招聘电子邮件营销：重要性、模板和策略

已发表: 2021-12-24

让我们从一个事实开始：“邮寄和祈祷”的日子已经一去不复返了。

当今的人才市场竞争激烈，候选人甚至在考虑申请之前就对您的公司进行了广泛的研究。

为了寻找、吸引和说服候选人，现代招聘人员必须履行通常的招聘职责，同时利用高级营销专家的工具——从交互式登录页面到社交媒体再到搜索引擎优化。

与其他工具相比，电子邮件营销在此过程中证明了自己是强大的“秘密武器”。 尽管其（相对）悠久的历史，电子邮件营销与以往一样重要，每天发送超过 2900 亿封电子邮件。

问题是：你怎样才能脱颖而出并抓住你的梦想候选人的注意力？

通过向您展示招聘电子邮件营销活动的重要性、模板和策略，这篇博文可以帮助您找到答案。 让我们一起探索吧！

为什么电子邮件营销对招聘人员很重要？

让我们阅读以下统计数据：

  • 电子邮件营销在获得新客户方面的成功率实际上是 Facebook 和 Twitter 加起来的 40 倍。
  • 您从电子邮件活动中获得点击的可能性是从推文中获得点击率的 6 倍。
  • 细分和有针对性的电子邮件为企业带来了 58% 的收入。
  • 42% 的 B2B 组织认为电子邮件是针对新客户最有效的潜在客户之一。

仅这些统计数据就是将电子邮件营销纳入您的招聘流程的重要原因。 此外，我们都知道，使用电子邮件营销进行招聘和招聘可以让您瞄准有资格获得职位空缺的潜在候选人。 无论他们是主动求职者还是被动求职者，您都可以通过合适的电子邮件吸引、培养并将他们转化为求职者。

然而，许多 HR（人力资源）团队尚未考虑或有效执行电子邮件营销活动，通常继续采用过时的手动方法。 这些未能消除噪音并达到他们的目标受众。 这种失败可能对组织的招聘工作造成极大的破坏，并且确实是对潜力的浪费。

5个基本的招聘电子邮件模板

请遵循下面的 5 个招聘电子邮件模板，让候选人在整个招聘过程中了解情况并参与其中。

1. 采购电子邮件模板

当您第一次接触潜在客户时，请明确您的方法。 发送外展电子邮件时，您的主要目标是脱颖而出并切入正题。

#1。 第一次接触采购电子邮件

只有在您彻底研究过潜在候选人后，才能向他们发送外展电子邮件。 查看他们的个人资料并审查他们的初步资格。 此外，请记下您可以包含在电子邮件中的个人详细信息。 请记住，个性化是吸引候选人申请的关键。

因为您与该候选人没有任何关系，所以您不能指望他们会阅读您的冗长电子邮件。 相反，请仅使用最重要的信息来保持您的信息简短而甜美。

以下是您可以如何编写首次接触采购电子邮件的方法：

 Subject Line: Job Opportunity - [JOB TITLE] Role at [YOUR COMPANY NAME] Hi [CANDIDATE's FIRST NAME], I came across your profile on [WHERE YOU FOUND THEM], and wanted to reach out regarding a unique opportunity. I'm working for [YOUR COMPANY NAME] and we are looking to hire a [JOB TITLE]. I think your experience in [SKILL/ FIELD] is a great fit for this role. If you are interested, I'd love to connect. So, would you be available for a phone call on [DATE & TIME]? I'm looking forward to hearing from you soon. Best, [YOUR NAME] [YOUR EMAIL SIGNATURE]

#2。 二次接触采购电子邮件

这封电子邮件的目的是联系过去没有收到或接受您的报价的杰出候选人。 在您要求他们重新申请您的组织之前，将他们的资格与候选人角色进行比较，以确保他们非常适合。

由于您已经与候选人建立了关系，因此请尝试尽可能个性化电子邮件。 这将表明你真的很重视他们作为个人贡献者，而不仅仅是一堆简历。

以下是编写第二次接触采购电子邮件的方法：

 Subject Line: A New Job Opportunity at [YOUR COMPANY NAME] - [JOB TITLE] Hi [CANDIDATE's FIRST NAME], I hope this email finds you well. I know you applied to our [PREVIOUS POSITION] back in [MONTH or YEAR]. While we then went in a different direction, we kept you top of our mind. A [JOB TITLE] role just opened up at our company and given your profile, I think you'd be a great fit. I would love to reconnect, discuss the role, and hear about what you have been up to since we last spoke. So, would you be available for a phone call on [DATE & TIME]? I'm looking forward to hearing from you soon. Best, [YOUR NAME] [YOUR EMAIL SIGNATURE]

2. 面试邮件模板

面试过程有几个阶段，候选人应了解每个阶段的状态。

#1。 面试邀请邮件

面试邀请电子邮件是让候选人对机会感到兴奋的重要一步。

理想情况下，您应该至少提前几天通知候选人，具体取决于您是亲自进行面试、虚拟面试还是通过电话进行面试。 对于抢手职位的顶尖人才，请尽快与他们交谈。

以下是编写面试邀请电子邮件的方法：

 Subject Line: [YOUR COMPANY NAME] Interview Availability Hi [CANDIDATE's FIRST NAME], Thank you a lot for applying to the [JOB TITLE] role at [YOUR COMPANY NAME]. After reviewing your application, we're excited to move forward with the interview process. We'd like to schedule a [INTERVIEW FORMAT] with [INTERVIEWER] - [INTERVIEWER'S JOB TITLE] at [YOUR COMPANY NAME]. The interview will last about [LENGTH OF INTERVIEW]. Are you available on [DATE & TIME]? Please directly reply to this email and let me know if you're available at that time. Best, [YOUR NAME] [YOUR EMAIL SIGNATURE]

#2。 面试确认邮件

安排面试后，向候选人发送一封确认电子邮件，以重申设定的时间、地点和详细信息。

以下是编写面试确认电子邮件的方法：

 Subject Line: [YOUR COMPANY NAME]: [INTERVIEW FORMAT] Interview Confirmation Hi [CANDIDATE's FIRST NAME], We've confirmed your [INTERVIEW FORMAT] interview with [INTERVIEWER] on [DATE & TIME]. To give you a sense of what to expect, below is a brief agenda for the next interview: [INTERVIEW AGENDA] During the interview, you should plan to discuss your expertise in [TALKING POINTS]. We are looking forward to meeting you soon! You can find the interview details within the calendar event invitation. Should you have any questions in the meantime, don't hesitate to reach out. FOR IN-PERSON INTERVIEWS Our office address is [ADDRESS]. Please check in at the front desk when you arrive. Our office dress code is [DRESS CODE], but please wear whatever you are most comfortable in. FOR PHONE/ VIDEO INTERVIEWS Here's the [PHONE NUMBER/ MEETING LINK]. To enter the meeting room, please use this code: [ACCESS CODE]. Best, [YOUR NAME] [YOUR EMAIL SIGNATURE]

#3。 面试跟进邮件

如果是你非常感兴趣和兴奋的人，不要在面试后等太久才跟进。 向他们展示你的兴趣，然后鼓励他们在一次精彩的面试后跟进，与你的公司保持联系。

以下是撰写面试后续电子邮件的方法：

 Subject Line: [YOUR COMPANY NAME] Interview Follow-Up Hi [CANDIDATE's FIRST NAME], Thank you a lot for taking the time to speak with us about the [JOB TITLE] role. [INTERVIEWER] was very impressed by your experience. We believe you'll become a good fit for the position and a strong addition to our growing [DEPARTMENT TEAM] at [YOUR COMPANY NAME]. We'll be completing interviews this week, and you can expect to hear from us within [TIME FRAME]. Thank you once again for your time. It was such a great pleasure to get to know you better! Best, [YOUR NAME] [YOUR EMAIL SIGNATURE]

3. 拒绝邮件模板

谈到采访，没有消息不是好消息。 让候选人知道他们不再被考虑担任您的公开职位，这是尊重他们的时间，并改善他们的经验。

以下是您编写拒绝电子邮件的方法：

 Subject Line: Your Application for [JOB TITLE] position at [YOUR COMPANY NAME] Hi [CANDIDATE's FIRST NAME], Thank you a lot for applying to our [JOB TITLE] role and for speaking to us about your experience. We highly appreciate your interest in [YOUR COMPANY NAME]. We were so fortunate to have a strong group of candidates, and we regret to inform you that we've decided to pursue a more experienced candidate for this position. [CONSTRUCTIVE FEEDBACK] We'll keep your resume on file and reach out if we think you would be a good fit for other roles if they become available. We hope you'll stay engaged with us on [LINK TO YOUR SOCIAL PAGES] and keep an eye on our career page [LINK TO YOUR CAREER PAGE] for future opportunities that may be a better fit. We highly appreciate your time and consideration of [YOUR COMPANY NAME]. All the best, [YOUR NAME] [YOUR EMAIL SIGNATURE]

4.工作机会电子邮件模板

如果您准备向顶级候选人提供报价，那么它必须是完美的。 如果您已通过电话提出口头报价，请稍后通过电子邮件发送正式的报价信。

以下是您如何撰写工作邀请电子邮件的方法：

 Subject Line: [YOUR COMPANY NAME]: Enclosed Is Your [JOB TITLE] Offer Letter Hi [CANDIDATE's FIRST NAME], It's my pleasure to offer you the position of [JOB TITLE] at [YOUR COMPANY NAME]! We were extremely impressed by you during the interview process, and we're excited to have you join our company. We believe your skills as well as experience will make an excellent addition to our [DEPARTMENT] team. Please thoroughly review the following offer details. Position This position is a [FULL-TIME/ PART-TIME/ TEMPORARY] role as [JOB TITLE] at [YOUR COMPANY NAME]. In this position, you'll report to the direct manager in [DEPARTMENT]. As a [FULL-TIME/ PART-TIME/ TEMPORARY] staff, the position requires [HOURS/ WEEK]. Your working hours will be [START - END TIME] with a [30-MINUTE/ HOUR] break for lunch. Your first working day will be [MONTH DAY, YEAR]. Compensation [YOUR COMPANY NAME] will compensate you [DOLLARS] per [HOUR/ WEEK/ MONTH/ YEAR] for the stated position. Benefits As an employee of [YOUR COMPANY NAME], you'll receive the following benefits: [LIST OF BENEFITS] In addition to these benefits, [YOUR COMPANY NAME] is also proud to offer [LIST OF PERKS]. Attached is your full offer letter. Please sign it to indicate your acceptance and agreement of the offer, and email it back to me by [DATE]. We are looking forward to welcoming you to the [COMPANY NAME] team. Should you have any questions regarding the attached offer, please contact me directly at [PHONE NUMBER]. All the best, [YOUR NAME] [YOUR EMAIL SIGNATURE]

5. 入职电子邮件模板

通过帮助员工为工作的第一天做好准备，继续您出色的候选人体验。

以下是编写入职电子邮件的方法：

 Subject Line: [YOUR COMPANY NAME]: Your Onboarding and First Day Details Hi [CANDIDATE's FIRST NAME], We are looking forward to your first working day at [COMPANY NAME]. To help you prepare, below is some essential information about what you can expect: Your Arrival Please arrive no later than [TIME] at [COMPANY ADDRESS]. When you arrive, please check in with the receptionist to receive your temporary ID badge. You'll be given an official badge after your start date. Your Agenda Attached is an agenda for your first working day. It's subject to change slightly but that's a good indicator of whom you will be meeting with. Documents/ ID to bring Please bring along the following forms of identification with you: [LIST OF DOCUMENTATION]. What to Wear As you know clearly from the interview, our office dress code is [DRESS CODE]. Lunch Most employees eat lunch in the company, and there are some food options close by, including: [LUNCH OPTIONS]. Your onboarding plan Attached is an overview of what your onboarding will include over the next [TIME FRAME]. Your direct manager will review it in more detail with you during your first working week. Should you have any questions, don't hesitate to ask. We are excited to have you on the team. Welcome aboard! All the best, [YOUR NAME] [YOUR EMAIL SIGNATURE]

您应该注意的5种招聘电子邮件策略

我们汇总了 5 种久经​​考验的策略，可帮助您顺利招聘流程。

1. 确定您的受众并相应地进行细分

发送电子邮件首先要确定您的特定受众和电子邮件的目标。

你的候选人目前的工作概况是什么？ 他们与哪个行业有关？ 您是否需要向他们介绍您的产品或通知他们任何职位空缺？

一旦您确定了目标受众并为您的电子邮件设定了明确的目标，就该细分您的受众了。 细分您的列表意味着将您现有的电子邮件列表分成更小的块。 您将根据共同特征将订阅者分组在一起。

招聘电子邮件最常见的部分可以是以下任何一种：

  • 行业
  • 职称
  • 经验水平
  • 地点

在更精细的细分市场中细分受众时，您将更有可能为他们提供量身定制的内容。 如果您觉得缺乏所需的技能，您可以随时申请各种校对服务，例如提供量身定制的内容的论文写作服务。 这将大大提高您的电子邮件打开率并降低退订率。

2. 个性化您的电子邮件

群发电子邮件经常令人讨厌。 人们想要阅读专门为他们制作的电子邮件。 这就是为什么您应该在发送电子邮件时使用个性化。

但是，将电子邮件个性化给未曾合作过的人可能会很棘手。 如果候选人被推荐，您可以提及推荐人告诉您的信息（就像我们在上面所做的那样！）。 如果您对给某人发电子邮件完全冷淡，请研究他们。 您可以利用社交媒体网络（例如使用 LinkedIn 作为招聘工具）来研究您的候选人以了解他们。

要个性化您的电子邮件，请先使用候选人的姓名。 然后，您可以参考其他信息，例如他们的职位、技能和兴趣。

3. 保持简单明了

如果您希望您的招聘电子邮件能够获得结果，您应该保持它们清晰易懂。

人们经常无意中写出难以理解的电子邮件。 这可能是因为它们包含行话或遗漏了重要细节。

第一个原因是知识的诅咒。 当您身处某个行业或与某个特定组织工作多年时，很容易将您熟悉的某些术语和短语视为理所当然。 大多数工作都有自己的特定词汇，但它们与其他任何人都是不同的语言。

第二个原因来自于写作给人留下深刻印象，而不是告知。

许多招聘人员试图通过扩大词汇量来炫耀他们有多聪明。 不幸的是，当您试图与潜在的新兵建立联系时，这通常效果不佳。

所以，这里的重点是让事情简单明了。 研究表明，写到三年级阅读水平的电子邮件更有可能得到回复。

4. 优化移动端

今天的大多数电子邮件都是在手机和其他手持设备上打开的。 因此，确保您的电子邮件模板在移动设备上打开时看起来正确至关重要。

这意味着：

  • 您的主题行应该足够紧凑以适应移动设备的标准视图
  • 您的电子邮件副本的字体大小应该足够大，可以从一臂的距离上辨认出来
  • 您的 CTA 按钮应该足够清晰，可以用拇指点击

让我们看一下Freelancer的示例。 他们将电子邮件副本分成不同的段落，电子邮件地址是不同的颜色，一眼就能区分。

5. 充分利用您的签名

当你写一封电子邮件时，重要的是要让每一个字都有意义。 这就是为什么对您和您的组织进行冗长的介绍会弄巧成拙。 不过，您可以通过充分利用您的签名说很多话。

首先，始终通过包括您的姓名和职位来表明自己的身份。 从明确识别的人那里接收电子邮件会使其更加个性化并促进参与度。 通过给他们一个可以在 Google 上搜索的名称，您更有可能给人留下深刻印象。

此外，您可以使用您的电子邮件签名链接到相关信息（即“关于”页面或 LinkedIn 个人资料），如果他们愿意，他们可以在其中了解更多信息。

最后，您可以简要介绍您的公司，或许可以突出价值主张。

例如：

Lily Nguyen 招聘负责人 @ AVADA Commerce 顶级营销自动化平台

底线

从电子邮件营销开始并不难。 而且只需要一点时间就可以习惯所有可用的花里胡哨。 一旦您掌握了发送相关电子邮件并进行定期跟进的能力，您就可以从电子邮件本身管理您的招聘和招聘流程。

我们希望我们的帖子对您​​有很大帮助！ 如果您对电子邮件营销有任何疑虑，请随时与我们联系。 谢谢阅读！