How To Execute Recruiting Contact Campaigns

In my last post, I discussed types of recruiting contact campaign approaches; this week, I’ll discuss turning that initial approach into real recruiting action, along with some tips and tricks for turning contacts into candidates.  Like any campaign, it’s important to have a defined timeline against which to execute.  Here’s an example of a formula I’ve used, although it’s important to feel free to experiment to see which recruiting contact campaign timeline works best for you, since the optimal timeline can vary from recruiter to recruiter, and even project to project.

Recruiting Contact Campaign: Sample Timeline

Day 1: E-Mail 

Day 2: Phone Call and SMS or social media message

Day 3: Do Not Contact

Repeat up to 3 times

This process can be repeated up to three times before you should consider ceasing contact campaigns – but remember to cease immediately (for the time being at least) if the candidate requests you do so.

4 Basic Messages for Successful Recruiting Contact Campaigns

If your campaign approach succeeds in its goal of establishing contact, it’s imperative to have a well-crafted message that clearly presents your employer value proposition or the benefits the opportunity offers.  Here are 4 basic messages you should try to convey after contacting a candidate:

1.  What We Need: What you can do for us- that standard we have a job you look like a fit for

2. What We Offer: What we can do for you-major sell about the position, the company, benefits all slated around what the company can do for the person

3. Who You Know: You’re an expert in the field and I would love to talk to you to learn, lets talk-designed to get them to talk with you, the goal, them being interested, referrals, connections. This method, combined with approach/plan above and if done right has yielded 65% return.

4. What You Should Do: Inviting to an event

Recruiting Contact Campaigns: Goals & Outcomes

By definition, every campaign must have a goal or intended outcome – and as we’ve seen, the end plays a huge factor in determining the means. Here are some of the most common outcomes created by effective contact campaigns:

  1. Interest from the prospective candidate in the position or career opportunities with your company (or, for third party recruiters, keeping communications open for future conversations).
  2. Generating referrals, new connections or warm leads from the prospective candidate
  3. Building engagement on other platforms, like connecting with them on LinkedIn, following them on Twitter or getting them to join your talent network.

Achieving any of these results means your contact campaign has succeeded.  At best, you’re able to contact a qualified, interested and available candidate directly. At worst, you’ve at least created a new connection – and gotten connections to their connections.  On professional networks, that generally means that they’re connected to at least a few people with the same kinds of experience and qualifications that made you reach out to begin with. A good Java developer has probably worked with or knows good Java developers, for example – and a successful contact campaign can open the door for referral success.

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