How to Target Your Messages for Better Engagement


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As a recruiter or hiring manager, you are in constant communication with a variety of candidates. If you’re a smart recruiter, you’re making sure you tailor each of those messages based both on the type of position and the person receiving it. An entry-level help desk position should require different messaging than a senior level program management position. Here are a few tips and sample messages to consider:

  1. All messages should sell the mission.
    When it comes to what compels a candidate to move - salary and mission are the main drivers. Make sure your message includes something to get the candidate excited about the opportunity
  2. Make your contact information available.
    If you’re contacting a candidate via email, phone or text, let them know where you found them and why you’re contacting them. Make sure you give them multiple ways to follow up.
  3. Don’t be obtuse.
    Candidates get that some level of discretion is required in government contracting, but if your message is very vague, it will likely be considered spam.

When it comes to differentiation, here are a few areas where it is useful to differentiate between age groups:

  • Order of contact: A mid-to-senior level professional should generally always get a phone call before an email. In general, don’t text candidates until you’ve already established a relationship or gotten a response. If recruiting younger professionals, you may be able to text first – but don’t spam. Only text if you think you have the perfect position for the perfect candidate, and mean it.

  • Benefits listed: In general, mid-level and senior level professionals are more interested in health benefits, retirement savings plans and paternity leave programs. Entry-level professionals are likely more interested in college tuition reimbursement, professional development and continuing education. Make sure benefits and company culture are sold for all positions, but adjust what you highlight based on the candidate.