Email Marketing – using recruitment emails effectively
Having worked in recruitment for many years I often pondered how we could use our data more effectively. After all, recruitment agencies are powered by their databases of candidates. These databases often contain a multitude of email addresses and other contact details. More often than not, we as recruiters just keep driving forward amassing lots of data and never using it.
The only time we go near an email address is if the candidates match a specific skill set, then we can’t email fast enough. This data can be used so much more effectively, helping you to stay in contact with candidates automatically. This helps to ensure that candidates hear from you regularly and don’t feel forgotten.
The benefits of email marketing for recruiters.
Many recruiters work specifically within a specialist area, often limited geographically. This gives those recruiters a finite amount of candidates to work with.
Many other agencies operate the same way, meaning there is usually a race to get in contact with the candidates first. Automated email marketing can ensure you are always in contact with candidates, ensuring that when it matters most those candidates come to you.
Don’t work in a specialist area? you can split your candidates by skill set to ensure the emails you send are relevant.
Emails as a form of marketing have always had the highest ROI, when you consider the actual money that can be made placing a candidate, emails should be a part of your arsenal.
What kind of emails can you send
There are many different emails that you can send to candidates to keep engaged, below are our favourites.
Latest industry news – can be completely automated by using sites like IFTTT
Referrals – Landed someone a dream job? why not ask them to refer their friends?
Reward loyal candidates – send them a gift card to let them know you value them.
Reactivate dormant details – reach out to candidates that haven’t been contacted in a while.
Automatically acquire recent CV’s and updates from candidates.
What does it mean for you?
Being an astute recruiter I am sure you know the value of each candidate stored in your database. Developing an easy way to keep in contact with those candidates can really help speed up your workflow. This efficiency really helps to boost your chances of making regular placements, keeping candidates happy at the same time.
Why I Automated!
I have done it and I am sure many others have too. You pull in a new role and eagerly advertise it to draw in the ‘best’ candidates and then do a cursory search of the database using simple keywords. You are convinced that you already know very few, if any candidates in the database are suitable.
The advert responses begin to fill your inbox, after the best part of an hour searching through applications you think you have found a match. That match was already in your database and has been for months, they have just had another job since and have updated their CV for this new role. Because of the time it has taken to find them, another recruiter has got to them first and put them forward.
What if you already had that updated CV because you were able to automatically request it? Would that reduce the amount of searching through endless applications?
When you calculate just how much potential revenue you are losing by not getting to candidates quickly enough, the results can be quite shocking. When you work in a highly competitive area, with candidates getting calls 10 times a day form recruiters you can quickly lose out.
How did I do it?
Well if you have got this far down you must be interested in how to do it. Now, i’m not going to lie to you, this takes a fair amount of time to set up, but for me it was well worth it and increased my monthly billings by 30%. It’s not bad for a few hours work. However it can be quicker, we can construct a system that automatically takes care of email marketing and uploads new CV’s to your database so you never miss a beat.
But enough about robots, back to how I did it in the good old days. I used SendLater for email scheduling in Outlook. This software has a free and paid version and fit perfectly for what i was trying to achieve.
I had no plans on creating another database of candidates, not sure my boss would have been too happy with that anyway. Regardless, I needed a way to keep in contact with candidates without losing track of them.
Initially I did a full search of the database for any candidates within my specialist area and saved them all. I then did a similar search but for closely related skill sets.
Once I had my (ridiculously) long list, I had to filter it somehow and for me the best way to filter was on the last date notes were made on the system. Therefore anyone that had been contacted within the last six months was removed from the list, but it still left me with 1,000+ candidates.
The only option was to send them a bulk email to the email address we had on file. So I sent a quick email apologising for us not being in contact recently and asking them if they were still searching for opportunities.
It was at this point, I remembered that I should have asked our IT department to set up an email account that bounced emails could be sent to. In short my inbox exploded, so I placed them all in a separate folder and generated a call list from it to get their new email.
The ones that did respond were replied to immediately, the ones that didn’t respond were added to sendlater to get an automatic email in 3 months.
I then started adding catch up emails to sendLater for candidates I was speaking to at intervals of 1-3 months. I was able to keep in contact with candidates without physically having to do anything. Once set up, the automatic emails kept people updating their CV, meaning I could search more effectively and make more money.
Wrapping it up
In short, this one simple hack increased my billings and once set up had very little input from me other than scheduling further emails. For such little time investment I was able to increase my market reach with candidates and a similar process can be used with clients (although you do have to be careful here).
Don’t forget about the candidates you already have on file, and if you work in a contract market, keeping an updated CV of a candidate is vital. The above methods can really help ease your workload in the long run, but also have a huge effect on potential earnings.
What little hacks do you have to make your day more manageable? let us know in the comments