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Trash the spam strategic email practices that nurture passive candidate relationships

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The landscape of talent acquisition is shifting.


Posting jobs and waiting for inbound application is just one of many ways to attract candidates.

More and more, teams are focused on capturing the attention of passive talent. This session will share ideas for making your emails more likely to resonate with prospects and encourage responses.

Steve Bartel, Co-Founder and CEO of Gem, AKA – THE Platform for Modern Recruiting – has offered to give you 60 minutes of live training and Q&A – he will teach you how to utilize one of the most powerful tools you have sitting right in front of you.

Email.
Yep. THIS is how you access (and actually get a reply from) those elusive beings known as – The Passive Candidate.

You have the tool – you just have to learn how to use it so they’ll stop ignoring you.



What you’ll walk away with:

The optimal number of email stages
How to use personalization to get the best reply rates
The best time-of-day to send your outreach emails
Top tips from TA pros at some of the most innovative companies
…and much more.

And don’t worry – if you can’t make the date, we’ll send you a recording of the webinar and educational material just for registering so you can learn on your own time.

Convinced yet? Join us to learn best practices for getting the most out of your prospective candidate sourcing emails.

Publicado en: Reclutamiento y RR. HH.
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Trash the spam strategic email practices that nurture passive candidate relationships

  1. 1. Steve Bartel I Co-Founder & CEO Gem
  2. 2. THE PLAN Housekeeping You are in Listen- Only Mode. You can hear us, but we can’t hear you. Ask Questions Don’t be shy! Use the Questions Panel in your side bar to talk to Steve. We’re Recording You will receive this slide deck & recording after the webinar. Keep an eye on your inbox. Share We’re LIVE. Use the #rdaily hashtag to share on social media.
  3. 3. THE EXPERT Steve Bartel Co-Founder & CEO Gem Steve has been heavily involved in recruiting throughout his career at Blizzard, Facebook, and Dropbox. Early on, he recognized a need for technology to nurture passive talent and provide efficiency to teams. This led him to co-found Gem in 2017. Connect with Steve Gem I LinkedIn I Twitter I Facebook
  4. 4. FORMERLY KNOWN AS ZENSOURCER Best Practices and Benchmarks for Email Outreach
  5. 5. Agenda Setting the Stage – Why it Matters Best Practices for Email Outreach Gem Demo – How best Practices work Live Q&A
  6. 6. Why does email outreach matter? Of the global workforce is made up of passive talent 80%
  7. 7. Why does email outreach matter? Sourced candidates are hired at twice the rate of inbound applicants 2X
  8. 8. Why does email outreach matter? Of candidates prefer to be contacted by email (vs. InMail or phone) 90%
  9. 9. Why does email outreach matter? The number of emails the average prospect receives in a day 121
  10. 10. BEST PRACTICE #1 Use a 4-Stage Email Sequence
  11. 11. What does that look like? Initial outreach email3 automated followups
  12. 12. Why send 4-stage email sequence? 1 Email received a 15% reply rate 2 Emails received a 26% reply rate 4 Emails received a 35% reply rate 3 Emails received a 31% reply rate Based on data from 750K prospective outreach campaigns.
  13. 13. Positive Response Rate Total possible positive replies 1st Email received 47% of positive replies 2nd Email 25% 3rd 14% 4th 7%
  14. 14. Key takeaways – 4 stage email sequence • Silences does not equal rejection • Emails have a short lifespan • Don’t underestimate the power of a follow-up
  15. 15. BEST PRACTICE #2 Best Send Days & Times
  16. 16. Best days – general Mon Tue Wed Thu Fri Sat Sun • Mondays & Tuesdays proved to be strong days across roles • However, we observed nuanced differences when we drilled down into data by role BEST DAYS
  17. 17. Send days – engineering managers BEST DAYS Sat Sun 3pm Sat – 3pm Sun WORST DAYS Wed – Fri During the workday
  18. 18. Send days – engineers Sat Sun all day Wed Fri morninguntil 3pm evening BEST DAYS WORST DAYS Wed Fri
  19. 19. Send days – recruiters Mon Tue lunch lunch Wed – Fri all day BEST DAYS WORST DAYS
  20. 20. Send days – sales Sun Until 6pm Wed – Sat all day BEST DAYS WORST DAYS
  21. 21. Key takeaways – send day & time • Send on different days, based on the role to fill • Vary the hour of the send • When in doubt, start testing
  22. 22. BEST PRACTICE #3 Best Email Cadence
  23. 23. Most common wait time between emails 3 DAYS First Secon d Third Fourth 6 DAYS6 DAYS
  24. 24. Why does this work? 1 2 3 4 • Emails arrive to prospects’ inboxes on different days of the week • You increase your chances of catching the prospective candidate when they have time to read
  25. 25. Key takeaways – email cadence • Speed up the cadence at the end • Avoid 7-day gaps • Test with 6-6-3
  26. 26. BEST PRACTICE #4 Use Tokens & Personalization
  27. 27. What are tokens? They look like this: {{company}} Or this: {{FirstName}} Tokens are used to personalize at scale
  28. 28. The value of personalization Our data shows that reply rates are 10-20% higher when the sender uses a {{reason}} token in the body copy
  29. 29. The value of personalization Our data shows that reply rates are 10-20% higher when the sender uses a {{reason}} token in the body copy
  30. 30. When to use personalization For senior-level leadership and very hard to fill roles General Tokens {{First_Name}} {{company}} Personalization at scale; good for roles with higher volume Reason Tokens {{Reason}} Personalization based on research. Good for harder to fill roles Hard to fill roles Fully Customized
  31. 31. BEST PRACTICE #5 Thinking About Subject Lines
  32. 32. Personalize – It increases open rates by 26%
  33. 33. Appeal to Values
  34. 34. Appeal to Curiosity
  35. 35. Consider Brevity
  36. 36. BEST PRACTICE #6 Message Content
  37. 37. Candidates say they want to know… About the Opportunity About Your Company • Career trajectory • Expectations & workload • What a “day in the life” looks like • Employee perspectives • Culture – 66% • Perks – 54% • Mission – 50%
  38. 38. BEST PRACTICE #7 Always Be Testing
  39. 39. Testing ideas • Track links and test which content generates clicks • Track open rates to see which subject lines resonate the best • Message length (short vs. long) • Send from (recruiter, hiring manager etc.) • Body copy tone • Social-Proof • The “breakup” email
  40. 40. Demo Time What It looks Like in Gem
  41. 41. Q&A
  42. 42. Thank You

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