The amazing thing about LinkedIn is that it allows you to connect one-on-one with nearly anyone in the world.
This has sadly led to the LinkedIn inmail becoming perhaps the most abused piece of communication ever.
Sadly, a few recruiters have ruined it for everyone. Candidates almost expect unsolicited inmails to be untargeted and spammy.
As a result, candidates are no longer interested in the majority of your messages. In fact, your inmails might even be seriously damaging your brand.
Here are 10 LinkedIn Inmail tips that you can use to change this and send your response rates through the roof:
1.Why are you sending the inmail in the first place?
Whenever you reach out to a candidate you don’t know, the goal should be to start a conversation. They (probably) don’t know who you are, and you’re trying to convince them why they should spend time talking to you.
This means you can’t just go in all guns blazing talking about your “opportunity”. You have to make a connection first,
Think about how receptive you are when you get a sales email out of the blue, pitching a product you’ve never heard of. You have no idea about the company, you don’t know the salesman and you don’t know how they got your email.
How many of you would reply? How many of you would even open the message?
You’re not going to seal the deal with your first message. It can be the first step towards making a great new hire or, if you get it wrong, it can be hugely damaging to your brand.
The goal should be to find out about the candidate’s career path and goals, introduce yourself and tell the candidate why you’re messaging them. These are the only KPIs at this stage.
When you find out a little more about their motivations, you can adapt your job pitch to fit their motivations and increase your chances of success.
2. Write an Inmail Subject line that doesn’t suck
As many as 35% of people will only open your message if the subject line resonates with them. Get this step wrong, and the candidate will never see your carefully crafted, witty message.
You need to strike a delicate balance between personal, (the recipient needs to think that your message was hand-crafted for them), and grabbing their attention.
Avoid generic subject lines like: “Job Opportunity at [Company]” and “New Role” – you can do better.
i) Keeping it personal
A personalised subject line is one of the easiest ways to convince a candidate that your message is just for them.
The simplest way to do this? Just mention the candidate’s name. This alone will increase your open rate by as much as 26%!
A subject line formula that we’ve found particularly effective is: “[Candidate Name: From [University or College] to [Company]?”
This is how this might look if Beamery were trying to hire me again: “Ben: From Oxford University to Beamery?”
This subject line works particularly well because it shows that you’ve taken the time to research their education.
Better still though is mentioning a mutual connection in your subject line. This increases your chance of getting a response by as much as 27%.
The reason for this is simple. The candidate may not have heard of you, but by mentioning a friend, colleague or acquaintance in the subject line you’re providing an endorsement of trust and giving them a reason to speak to you.
How much more likely are you to watch a film or visit a restaurant that a friend has endorsed? That seal of approval makes a huge difference to your decision-making process.
You can tap into that same impulse to get more opens and replies by mentioning mutual connections in your LinkedIn Inmails.
ii) Keeping it short and direct
Inmail subject lines should be as direct as possible.
You need to state exactly why the recipient should open the message in as few words as possible. If you’re wondering how many words is ‘perfect’, take a look at ubject line lengths and their corresponding open and click rates: