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  • August 31, 2015

4 Rules of Dating Applied to Your Email Recruiting Campaign

Ramona Costea
Digital Marketing Specialist


Recruiting talent is just like a game of dating. You do your best to woo your candidate and pique their interest up to the point they are willing to get involved in a new relationship and reach full commitment. It’s all a great mix of good looks, fast attraction and savvy communication. Next time you are crafting recruiting emails for attracting new hires remember these 4 rules of dating.

RULE #1 - Get Noticed With An Original Pick-Up Line

This
is your ice breaker – the spark of engagement. Translating into email marketing
best practices, you need to impress your hires with a magnetic subject line.
Prior to creating a dialogue you want them to open your email.

How do
you achieve that? Be direct, clear,
exciting and personal
. Avoid overhyped subject lines that mislead the
recipient into opening your email. You’ll only end up losing their trust.
Secondly, instead of sending generic emails to all your candidate database, try
segmentation. This marketing tool
will help you send emails only to selected recipients – candidates that match
your job offer and that are more likely to be interested in what you have to communicate.

By
doing so, you show genuine interest and you’ve got their full attention.

To Do:

  • Clearly
    state your name
  • Include a
    call-to-action
  • Reference
    job location
  • Convey a
    sense of urgency

RULE #2 - Count On Visual Attraction

Now that you’ve lured your
candidates into further conversation, they’ll wish to get to know you better. No
matter how smart or promising you are, don’t forget for a second about visual
attraction. The phycology of visual appeal works in both instances – in the
dating world and in the marketing jungle.

Reflected in email marketing,
visual attraction is the equivalent of
high-quality
design
and a friendly user
experience
. A modern, clean and simple layout will do the trick. If you’re
hiring for a big name company with a powerful brand identity, make sure your
emails include the brand trademarks. Thus, your company name will stand out and
your hires will find it easier to recognize your brand. 

Another crucial aspect of
efficient email campaigns is
mobile
friendliness
. As studies show, more
than 50% of people open emails on their mobile devices
. Your “love letter”
could be one. Don’t jeopardize your chances of going on a ‘second date’ with
your candidate because of poor mobile optimization. Use responsive design and
remember to always test your emails before sending them out. 

 To Do:

  • Use large - readable fonts
  • Structure content in a single – column layout for ease of scrolling
  • Include easy to find and click buttons

RULE #3 - Create An Emotional Connection

You’ve made a first good
impression – now it’s time to create a real connection and earn your candidates’
trust. Remember they’ve already agreed to this and they’re actually waiting for
the same thing – the spark that ignites their interest towards your job offer.
Secretly, they wish to “fall in love”. You need to tell them what they want to
hear with compelling content

Keep your recruiting emails short, attractive and to the point. Don’t create monster emails that no candidate
will ever take time to read. Include basic job information and avoid
overstuffing the email with boring details. 

Show your personality and promote the uniqueness of the company
you are pitching for. Are you young, fun and engaging? Put that in writing!

To Do:

  • Create engaging headlines
  • Personalize content
  • Include calls-to-action

RULE #4 - Stay Away from Buzzkillers

You’ve
worked so hard to set the mood right – attractive visuals, engaging content and
luring pick-up lines. Don’t lose it all because of spam filters. Even though recruiting emails are less likely to
contain spammy content like “free” or “buy now” – seldom encountered in
marketing emails - you still need to pay attention to common spam triggers that
you might not know about.

Do Not:

  • Use excessive exclamation points
  • Use all caps text
  • Add too many URLs
  • Include too many images
  • Work with sloppy coding

Following
all the above mentioned steps will ensure you’ll get yourself a ‘second date’
with your candidate. Your first tries might not always bring you “the One”. But
that’s just the way the recruiting and dating world works: you got to keep
trying and going on numerous dates until you find
the perfect match.

When you’ll find it, you know it
was worth it all along. 

This article was originally posted on LinkedIn

About the Author:

Passionate about turning simple ideas into creative stories. Truly in love with storytelling, Ramona Costea has been active in the media writing and publishing business for over 8 years. She is now a Copywriter for Oracle’s Global Recruiting department, where she continues to experiment with social media and improve content strategy. Her specialties include content writing, online marketing, employer branding and social media. Connect with her on LinkedIn and Twitter

You can also read my other articles:


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