As the job market becomes increasingly competitive, companies are faced with the challenge of attracting and hiring talent in a timely manner. To stand out from the competition, recruiters need effective strategies that help them connect with potential candidates and showcase the value of their organization. One such strategy is improving recruitment communications with data-driven email marketing.
By using metrics to power your outreach efforts, you can craft personalized messages that target the right audiences and increase the chances of getting a response from qualified candidates. In this guide, we’ll explore four data-driven email marketing tips to recruit the best talent for your business.
1. Conduct a data append to complete your records
To better understand your leads and improve your recruitment strategy, you should consider conducting a data append. AccuData defines data appends as the process of using a third-party source to supplement existing information or collect new information about candidates, including:
- Contact information, such as email, phone number, and mailing addresses
- Social media profiles
- Professional certifications and qualifications
- Industry affiliations and memberships
- Work experience and job history
- Geographic location
- Education level and field of study
With accurate and up-to-date information, you can determine which candidates to target through your recruitment communications and outreach and, in turn, increase your chances of recruiting well-equipped employees.
2. Segment candidates for greater personalization
Applicants want to feel valued by their prospective employers. Rather than sending out a mass appeal, personalize your email outreach through segmentation. This process involves grouping ideal candidates and tailoring your messaging according to key insights, such as:
- Job history: Segment applicants according to their past working experience and reference relevant skills that would be valuable for the role you’re recruiting for.
- Geographic location: If your company is hosting a hiring event or conference, separate applicants into two groups: those living within the local area and those outside of it. Then, send out in-person and virtual event invites accordingly.
- Industry affiliations: Draw attention to relevant industry events, activities, or conferences that the applicant has participated in or expressed interest in, then connect those interests to your job opening.
Ultimately, segmentation can help recruiters to more effectively attract and engage qualified candidates, leading to higher response rates and a greater chance of successfully filling open positions.
3. Optimize your calls to action
If you’re looking to fine-tune your email marketing strategy and maximize your recruitment efforts, you need clear calls-to-action (CTAs). A well-designed and optimized CTA can prompt candidates to respond to the recruitment email with greater interest and motivation.
To ensure your CTA is effective at engaging potential applicants, you can use A/B testing. This process involves randomly dividing your email list into two (or more) groups and sending out different versions of the CTA to each group. Then, after a set period of time, you can analyze the performance of each version and determine which CTAs had the better click-through or conversion rates.
Possible CTAs to test in your recruitment emails include:
- “Apply now.” Direct candidates to apply for the open position.
- “Learn more.” Provide a link to a landing page with more information about your company or the position.
- “Schedule an interview.” Prompt candidates to schedule an interview with a recruiter.
- “RSVP today.” Invite candidates to attend a career fair or recruitment event.
- “Refer a friend.” Ask candidates to refer someone they know who would be interested in the position.
Once you identify the better-performing CTA, you can optimize your recruitment communications email further by tweaking the design, adjusting the CTA placement, and rewording the body text.
4. Collect actionable metrics
Sending out optimized emails is just one part of the recruitment process. It’s also important to measure email performance to determine which strategies are working and what needs improvement. Once your campaign is up and running, collect the following metrics:
- Conversion rate: How many prospects did your emails convert into applicants? Rework your segments to improve the level of personalization and increase your conversion rate.
- Open rate: By knowing how many people are opening your recruitment emails, you can gauge how well their email subject lines work and how interested their target audience is in their offers. A high email open rate indicates that the email content, subject line, and sender name were all compelling enough to spark the interest of a recipient, which is key in the recruitment process.
- Click-through rate: Click-through rates indicate the number of people who clicked on links in the email. This data can help your business determine which elements of the email are working to drive engagement and which aren’t. Optimize CTAs to improve the likelihood of receiving a response from qualified candidates.
With a deeper understanding of these metrics, your business can adjust its recruitment communications strategy to attract the most productive talent, leading to more successful hires.
By adopting these strategies, your recruitment team can create and execute more effective email marketing campaigns and ultimately increase your chances of attracting and hiring a skilled workforce.
Gabrielle is the Director of Marketing & Sales Operations for Deep Sync and its family of brands: Compact Information Systems, HomeData, AccuData Integrated Marketing, AlumniFinder, ASL Marketing, CollegeBound Selection Service, and DeepSync Labs. She joined the organization in 2017 and possesses more than 15 years of experience in strategic marketing, branding, communications, and digital marketing. She earned a B.S. in Marketing and an M.B.A. in Marketing Management from the University of Tampa.