessive information about the company and role in your initial touchpoint. Sharing too much too soon can overwhelm them as they decide their interest in the role. Keep your first email succinct, providing enough relevant information to pique their interest. This approach ensures you have additional information to share gradually, facilitating relationship-building over time.

Personalized emails are a potent tool in the competitive talent acquisition landscape. Whether through customized greetings, tailored job descriptions, or dynamic content, personalization is the linchpin for making candidates feel valued.

For the blog post, Aniday has explored "How can you use personalized emails to attract great candidates". Devoting time to craft personalized emails not only boosts your chances of attracting top talent but also cultivates a positive candidate experience, casting your organization in a favorable light. Embrace this power, and witness your recruitment efforts reaching new heights.