Create automated email outreach campaigns for a higher probability of finding that ideal candidate.
This article unpacks the small changes you can make to have a big impact on the success of your candidate outreach, such as:
Volume, pacing, and timing of emails sent
Personalization and making automation feel more human
Nurture campaigns
As you may know, a drip campaign is a form of outreach consisting of a series of emails that are sent out on an automated schedule.
The primary benefit of utilizing a drip campaign is that you can click a button and let the software send all of your followups for you. All you have to do is sit back and relax— and wait for the replies to roll in.
But before you go afk, there are a couple small tweaks that can make all a big difference for your outcomes.
Implementing these pointers can have a huge impact on the success of your outreach, your open and response rates, and, ultimately, the quality of your hires.
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Channel your inner Goldilocks
Make sure your volume is juuuust right.
Your entire campaign should contain at least three drips, but no more than five. Recall that drips in this context just means a single email; one drip is one unique message.
In doing so, your emails are more likely to bypass spam filters and get to the prospect’s inbox. For more advice on increased visibility, check out our comprehensive spam prevention article.
Give them space!
(but not too much)
Each email drip should be spaced no more than 3 days apart. Consider sending email bi-weekly to weekly.
A business-to-consumer (B2C) relationship is comparable to that of a recruiter-to-candidate. Because 67% of B2C companies send an automated email two to five times per month, we recommend a bi-weekly or weekly drip schedule.
Timing is everything
Don’t send your initial email late at night. That is, don’t schedule your campaign to begin after office hours, especially late at night.
Personable automation
Maximize the visibility of your outreach messages by personalizing your messages. In general, your messages should be reasonably informal (think more network-y rather than sales-y).
Formally written emails are likely to be immediately perceived as robotic junk— quickly written off as just another marketing email and immediately ignored. Even an overly formal subject line could deter the candidate from ever opening your email, so try to avoid that.
While this advice obviously can vary depending on your own company culture or personal taste, by setting a more casual tone you make the automated message less robotic and more approachable. Which means that your potential hire is much more likely to respond.
This Hubspot article contains more advice on adjusting automated messages and drafting personalized emails.
When to personalize
The degree of personalization and customization varies depending on seniority, among other factors. In general, a higher position level warrants a more personalized email. Meaning for more senior and advanced positions, you'll want to have some higher degree of personalization. For example, "I really love that you worked on X at Company Y" to demonstrate you have thoroughly reviewed their profile and this is a genuine and worthy opportunity for both parties.
Three unique drips
As mentioned, you should avoid scheduling more than five emails in your drip campaign. The sweet spot is usually three, and here’s why…
Email 1: An introduction wherein you leverage your brand
The introduction should be relatively informal and concise. Leveraging your brand is where personalization comes in.
Email 2: A short and quick “ping”
Assuming you haven’t gotten a response to your first email, this is a “hey just following-up…”
Email 3: The breakup email
I cannot believe they ghosted you on emails 1 and 2! Shady. It’s time to let them know you’re breaking up...by giving them one last chance. This Hail Mary utilizes a bit of reverse psychology that, if done right, can cause your email to stand out to the recipient. There are a lot of breakup email templates and advice articles out there so make it your own (but probably don’t apply this strategy to your personal life).
Drip vs. nurture
This article covered drip campaigns advice backed by our user feedback, but there are many other strategies out there. For example, depending on your circumstances, it may be more effective or beneficial for you to implement a nurture campaign instead.
Whereas drip campaigns are time-based and typically sent across multiple days, nurture campaign messages are typically sent once a month and considered to be emotionally-based. More “friendly reminders” than “follow-ups”.
Click here for a few helpful examples
Click here for a few helpful examples
Generic Sample Campaign
Generic Sample Campaign
Drip 1:
Subject: Exciting Opportunity for you with [ABC Company]!
Hi {{candidate_firstname}},
I'm {{sender_firstname}}, one of the technical recruiters for [ABC Company]. I'm reaching out to you because based on your skills and education, you look like a great fit for a Software Developer position I have available! I'd love to get a chance to chat with you more about the role, please send me some available times that we can connect so I can answer any questions you may have.
Thank you!
{{sender_firstname}}
Drip 2:
Hi {{candidate_firstname}}!
Wanted to check in with you after my initial message. I know how busy life can get, but wanted to check in again to see if you are currently looking and interested in learning more about the Software Developer position? Please let me know when you have some availability to chat- no pressure, just a quick intro to tell you more.
Thank you!
{{sender_firstname}}
Drip 3:
Hi {{candidate_firstname}},
I wanted to touch base one last time to see if there was interest in learning more about the Software Developer position, I think you'd be a great fit! Let me know if there is interest, or if you may be looking a little further in the future. Or, if you have anyone you can refer that might be a good fit, please let me know and I'll reach out.
Thanks so much!
{{sender_firstname}}
Sample campaign with more playful language
Sample campaign with more playful language
Drip 1:
Subject: You're the High Tech Candidate We've Been Looking For!
Hi there!
I'm writing to you from XYZ Recruitment, and I just wanted to say that we've been searching high and low for a candidate like you. You're so high-tech, we're pretty sure you're part cyborg! We're excited to connect you with one of our awesome clients who is looking for someone with your skills.
But before we get into the nitty-gritty of the position, we have a quick question for you: are you more of a Tony Stark or a Bruce Wayne? We just want to make sure we're on the same page about your superhero alter-ego. Don't worry, we won't tell anyone!
Anyway, we're pretty sure our client will be blown away by your coding skills. You're like a wizard with a keyboard! And speaking of wizards, have you seen the latest episode of Wandavision? We're obsessed! We're pretty sure you can relate, given your magical abilities.
In all seriousness, we think you'd be a great fit for this role. So let us know if you're interested, and we can take it from there. And if you need any inspiration to seal the deal, just remember: "Resistance is futile!" (Sorry, we couldn't resist a Star Trek reference).
Best,
The XYZ Recruitment Team
Drip 2:
Subject: You're Our High-Tech Hero!
Hey there,
We just wanted to follow up on our last email and let you know that we're still thinking about you. And we're not the only ones - our client is pretty excited to meet you, too. We told them you're a high-tech superhero, and they're hoping you can use your powers to save their company from a tech apocalypse.
In all seriousness, we think you're the perfect candidate for this position. Your skills are seriously impressive - it's like you're Neo from The Matrix, dodging bullets left and right!
Anyway, we just wanted to remind you that we're here for you, whether you have questions or just want to talk tech. And if you need a little extra motivation to apply, just remember: "With great power comes great responsibility." (Thanks, Uncle Ben!)
Best,
The XYZ Recruitment Team
Drip 3:
Subject: The High-Tech Force Is Strong With You
Hey there,
We hope this email finds you well, and that you're using your high-tech powers for good (and not just to hack into the Pentagon). We just wanted to check in and see if you had any questions about the position we sent over last time. Our client is still excited to meet you, and we're pretty sure they're already planning a parade in your honor.
In the meantime, we thought we'd share a few more pop culture references with you, because who doesn't love a good meme?
First up: we heard you're a fan of The Office. We are too! In fact, we like to think of ourselves as the Dunder Mifflin of recruitment agencies. Except instead of paper, we're selling the best high-tech talent on the market.
And speaking of high-tech, have you seen The Mandalorian? We're pretty sure Baby Yoda would be no match for you in a coding challenge.
Anyway, we just wanted to touch base and let you know that we're still here for you, and we can't wait to hear back from you. And if you need any more encouragement to apply, just remember: "May the force be with you!"
Best,
The XYZ Recruitment Team
Sample Campaign to a Software Developer
Sample Campaign to a Software Developer
Drip 1:
Subject: Join our Team! - A friendly invitation for a software engineer
Hi {{candidate_firstname}},
I hope you're having a great day! My name is [Your Name], and I'm part of the [Your Company] team. I stumbled upon your profile on LinkedIn and was impressed with your experience and expertise as a software engineer. I knew I had to reach out and invite you to join our team!
Our team is made up of a bunch of tech geeks who are passionate about developing the latest and greatest in technology. We've recently experienced rapid growth and we're on the lookout for talented software engineers like yourself to join our team.
At [Your Company], we're dedicated to developing innovative technology that's designed to solve real-world problems. We have clients from various industries and we're continuously looking for new ways to use technology to create a positive impact.
If you join our team, you'll get to work on a diverse range of projects and technologies alongside our talented team of designers and engineers. We value creativity, innovation, and teamwork and we're committed to helping you grow and develop your career.
We're looking for someone who's passionate about writing clean and efficient code and can work independently. We offer a competitive salary and benefits package, and we'll provide you with the opportunity to work with a team of smart, motivated, and friendly individuals.
We'd love to schedule a call to chat more about this opportunity and answer any questions you might have. If you're interested, please let us know your availability, and we'll make it happen!
Thank you for considering this opportunity, and we hope to hear from you soon.
Warmest regards,
{{sender_firstname}}
Drip 2:
Hi [Name],
I hope this email finds you well! I just wanted to follow up on the email I sent you last week. We're still excited about the prospect of having you join our team as a software engineer. If you have any questions or if you need any further information about the position, don't hesitate to let me know.
I'm still very interested in discussing this opportunity with you, and I'm available to chat at any time that's convenient for you. Let me know if you're interested in proceeding further, and we can schedule a call to chat more.
Best regards,
{{sender_firstname}}
Drip 3:
Hi [Name],
I hope you're doing well. I wanted to send you one final message regarding the software engineer position at our company. We're really excited about this opportunity and think you would be a great addition to our team. However, we haven't heard back from you yet, so I wanted to make one last attempt to reach out.
If you're no longer interested or if the timing isn't right, we understand completely. But if you are still interested in joining our team, we'd love to chat with you more and answer any questions you may have.
Please let us know if you're interested in proceeding with the application process, and if we don't hear back from you, we'll assume you've decided to pursue other opportunities.
Thank you for considering this opportunity, and we wish you all the best in your career.
Warmest regards,
{{sender_firstname}}
Sample Campaign to an Accountant
Sample Campaign to an Accountant
Drip 1:
Subject: “Join the Accounting Team at [ABC Company]!”
Hi {{candidate_firstname}},
We hope this email finds you well. My name is {{sender_firstname}}, and I am a member of the team at [COMPANY] a leading accounting firm based in [LOCATION]. We're hiring for multiple positions in [LOCATION]!
I came across your profile and was impressed by your background and previous experience in the financial sector! We are currently hiring for a [POSITION] and I believe you would be an excellent fit for our team.
If you're interested in exploring this opportunity, I'd be happy to set up a call to discuss the role in more detail.
Best regards,
{{sender_firstname}}
Drip 2:
Dear {{candidate_firstname}},
I wanted to follow up with you regarding the [POSITION] at [COMPANY]. Our team is growing and we're looking for talented individuals like you to join us.
We have a competitive salary and benefits package, let's connect so I can tell you more about the position!
Talk soon,
{{sender_firstname}}
Drip 3:
Dear {{candidate_firstname}},
I hope this email finds you well. Just wanted to check back in regarding the [POSITION]--I think your skills and experience would make you a great fit! We have immediate openings in [LOCATION].
Looking forward to connecting, just ping me back and we'll schedule a time for a chat.
{{sender_firstname}}
Drip 4:
Hello {{candidate_firstname}}, {{sender_firstname}} here again seeing if you're interested in the [POSITION] with [COMPANY}?
I'd love to chat and see if we'd be a great fit for someone with your skills and experience!
{{sender_firstname}}