Home » Engaging Candidates Starts with a Compelling Subject Line
Here today, gone tomorrow.
Candidates that are in your purview today will most likely not be there tomorrow. This is precisely why your sourcers must build relationships with people before they become candidates.
Sourcing for talent can’t be done off the side of a recruiter’s desk. Any recruiter reading this is likely shaking their head in agreement.
A great sourcer leans into the market and discipline for which they source. It is their job to know people — really know them — so that when the right job surfaces, best-fit talent is just a call or click away.
Assuming you have sourcers in place, you may still face the challenge of being heard and seen amid all of the online noise. People are inundated with pings and emails about new opportunities. After a while, they stop paying attention.
So how does a great sourcer get good talent to pause, read, and most of all, want to stick around?
It starts with a compelling message.
Recently, the Beacon Lane sourcing team did an experiment. We tested various subject lines across different categories to see which yielded the highest response and engagement.
Not surprising, the more creative the subject line, the higher the engagement.
I invite you to give this a try with your own creative subject lines!
8 tips for writing compelling subject lines that improve candidate engagement
Make reference to what’s happening in the outside world, such as the holidays, winter season, and New Year.
Immediately tap into the objections that people have when they think of the interview process, such as the amount of time it takes.
Make it clear that you see the recipient as someone who may be able to refer candidates to the job, even if it’s not right for them. People typically enjoy helping others by paying it forward.
Personalize the message by using their name and perhaps information from their LinkedIn profile.
Use language that helps them immediately envision themselves at your organization.
Use the company’s name — transparency is cool.
Keep it short and catchy.
While this should go without saying, it’s important to include. Select different language and tone based on the level of position for which you are sourcing. Remember, nothing canned!
It’s always helpful to have a basis for comparison. Try different subjects for various roles and see what kind of response you get. If something works, lather, rinse, repeat! And don’t get discouraged if your first attempts don’t work. Use those findings to influence what you try next.
Finally, and probably most importantly, nurture, nurture, nurture. Keep in touch with your pipeline. Share company wins. Let them know that you know who they are.
If you need some suggestions for specific subject lines, just reach out! We will provide you with a few to get you started.
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