Sometimes recruitment email marketing can feel like a lottery. You spend hours finessing the perfect email, hit send and then…nothing. Tumbleweed and zero response from your audience. But it doesn’t have to be this way. Studies show that when done right, email marketing is 40 times more effective than Facebook and Twitter combined. So how can you leverage candidate marketing emails to improve talent engagement?
In a recent webinar with Lockheed Martin’s Talent Engagement Strategist, Marvin Smith, explained that prompting an emotional response was the secret sauce of their recruitment marketing campaigns. This makes sense and is supported by a wealth of scientific study that demonstrates that we make instinctive decisions much quicker than considered actions.
Choose The Right Moment to Engage Talent
Your first opportunity to trigger a gut response comes before you even put pen to paper. Lockheed Martin starts by identifying when prospects would be most receptive to a career change. This could coincide with a birthday or a work anniversary, or at times of career stagnation, all of which can be easily established and scheduled with Avature CRM.
They then craft messaging that will resonate at these times. For example, one of their principal recruitment marketing campaigns targeted individuals when their company was undergoing change, with their outreaches tapping into the accompanying uncertainty.
The success of this talent engagement strategy hinges on the integrity of your leads. In fact your database can degrade by as much as 22.5 percent per year, making it paramount that you keep your information clean and up-to-date.
Engage Candidates With a Killer Subject Line
The subject line might seem like an afterthought to most people, it’s just a handful of characters, right? But these few words are your biggest weapon in the battle of the inbox, where recipients make an almost subconscious, split-second decision on whether they’ll open your email.
By using subject lines such as “Surprised by the success of others?” Lockheed Martin harness powerful motivating factors such as FOMO (fear of missing out) to instinctively engage candidates at first glance. Another of their recruitment email campaigns centered on the concept that we all have a career story, in which they provoke a cocktail of emotional responses such as aspiration and curiosity with subject lines that include “If your career was a book, how would you title it?”
At this point it is important to keep in mind that your subject lines should be short and snappy. Studies show a peak in open rates for 41-character subjects lines, with interest tailing off for those that exceed eight words.
While it might sound tough to cram an emotional punch into such a tight space, remember your recruitment email could be packed with the most persuasive, Pulitzer-worthy prose, but if it’s not opened, it’ll be lost to the abyss.
Finish Your Candidate Marketing Email With a Call to Action
Your talent engagement strategy will likely have an end goal in sight. This could be introducing candidates into a career conversation or encouraging them to register for your talent network. This is why a strong call to action is a must-have as it ensures that engaged prospects aren’t left in limbo when they reach the end of your recruitment email. Instead they are inspired to take the all important next step.
As we have seen, stimulating the lizard brain lies at the heart of a fruitful recruitment email, and the call to action is your final opportunity to do so. You can do this in any number of ways from suggesting scarcity of opportunities or creating a sense of urgency.
Track and Test Your Recruitment Emails
You’d be forgiven for thinking that once you’ve hit send you can sit back and watch the clicks roll in. Well it’s crucial that you seize this chance to monitor the performance of your candidate emails so you can gauge which rank best and those which didn’t engage your audience. All of this can be achieved with Avature CRM which will empower you with a variety of in-depth metrics to enable you to strategize for the future.
Lockheed Martin were able to easily ascertain that their most successful talent engagement campaign was the one centered on FOMO which garnered a 90 percent open rate and initiated 13 candidate interviews. These figures empower them to forecast and mold future recruitment marketing campaigns.
To Wrap Up…
We can all think of times where we have been stopped mid-scroll by an advertisement that has piqued our curiosity, or been compelled to act by a subliminal sense of urgency. This is why it is so important that your recruitment emails trigger an emotional response with your target audience, and as we have seen there are clear-cut benefits for those that can achieve this.