Recruiting emails are one of the most important tools of today’s recruiting process. If done right, the former can play a vital role in attracting superior talent by telling a lot about the organisation. According to a study, sending targeted recruiting emails can increase the reply rate by 30%, which means that a little thought goes a long way. However, there are some issues that hinder the development of an effective communication strategy and many recruiters fail to create a powerful message which can kick off a dialogue with a potential candidate.
In this article, we will discuss the main mistakes that recruiters can make in cold outreach emails and what you can do to enhance your recruitment emails. Thus, it is possible to prevent the above mentioned mistakes and make the communication with candidates more effective and eye-catching.
Key Mistakes in Cold Recruiting Emails
Lack of Personalisation
Just think of getting an email from an unknown sender greeting you as ‘Dear Candidate’ or providing no information on your career. Few professionals will want to engage with it and get all worked up before a meeting. Personalisation shows a candidate that you are putting in an effort and that you respect them, which are two main factors in gaining a candidate’s trust. Use tools to verify email addresses to avoid problems in sending emails to the wrong, or doesn’t exist, person.
To this end, ensure you research the candidate’s profile before composing your email. Simplify the achievements, skills or positions they have held in the organisation. For example, instead of having a general introduction, one could use the following:
“Hi [Name], I recently came across your work in [Field] at [Company] and was impressed by your achievements, especially in [specific project or skill]. I’d love to discuss an exciting opportunity with you.”
Overly Formal or Robotic Tone of voice
Professionalism is crucial, but an overly stiff or robotic tone can alienate potential candidates. According to research, 40% of candidates prefer conversational messages, as they feel more approachable and genuine.
Avoid using phrases like:
- “This email is to inform you…”
- “We hereby extend an invitation…”
Instead, keep it casual yet professional:
“Hi [Name], I noticed your impressive work in [Field] and thought you’d be a great fit for an exciting opportunity we have at [Company]. Let’s connect to discuss how your expertise aligns with our goals.”
This conversational tone establishes rapport quickly and makes candidates more likely to engage.
Failing to Clearly State the Opportunity
A common mistake is leaving candidates guessing about the role being offered. If they can’t immediately see the value of the opportunity, they’re likely to dismiss the email.
To address this, clearly outline the job title, responsibilities, and benefits in the body of the email. For example:
“We’re seeking a Senior Data Analyst to lead our analytics team. This role offers a competitive salary, remote work flexibility, and the opportunity to work with cutting-edge AI technologies.”
This transparency helps candidates evaluate the opportunity quickly and increases the chances of a positive response.
Ignoring the Candidate’s Perspective
It is a common mistake by recruiters to be more concerned with what the company requires than what the candidate may be looking for. But, 60% of the candidates said that they don’t respond to recruiter emails because it is not in line with their interests.
To avoid this, check up on the candidate and ensure that the message you are sending shows how the position fits in with the candidate’s career plan. For instance:
“Based on your experience in digital marketing and the work you have done on [specific campaign or company], you would be suitable for the job. We think this opportunity could assist you in further development in areas including [particular skills].
This way you are showing that you understand the candidate and your email will be more effective.
Poor Timing or Frequency of Emails
The timing of the recruiting efforts can be a make or break situation for any company. It is infamous for sending emails at midnight or flooding the candidates with messages.
Best Practices for Timing:
- Do the emailing between the hours of 9 and 5 in the working week – ideally between Tuesday and Thursday.
- Do not send emails during the weekend or on holidays as they will probably be deleted without being read.
- Space follow-ups as well, and one must ensure that there is at least three to five business days between the messages.
Typos and Lack of Professionalism
Grammatical errors and typos can harm your credibility as a recruiter. 59% of candidates say such mistakes leave a negative impression, making them less likely to engage with your email.
To avoid this:
- Use tools like Grammarly to proofread your emails.
- Review your messages for clarity, tone, and formatting.
- Ensure that your email signature is professional and up-to-date.
Forgetting a Clear Call-to-Action
Even if your email is well-written, candidates may ignore it if there’s no clear next step. A strong CTA guides them on what to do next, whether it’s scheduling a call, sharing their resume, or applying for the role.
Examples of effective CTAs:
- “Let’s schedule a quick 15-minute chat. Please reply with your availability!”
- “If this opportunity interests you, feel free to send over your resume or LinkedIn profile.”
Avoid vague CTAs like “Let me know if you’re interested.” Be direct and concise.
Overlooking Email Etiquette
Little things that can be done right or wrong when writing an email can work in the favor or against you. For example:
A good subject line could be for instance “An Exciting Opportunity at [Company Name] for [Job Title].”.
Remember that:
- A good email should not be too long; it should only contain 150-200 words.
- Do not use terms and abbreviations not understood by the candidate.
- Make sure that your emails are in compliance with GDPR if you are sending your emails to candidates in countries that have strong data protection laws.
Wrapping Up
Recruiting emails can be a goldmine for talent acquisition if done well. By not making the listed mistakes, it will be easy to enhance the response rates and strengthen the bond between the hiring organisation and the candidates.
To make your emails more targeted, make sure to mention some skills of a candidate or his/her achievements.
The following are guidelines of how to write a conversational tone:
- See the chance to engage the candidate’s interest.
- Review for professionalism and check for errors.
- Use tools like Snov.io Email Verifier to make sure that your messages are delivered to the right people.
By following these tips you will be able to come up with recruitment emails that can get the attention of the recipients, get them interested, and most importantly get them to join your organisation.
Author: Denys Zakharchenko – Head of Outreach, wmlinks.net
Photo credit: StockCake
