You Sourced the Perfect Candidate, Now Get Them to Respond
Post on 06-Jan-2017
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© 2016 SmashFly Technologies1
Sr. Talent Manager
OpenView Venture Partners
Opportunity Consultant
SmashFly
© 2016 SmashFly Technologies2
Meghan Maher Danny Halloran
Senior Talent Manager
OpenView Venture Partners
Opportunity Consultant
SmashFly Technologies
© 2016 SmashFly Technologies4
• Two journalists sent cold emails to 1,000 C- and VP-level executives at Fortune 500 companies
• The open rate was pretty high – 45.4%
• However, the response rate was just 1.7%
• Cold outreach is tough!
© 2016 SmashFly Technologies6
• Hacks for boosting response rate
• Candidate nurture, and how it will make your sourcing strategy more effective
• Metrics that show nurture is working
© 2016 SmashFly Technologies10 © 2016 SmashFly Technologies10
• The key to personalization: find a trigger.
• What is a trigger?
© 2016 SmashFly Technologies11 © 2016 SmashFly Technologies11
• The key to personalization: find a trigger.
• What is a trigger?
© 2016 SmashFly Technologies12 © 2016 SmashFly Technologies12
• The key to personalization: find a trigger.
• What is a trigger?
– It’s what triggered your interest
in the candidate
• Examples:
– Quote from LinkedIn
– Recent article or presentation
– Boolean search
– Shared personal connection
© 2016 SmashFly Technologies14 © 2016 SmashFly Technologies14
• A quick run-down of best practices:
– Keep it under 30 characters
– Personalized subject lines are 22.2% more likely to opened
• Tie in your trigger!
– 61.8% increase in opens when the word “alert” is usedSource: Adestra
© 2016 SmashFly Technologies15 © 2016 SmashFly Technologies15
• A quick run-down of best practices:
– The top five subject lines in a recent study all included “Re:”
– Emails with no subject line were opened 8% more than those with a subject line.
– Urgency and exclusivity are your friends!
– Honest & transparency usually win out.
Source: Email Institute
Source: Sidekick
© 2016 SmashFly Technologies16 © 2016 SmashFly Technologies16
• A quick run-down of not-so-great practices:
– Emails with “you” in the subject line were opened 5% less.
– Emails with “quick” in the subject line were opened 17% less.
– Words to avoid: Opportunity, Congratulations, Work from Home
Source: Sidekick
© 2016 SmashFly Technologies19 © 2016 SmashFly Technologies19
™
1st line introduces the trigger or quotation.
2nd line contains the relevant value proposition.
3rd line is a call to action.
© 2016 SmashFly Technologies20 © 2016 SmashFly Technologies20
• M. J. Hoffman, Why You Why You Now ™
• Makes sure candidates don’t miss the point, and are directly drawn to your call to action.
• How to make your own:
– Why You: Your trigger
– Why You Now: Connect relevant value prop to your trigger
– Call to Action: Next steps you want them to take
© 2016 SmashFly Technologies22 © 2016 SmashFly Technologies22
• 44% of salespeople give up after one follow-up; 80% of sales require at lease five follow-ups Source: HubSpot
© 2016 SmashFly Technologies23 © 2016 SmashFly Technologies23
• 44% of salespeople give up after one follow-up; 80% of sales require at lease five follow-ups
• Touchpoint Model – A scheduled cadence of emails and calls
Source: HubSpot
© 2016 SmashFly Technologies24 © 2016 SmashFly Technologies24
• 44% of salespeople give up after one follow-up; 80% of sales require at lease five follow-ups.
• Touchpoint Model – A scheduled cadence of emails and calls.
• Test different cadences, and see what works for you
Source: HubSpot
© 2016 SmashFly Technologies25
C o n v e r t m o r e c a n d i d a t e s i n t o a p p l i c a n t s ,
a n d e v e n t u a l l y , q u a l i f i e d h i r e s
© 2016 SmashFly Technologies26
What is nurture?
Communicating to the right candidate with the right message at the right time.
Nurture is what, how and when you will communicate with your sourced candidate leads to keep them
warm and grow their interest in your organization so they may eventually apply or opt out.
© 2016 SmashFly Technologies27
When does nurture start?
Nurture starts when a candidate is sourced by your team or opts into your talent network and gives you
permission to communicate with them during the next several stages of the candidate journey.
© 2016 SmashFly Technologies28
1. Target and personalize your messaging to interested leads based on information they give you and their actions with your content.
2. Drive leads through the candidate journey, from awareness to application.
3. Find the right candidates for the right opportunity without sourcing from scratch.
© 2016 SmashFly Technologies29 © 2016 SmashFly Technologies29
“I find people, sure. But like all good consumers, they want a comparison, and easily with the change in the job market, they find one. So why will they choose your company? What will make it stand out? It’s all about the wooing. The engagement. The experience. That is the most important part of recruiting right now.”
– Kelly Dingee, Fistful of Talent
© 2016 SmashFly Technologies34
• Segmenting by job family
• Talent networks
• Application reminders
• Increase chance of converting to applicant and quality hire later
© 2016 SmashFly Technologies37
• If you can’t measure it, how do you know it’s working?
• Response rate, open rate
© 2016 SmashFly Technologies38
• If you can’t measure it, how do you know it’s working?
• Response rate, open rate
• # of applicants, # of hires
© 2016 SmashFly Technologies39
• If you can’t measure it, how do you know it’s working?
• Response rate, open rate
• # of applicants, # of hires
• Test, test, test!
© 2016 SmashFly Technologies40
• If you can’t measure it, how do you know it’s working?
• Response rate, open rate
• # of applicants, # of hires
• Test, test, test!
• Historical data & benchmarks
© 2016 SmashFly Technologies41 © 2016 SmashFly Technologies41
• Recruitment marketing and nurture should work for you to influence the candidates you source to actually apply.
• Hacks to boost your response rate
• How to automate nurture
• Metrics for success
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