Recruitment Blog

10 email marketing strategies to attract top candidates and clients to your agency

Sarah Linney
Content Marketing Manager at JobAdder
email marketing for recruiters

In today’s digitally dominated era, email marketing for recruiters is a powerful and accessible tool for recruitment agencies looking to attract top-tier candidates and potential clients. It offers an unrivalled ability to send personalised messages to your target audience and bolster your recruitment efforts. 

However, leveraging email marketing requires careful strategy, precise execution and continual refinement to make your agency stand out in the competitive recruitment landscape.

The complexity of the recruitment process lies in the need to appeal to two distinct audiences: candidates and clients. Email marketing strategies must be versatile, impactful and designed to cut through the noise. 

In this blog, we will delve into the best practices of email marketing explicitly tailored for recruitment agencies. We will explore how a well-designed email marketing strategy can enhance your candidate experience and attract the clients you seek.

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Is email marketing a good recruitment strategy for agencies?

Email marketing for recruiters is one of the most effective strategies in the recruitment sector, serving as an essential component of candidate sourcing and client engagement. By reaching out to a broad pool of potential candidates and clients simultaneously, email marketing for recruiters amplifies the visibility of your agency and the engagement you can get.

Targeted email marketing campaigns are particularly crucial for recruitment agencies. With the ability to segment and categorise your target audience, your messaging and job opportunities can be tailor-made to attract suitable candidates. Communicating with candidates with a clear understanding of their needs and interests will ensure your messages are relevant, compelling and impactful.

Beyond sourcing, recruitment agencies can employ email marketing to establish and nurture relationships with potential candidates and clients throughout the recruitment process. 

Regular email touchpoints keep your audience informed, engaged and connected, fostering a sense of trust and affinity that can lead to successful placements.

Contrary to the impersonal nature of cold emails or generic outreach, email marketing campaigns offer a personalised and strategic approach to candidate engagement. By sending personalised messages acknowledging the recipient’s unique skills, aspirations and potential fit with a client, you can significantly enhance the candidate experience and your agency’s reputation and success rate.

10 best practices for recruitment email marketing: How to attract top talent

In the next segment, we will delve into the top 10 practices that recruitment agencies can adopt to optimise their email marketing strategies, attract top talent and engage prospective clients effectively.

1. Segment your email list and update it frequently

Segmentation is a cornerstone of successful email marketing. Your email list should be divided into groups or multiple lists, specifically potential candidates and clients. This division allows you to tailor your messaging to address each group’s needs and interests, ensuring a more targeted and engaging strategy.

Further segmentation can be based on industry types, allowing you to personalise your email content to suit individual sectors. This refinement helps avoid sending irrelevant content, preventing potential spamming and enhancing the user experience.

Maintaining email list hygiene is also paramount. Over time, users might unsubscribe or change their email addresses, resulting in outdated contact information. 

Regular updates to your email list ensure that your messages reach the right audience, improving the overall efficiency of your email marketing strategy.

2. Maximise impact through personalisation

Personalisation is a potent tool in email marketing strategies. Incorporating elements like the candidate’s name or referencing their specific qualifications in your emails can significantly enhance their impact, increase response rates and prevent your content from being relegated to the spam folder.

By referencing specific job vacancies that align with the candidate’s profile, you increase the likelihood of your emails being delivered to the candidate’s primary inbox. This factor can positively impact the open and click-through rates, leading to higher candidate engagement.

Personalised emails resonate more with recipients as they demonstrate a genuine interest in the candidate’s profile and skills. 

Consequently, they increase the relevance of your marketing content, fostering a positive candidate experience and potentially leading to successful placements.

3. Encourage candidate engagement

Encouraging candidate engagement is a vital component of an effective email marketing strategy. This factor involves maintaining regular communication with candidates and fostering a sense of active involvement in the hiring process. Recruitment agencies can achieve this by sending emails such as personalised follow-ups, job alerts and newsletters.

Keeping the lines of communication open with candidates nurtures the candidate-agency relationship and significantly enhances response rate. This active engagement strategy can pique the interest of suitable candidates and attract top talent in the industry, contributing to successful placements and increased agency growth.

4. Track email marketing metrics

Just as vital as implementing an email marketing strategy is tracking its performance! Recruitment agencies should prioritise monitoring email marketing metrics to assess the effectiveness and impact of their email campaigns. Some of the key metrics to consider include:

Conversion rate

This metric indicates the number of individuals applying for jobs advertised via emails or signing up as clients.

Response rate

This metric measures the number of people actively responding to and engaging with your emails.

Open rate

This metric reflects the number of people who opened the email sent to their inboxes.

Click-through rate

This metric shows the number of people clicking on the call-to-action prompts in your emails.

By continuously tracking these KPIs and metrics, recruitment agencies can gain crucial insights into the performance of their email marketing efforts. 

5. Try A/B testing subject lines

The power of a clear subject line in an email cannot be overstated. It’s the first thing a candidate or client sees when they receive your email, and in many cases, it’s the deciding factor determining whether or not they’ll open the email. 

Crafting compelling subject lines that hook your target audience and pique their curiosity is crucial in any email marketing campaign. 

One highly effective strategy for improving the effectiveness of your subject lines is A/B testing. This involves creating two variants of the same subject line, each with a slight tweak or difference. You can then send these variants to different audience segments and compare their performance. 

By examining each variant’s open rates, you can gain valuable insight into what type of subject line resonates most with your target audience. 

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6. Ensure your call-to-actions are clear and compelling

A call-to-action (CTA) is vital to any email marketing strategy. It guides your readers on what to do next, whether that’s applying for a job, signing up for a webinar or simply learning more about your agency’s service. Therefore, your CTAs must be clear, straightforward and understandable.

But clarity alone isn’t enough. To compel your recipients to take action, your CTAs must also be compelling. They should create a sense of urgency or value, pushing recipients to act immediately. Consider phrases like “Apply Now,” “Register Today,” or “Discover More” – all of which encourage quick action.

Experiment with different CTA placements and language to improve click-through and conversion rates in your email marketing campaign. 

Try using persuasive speech that’s action-oriented and aligns with the value proposition of your email content. 

7. Don’t spam your email recipients

In the realm of email marketing, more is not always better. One of the worst mistakes you can make is overwhelming your email recipients with excessive communications. Doing so could prompt your emails to be directed to a recipient’s spam folder or, worse still, lead them to unsubscribe from your email list entirely.

To avoid these pitfalls, recruiters should pay close attention to the frequency and cadence of their email communications. The goal should be to strike a balance where you maintain regular contact without overwhelming recipients with excessive messages. 

8. Make sure your subject lines are the right length

The length of your subject lines can play a significant role in the success of your email marketing campaigns. Email providers typically display limited characters in a recipient’s inbox, so your subject lines must be concise, compelling and to the point.

Research suggests that the optimal length for a subject line is approximately 60 characters or nine words. Striking this balance ensures your subject line is fully displayed on most email platforms yet still provides enough detail to attract the reader’s attention and interest.

9. Retarget with ads on social media platforms

Staying top of mind for candidates and clients alike requires a persistent and diversified approach. Recognising that familiarity with your brand might take time to develop, it can be beneficial to employ retargeting tactics in addition to promoting your job opportunities or content to your email list.

Retargeting is a process where you use platforms like social media to reach people who have already interacted with your website. The idea here is to increase visibility and remind your audience about your services.

10. Optimise email templates for mobile devices

We live in an era where mobile devices have become a cornerstone of daily communication. Therefore, ensuring that your emails are designed to be as effective on a smaller screen as on a desktop is critical. Accordingly, recruitment agencies must optimise their email templates for mobile devices and computers.

This process involves checking and ensuring that text sizes are easily readable, images retain their quality and do not appear warped, and any visual assets align with the design you initially envisioned. 

These measures are crucial to providing a smooth and pleasant user experience regardless of the device on which your emails are read.

Email marketing FAQs for recruitment agencies

This section will tackle frequently asked questions concerning email marketing strategies for recruitment agencies. 

What are the best metrics to track the success of email campaigns?

Some of the best metrics to track the success of your email campaigns include the open rate and the click-through rate. These metrics provide vital insights into how well your recipients engage with your emails and how effective your email content is. 

How should email marketing strategies change for clients vs. candidates?

Email marketing strategies should be tailored to suit clients’ and candidates’ unique needs and interests. Your emails underscore the business value your agency brings to the table for clients. Highlight your expertise, successful placement records and unique solutions addressing their recruitment challenges. For candidates, you want to focus on the candidate care your agency provides, how you’ve helped place successful candidates and how you can help them. 

How long should my emails be?

The ideal length of an email can vary depending on its purpose and content. However, a general rule of thumb is to keep your emails concise and straight to the point. The recipient’s time is valuable and long emails can feel overwhelming. 

Is it better to include images in email campaigns?

Visual content can help break up large blocks of text, making your emails easier to read and more engaging. 

However, it’s crucial to strike a balance. Overloading your emails with heavy images can increase load times and potentially frustrate recipients, particularly if they’re viewing the email on a mobile device. So, use pictures strategically, ensuring they serve a purpose and do not compromise the accessibility or loading time of your email.

How should recruitment agencies follow up after an email is sent?

Recruitment agencies should implement a systematic follow-up strategy after an email is sent. Personalised and timely follow-up messages are crucial in maintaining engagement and momentum. 

Such emails can offer additional information, address any questions or concerns raised and reiterate the value proposition for the recipient. 

Moreover, these follow-up emails should provide a clear call-to-action (CTA) for further engagement or response, whether it be a prompt to apply for a job, a request to schedule a consultation or simply a nudge to reply with any queries. 

Get the most out of recruitment marketing with JobAdder

In conclusion, email marketing for recruiters is a powerful, efficient and accessible strategy to amplify a recruitment agency’s reach and impact. It allows you to target, engage and nurture your candidates, thereby enhancing the candidate experience and, in turn, boosting your placement success rates.

However, to maximise your recruitment marketing efforts, consider leveraging an ATS and CRM like JobAdder *nudge nudge*. JobAdder’s robust applicant tracking software and recruitment platform streamline the hiring process, empowering you to make more placements and grow your database.

If you’d like to learn more about how you can scale your recruitment agency with email marketing, marketing automation and the latest tech tools, download our free eBook now: How to scale your recruitment agency with marketing automation.

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