Sometimes recruitment email marketing can feel like a lottery. You spend hours finessing the perfect email, hit send and then…nothing. Tumbleweed and zero response from your audience. But it doesn’t have to be this way. Studies show that when done right, email marketing is 40 times more effective than Facebook and Twitter combined. So how can you leverage candidate marketing emails to improve talent engagement?
In a recent webinar with Lockheed Martin’s Talent Engagement Strategist, Marvin Smith, explained that prompting an emotional response was the secret sauce of their recruitment marketing campaigns. This makes sense and is supported by a wealth of scientific study that demonstrates that we make instinctive decisions much quicker than considered actions.
Choose The Right Moment to Engage Talent
Your first opportunity to trigger a gut response comes before you even put pen to paper. Lockheed Martin starts by identifying when prospects would be most receptive to a career change. This could coincide with a birthday or a work anniversary, or at times of career stagnation, all of which can be easily established and scheduled with Avature CRM.
They then craft messaging that will resonate at these times. For example, one of their principal recruitment marketing
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