The Power of Cold Emailing For Recruitment Lead Generation.

There are multiple channels to market your recruitment organisation, and one of the fastest ways I have seen to get momentum going is emailing potential clients and candidates; even if they don’t know you. Yes you read that correctly, cold emailing works.

For many individuals who want to start their own recruitment company, the ability to market themselves will be a key factor in their growth.

Alongside choosing the right niche, the ability to sell and a hardworking attitude, it forms one of the key pillars of business success.

There are multiple channels to market your recruitment organisation, and one of the fastest ways I have seen to get momentum going is emailing potential clients and candidates; even if they don’t know you. Yes you read that correctly, cold emailing works.

Let’s assume you first have a couple of key foundations in place to ensure your cold emailing strategy will work;

  • a website that represents your new recruitment brand and,
  • an updated LinkedIn profile.

Why? In today’s online world the first thing people are likely to do if you cold email them is Google your brand and name, to check out if you are for real and could help them.

 

Does it really work?

On numerous occasions recruitment clients we have worked with have purchased a B2B database and had a ROI in six figures. One particular client bought a list for less than £600 and to date can track over £300k in direct business.

Another HR recruiter bought a small list of HR people and landed a client that generated over £20k within two months, and has since returned over six figures.

I’m making a point here that I hope is landing?

Email marketing works, provided you also do the work. It’s a recognised way to contact a fellow B2B professional. In the UK the current law around emailing state that we can send unsolicited emails business to business provided that there is an unsubscribe link somewhere in the email.

 

The upside of cold emailing

The simple truth is that emailing is a recognised form of B2B marketing. In today’s online world we are permanently attached to our PCs, tablets or smartphones and if we receive an email that resonates with us it’s likely to get opened.

An interesting statistic is that nearly 60% of companies that engage in email marketing find it effective. This is even more exciting as most people are ‘doing’ it wrong, especially when it comes to ‘cold’ emailing.

Send an email campaign (note- not a blast) to a targeted group consistently and then have a follow up process in place, and you will guarantee a return on your investment.

 

How to make cold emailing work

 

Targeting

Make sure the individuals you target, be that clients or candidates are your ideal target. If it is HR directors in finance or sales managers in software, ensure your message is aligned to what they need and their big issues. Sounds straightforward and yet who hasn’t received a random email totally unrelated to what they do? I know I have.

 

Personalise

I am sure we have all had emails from Mike in Mumbai offering us SEO services.

“Greetings of the day! I am Mike…

Now Mike is doing his job and that is sending out copy and paste emails. No understanding of what my pain is so that he could get a connection to make me even consider responding.

I am sure you have experienced these emails too, or is it just me?

Instead, some initial research about your target connection and what their challenges are could completely turn around what response you get when you start sending emails to prospective clients and candidates.

 

Use headings to your advantage

The easiest thing to do is use a headline that asks a question about something that is of value to the individual.

  • Or is short and to the point
  • Or uses an element of curiosity with a perceived benefit

As an example we ran one campaign a few years ago when we were testing providing website development as part of our offer (and this was to a cold list of emails).

The simple headline was.

Hi John, is your website attracting candidates and clients?

We sent it to 23 companies only. It was short and to the point and we had two spontaneous email replies asking for more details; one of whom still works with us to this very day.My pet peeve is that many people give up too soon. One email isn’t going to do the job. Unless you are replacing something that is broken, very little gets sold on the first contact point. As a general rule it’s likely to be after 5-9 points of contacts.

That is what you need to build into your plan. It’s likely that the person you are emailing might not have seen your initial email; it does happen, or that you need to communicate your message in a slightly different way to hit the spot. Having a campaign will solve the issue.

 

Use PASA

A magic formula that consistently works when it comes to marketing communication is known as PASA.

This involves taking about your client’s pain points, agitating the problem a little, in other words the impact of not solving the problem.

Then providing a solution and an option to take some action. Why does this work? Well you demonstrate to your reader that you understand their problem.

 

Don’t stop at one

My pet peeve is that many people give up too soon. One email isn’t going to do the job. Unless you are replacing something that is broken, very little gets sold on the first contact point. As a general rule it’s likely to be after 5-9 points of contacts.

That is what you need to build into your plan. It’s likely that the person you are emailing might not have seen your initial email; it does happen, or that you need to communicate your message in a slightly different way to hit the spot. Having a campaign will solve the issue.

 

Use a good purchased list

You might have your own list of contacts that you can use or you have decided to purchase an email list from a broker. If the latter is the case, ask for a sample and check it out. Depending on the quality and quantity expect to pay mid to high hundreds. There are many list brokers to choose from, hit Google or ask a friend. What next…

 

Take action

All too often people will read an article like this, find it useful and then not do anything about it. That isn’t you; is it? No I didn’t think so.

 

Best wishes

 

Denise

 

About Denise Oyston

Denise Oyston of Superfast Recruitment

Denise Oyston is one of the directors of Super Fast Recruitment an organisation that provides marketing training and services to high growth recruitment companies in the UK. Helping them increase their brand recognition, inbound leads and gross profit.

You can download her white paper here -> on 6 reasons why recruitment companies don’t generate inbound leads. Alternatively visit her website at www.SuperFastRecruitment.co.uk to access a range of resources.