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June 17, 2024

How to use email marketing in recruitment

John Kim
Co-founder @ Paraform

Attracting top candidates requires a multi-pronged approach. While job boards remain a mainstay, email marketing offers a powerful tool to nurture relationships and convert potential hires into excited team members.

But how do you craft emails that resonate with candidates and stand out in their inboxes?

Let’s go over it.

Why Email Marketing matters in Recruitment

Email marketing allows recruiters to reach candidates directly, providing a personal touch that can significantly impact their decision-making process.

Here are some key benefits:

  • Direct Communication: Engage candidates in a more personal and direct manner.
  • Nurture Relationships: Build and maintain relationships over time.
  • Targeted Outreach: Send tailored messages to specific segments of your audience.
  • Cost-Effective: Reach a large audience at a relatively low cost.

Steps to winning candidates through Email Marketing

1. Build a Quality Email List

Collect Email Addresses

  • Career Fairs and Events: Collect email addresses from candidates at career fairs, industry events, and networking sessions.
  • Website Sign-Ups: Use your website to encourage sign-ups for job alerts, newsletters, or exclusive career content.
  • Social Media: Promote email sign-ups through your social media channels.

Segment Your List

Segment your email list based on criteria such as industry, job function, experience level, and geographic location.

This allows you to tailor your messages to specific groups, increasing relevance and engagement.

2. Craft Compelling Subject Lines

Be Clear and Concise

Your subject line should be clear and to the point, providing enough information to pique the recipient’s interest.

Example: “Exciting Software Engineer Opportunity at [Company Name]”

Personalize When Possible

Personalization can increase open rates by making the email feel more relevant to the recipient.

Example: “[Recipient’s Name], Your Next Career Move in Marketing”

Create a Sense of Urgency

Urgency can prompt immediate action from recipients.

Example: “Last Chance to Apply for Our Marketing Manager Role”

3. Write Engaging Email Content

Personalize the Greeting

Start your email with a personalized greeting to make the recipient feel valued.

Example: “Hi [Recipient’s Name],”

Provide Value

Offer valuable information that addresses the recipient’s needs and interests, such as job openings, career advice, or industry insights.

Example: “We have an exciting opportunity for you as a Senior Developer at [Company Name]. This role offers extensive growth opportunities and the chance to work on cutting-edge projects.”

Include a Clear Call to Action (CTA)

Your email should have a clear and compelling CTA, guiding the recipient on what to do next.

Example: “Interested? Click here to apply now!”

4. Optimize for Mobile Devices

Mobile-Friendly Design

Ensure your emails are optimized for mobile devices, with responsive design and easy-to-click links.

Short and Scannable Content

Keep your content concise and scannable, using bullet points and short paragraphs to make it easy to read on small screens.

5. Maintain Consistent Communication

Regular Updates

Send regular updates to keep candidates informed about new job openings, company news, and industry trends.

Example: “Stay Updated: Our Latest Job Openings and Company News”

Follow-Up Emails

Don’t hesitate to send follow-up emails to candidates who haven’t responded. A gentle reminder can often prompt action.

Example: “Just a Reminder: Your Application for [Job Title] at [Company Name]”

6. Leverage Automation Tools

Email Automation

Use email marketing tools to automate your campaigns, ensuring timely and consistent communication with your candidates.

Drip Campaigns

Implement drip campaigns to nurture candidates over time, gradually building a relationship and keeping your company top of mind.


  • Email 1: Introduction and job opportunity
  • Email 2: Company culture and benefits
  • Email 3: Reminder to apply

7. Measure and Optimize Performance

Track Key Metrics

Monitor key email marketing metrics such as open rates, click-through rates, and conversion rates to understand the effectiveness of your campaigns.

A/B Testing

Conduct A/B testing on subject lines, email content, and CTAs to determine what resonates best with your audience.

Example: Test “Join Our Team: Apply Now” vs. “Your Next Career Opportunity Awaits”

Feedback and Continuous Improvement

Collect feedback from candidates on your email communication and continuously improve based on their suggestions.

Examples of effective Recruitment Emails

Job Opportunity Email

Subject: “Join Our Innovative Team: Software Engineer Position Open”

Body: “Hi [Recipient’s Name],

We are excited to inform you about an opening for a Software Engineer at [Company Name]. If you are passionate about technology and looking to work on groundbreaking projects, we would love to hear from you.

Apply now to be a part of our dynamic team.

Best regards, [Your Name] [Your Job Title] [Company Name]”

Follow-Up Email

Subject: “Reminder: Don’t Miss Out on This Exciting Opportunity”

Body: “Hi [Recipient’s Name],

We noticed you haven’t applied yet for the Software Engineer position at [Company Name]. We believe you would be a great fit for our team and don’t want you to miss out on this fantastic opportunity.

Apply now before the deadline approaches!

Best, [Your Name] [Your Job Title] [Company Name]”

Company Culture Email

Subject: “Discover Why [Company Name] Is the Place for You”

Body: “Hi [Recipient’s Name],

At [Company Name], we believe in fostering a collaborative and inclusive work environment. Our employees enjoy:

  • Competitive salaries and benefits
  • Opportunities for professional growth
  • A supportive and innovative culture

Learn more about our company values and see why [Company Name] could be your next career home.

Best, [Your Name] [Your Job Title] [Company Name]

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