| Email Marketing can be an effective tool for recruiting | | | | traditional forms of advertising. Email Marketing should |
| when used correctly. The number one rule is to only | | | | not be used as a replacement for regular snail mail. |
| send mailings to people that opt-in to your list. This | | | | Rather, it should be presented as an alternate method |
| means if you are recruiting job seekers then you | | | | of providing information to prospective applicants. A |
| should only send mailings to prospective applicants | | | | recent national survey of high school juniors found that |
| who choose to be contacted by employers. If you are | | | | 64% of respondents preferred to receive college |
| recruiting students for a college then you will want to | | | | information through the mail rather than email. College |
| only send mailings to students that provided their email | | | | bound students these days are much more interactive |
| address to a representative for future contact. You | | | | and less respondent to static forms of marketing |
| delegitimize your institution by sending unsolicited emails | | | | communication and language. They respond more |
| which hurts your recruitment and can be damaging to | | | | favorably to interactive forms of communication such |
| your credibility. | | | | as instant messaging, blogs, podcasts, personal emails, |
| The real advantage to using email marketing lies in | | | | and text messaging. If you do use email marketing |
| sending cost- effective, targeted mailings. Targeting | | | | then take advantage of personalization tags and |
| your mailings to specific demographics is especially | | | | sending filters so that your mailings are targeted to the |
| important when using email marketing for recruiting. | | | | demographic that you are reaching. |
| Your subscription forms for prospective recruits should | | | | A trap that many recruitment companies and job |
| include subscriber fields so that you can filter your | | | | boards using email marketing fall into is that they try to |
| mailing and send targeted newsletters to your | | | | cram too much information or irrelevant content about |
| subscribers. A subscription form targeting a job seeker | | | | different jobs in order to alert a reader's attention. This |
| may include all or some of the following: career field or | | | | will confuse and annoy your readers and your mailing |
| industry, level of experience, zip code, and education. A | | | | will be treated as junk mail. Subscribers want to know |
| form that you would use for recruiting college students | | | | how your email will benefit them so you should make |
| may include some or all of the following: GPA, major, | | | | the focus of your mailing clear and easy to understand. |
| school, college level, and zip code. There may very | | | | Focus on a single job, recruiting company or package |
| well be overlap here especially for career oriented | | | | and the design of your newsletter should follow the |
| educational institutions that attract a number of adults | | | | company image you are using to present the job or |
| looking to switch industries or receive job related | | | | job board to the job seeker. This is again a good |
| training. | | | | reason to ensure that your signup forms include lots of |
| A word of caution when using email marketing for | | | | fields, provided they do not overwhelm the job seeker, |
| recruiting younger college bound students as they tend | | | | so that you can use sending filters to send out |
| to be tech savvy and can be more resistant to | | | | targeted mailings. |
| marketing speak and tend to be less impressionable to | | | | |