Recruiting Email Outreach: 2025 Best Practices
Level up recruiting email outreach! Discover 2025's best practices, benchmark data, and tips. Craft messages that get replies and avoid the spam folder.
Let's be honest, sending recruiting emails can sometimes feel like shouting into the void. You craft what you think is the perfect message, tailor it to the candidate, hit "send," and… wait. And wait. The silence can be deafening, and those low response rates? Incredibly discouraging. It's easy to feel like your emails are getting lost in a sea of spam, never to be seen by the amazing candidates you're trying to reach.
But here's the thing: Email is still a powerhouse for recruiting, even in 2025. Despite the rise of social platforms and other channels, most candidates still prefer to hear about job opportunities through email.
The trick isn't to abandon email; it's to master it. And that's what this article is all about. Every week, I read several reports that people from my network are sharing or interacting with; last week, one report caught my eye because this report from Gem gives an overview of what is working in email marketing for recruiters. I will give you several of my tips and findings as well.
But I am not going to talk about magic formulas or quick fixes. Instead, I'll dive deep into the data-backed strategies that will help you craft compelling emails, optimize your timing, personalize effectively, and – most importantly – build real connections with the candidates who are the right fit for your roles.
Understanding the Current Landscape
Before we jump into specific tactics, let's take a moment to understand where we are in the recruiting world. Things are constantly changing, and 2025 is no exception.
The Shifting Candidate Market:
You've probably noticed a shift. We moved away from the intensely candidate-driven market of the past few years. What does this mean for your email outreach? Well, it suggests candidates might be more open to hearing from you, but don't get too comfortable! The competition for top talent (who might not be looking for a job) is always going to be fierce. It just means your approach needs to be even sharper. The Gem report shows interesting data, open rate is 76.8% and Reply rate 22.6%. I'm sure your response rates will vary since they depend on your country and industry.
The Spam Perception: When Does a Follow-Up Become Too Much?
This is the million-dollar question, right? How many emails are too many? We've all heard advice about sending 3, 4, or even 6 follow-up emails in a sequence. Some companies even claim that the last email in a long sequence gets the highest response rate. But let's be honest – are those responses always positive?
I'll share a personal perspective: For me, the third email is usually where I start to feel like I'm being spammed. If I haven't responded by then, chances are I'm not interested, and more emails just become annoying.
And that's the crucial point. It's not enough to just track any response. You need to track genuine interest. Are people replying to say "Yes, let's talk," or are they replying to say "Please stop contacting me"? The Gem report shows that while 22.6% of email sequences get some kind of reply, only 12.1% result in an "interested" reply. That's a big difference!
It tells us that a lot of those "responses" might just be polite (or not-so-polite) ways of saying "no thanks." So, challenge that conventional wisdom about endless follow-ups. Your own data is your best guide. Track your quality responses, not just the quantity.
How Many Emails to Send and When to Send Them
Alright, let's tackle two of the biggest questions in recruiting email outreach: How many emails should you send in a sequence, and when is the best time to send them? There's a lot of conflicting advice out there, so we'll cut through the noise and focus on what the data tells us.
The "Right" number of emails: Quality Over Quantity
I've already touched on the "spam" factor, and it's crucial to keep that in mind. While some advocate for long sequences (5, 6, or even more emails), the Gem report suggests a more focused approach. Their data indicates that a 4-stage sequence often hits the sweet spot.
These sequences receive double the replies than one-off emails, and they achieve nearly 68% higher "interested" rates.
But – and this is a big "but" – engagement tends to flatten after that fourth email. In other words, sending a fifth, sixth, or seventh email is unlikely to get you a positive response. It might even damage your reputation with the candidate. So, while follow-ups are essential, more isn't always better. Focus on crafting those first four emails to be as compelling as possible.
Data-driven timing: When to hit "Send"
Timing matters. Think about your own email habits. When are you most likely to open and read a message? The Gem report provides some valuable insights into optimal send times:
The first hour is crucial: 50% of candidates will open your email within the first hour of it being sent. That highlights the importance of timing! The longer it sits in their inbox, the less likely they are to see it.
Standard working hours are solid: Open rates remain fairly steady during typical work hours (roughly 9 am to 5 pm). This makes sense – people are often checking their email throughout the workday.
Catch the early start: Specifically, the Gem data found the opening rates: 8 am( 68% open rate), 10 AM(67% open rate) and 4 PM ( 67.3% open rate).
Don't overlook weekends: This might surprise you, but the Gem report found that emails sent on weekends often perform well, with open rates of 66% or higher. This could be because there's less competition in the inbox on Saturdays and Sundays. Consider testing weekend sends, especially for hard-to-reach candidates. You'll either catch candidates as they grab coffee in the morning, when they have a free moment, or while they're preparing for the
week ahead.
Important Note: While these are general guidelines, the best send times will vary depending on your specific audience and the roles you're recruiting for. The key is to test different times and days and track your own results. Don't just rely on generic advice – find what works best for you.
Will AI help us out or take over? Grab a coffee and tune in with me and Rudi on the Cappuccino with HR podcast.
Crafting Killer Subject Lines
Let's talk subject lines – those few words that can make or break your recruiting email. Think of the subject line as the gatekeeper to your message. If it doesn't grab the candidate's attention, the rest of your email might as well not exist. It's all about that first impression.
The Importance of First Impressions:
A subject line isn't just a label; it's a mini-advertisement for your email. It needs to be compelling enough to make the candidate want to open it. You're competing with dozens, maybe hundreds, of other emails in their inbox, so you need to stand out. The goal is to strike a balance: Provide enough relevant information to pique their interest, but keep it concise and engaging.
Keywords and Trends: What Works in 2025?
The Gem report highlights some noteworthy trends in high-performing subject lines. Certain keywords tend to resonate with candidates. For example, words like "opportunity," "{company}," "{first_name}," and "role" often appear in subject lines with high open rates.
Beyond keywords, consider these trends:
Asking questions: A question can be a great way to engage the candidate's curiosity (e.g., "Ready for a new challenge at {company}?").
Mentioning mutual connections: If you have a common connection with the candidate, mentioning that in the subject line can build trust (e.g., "Referral from [Mutual Connection]").
A touch of humor (carefully): If it aligns with your company culture and the role, a bit of humor can work, but be cautious – it's easy to misfire.
The power of personalization (Tokens):
Personalization is essential in 2025. Subject line tokens – those placeholders that automatically insert information like the candidate's name, company, or job title – can significantly boost open rates. The Gem report suggests that including at least one token can make a noticeable difference, potentially increasing open rates by approximately 5%.
However, a word of caution: Make sure your data is accurate. A misspelled name or an incorrect job title in the subject line is a surefire way to make a bad impression.
Length matters: Finding the sweet spot
When it comes to subject line length, shorter is generally better. The Gem report's data suggests that the sweet spot for achieving the best open rates is between 3 and 9 words. This makes sense – people are scanning their inboxes quickly, and a long, rambling subject line is likely to get skipped.
That said, there's always an exception. Some subject lines with up to 11 words can still perform well if they're exceptionally catchy or intriguing. The key is to be concise and impactful.
The Email Body: What to Say and How to Say It
So, your subject line did its job – the candidate opened your email. Now comes the crucial part: crafting a message that resonates with them, sparks their interest, and prompts them to take action.
This is where you build on that initial connection and make a compelling case for the opportunity.
Short and sweet wins (Again!):
I can't emphasize this enough: Brevity is your friend. Respect the candidate's time. While the "ideal" length will vary, the Gem report recommends aiming for an initial message in the 101-150 word range. This might seem short, but it's often enough to convey the essential information and pique their interest. Remember, you can always provide more details later in the conversation.
Personalization: Beyond the First Name
True personalization goes beyond simply using the candidate's name. It's about showing that you've done your research and understand their background and career goals. The Gem report found that highly personalized messages saw a 73% engagement rate – that's a huge difference.
So, how do you achieve this level of personalization? Start with 1-2 details that are unique to the candidate.
This could be:
A specific project they worked on.
A skill they've highlighted on their LinkedIn profile.
An article they wrote or shared.
Something they're passionate about (that's relevant to the role or company culture).
Weaving these details into the opening paragraph shows that you're not just sending a generic blast.
What to Include (and What to Leave Out):
Focus on the candidate's perspective. What's in it for them? How will this opportunity help them grow or achieve their goals? The entire job description. Seriously, don't paste it in! Highlight the benefits of the opportunity. What makes it exciting, challenging, or unique? A long list of required skills.
Focus on the most important ones, and save the rest for later. Briefly mention your company's mission and culture. What's it like to work there? What values are important? Vague, generic statements about "great culture" or "exciting opportunities."
Be specific! Offer social proof. Link to your careers page, an "About Us" page, or employee testimonials. Let candidates hear from your team directly. Anything that makes it sound like you haven't done your research (e.g., getting their name wrong, mentioning irrelevant experience). Use clear, concise language. Avoid jargon or overly formal language.
"Opportunities," not "Roles." This might seem like a small detail, but the language you use matters. Talking about "opportunities" rather than "roles" or "positions" subtly shifts the focus to growth and development.
It aligns with what many candidates, especially millennials, are looking for in their careers. Research shows that a significant percentage of millennials prioritize professional development and career growth opportunities.
Conversational cadence, do not give all information at once. Introduce information step-by step.
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SOBO: Send-on-behalf-of
Let's explore a powerful tactic that can significantly boost your email response rates: SOBO, or Send-on-Behalf-Of. This is where an email is sent from someone other than the recruiter, typically a hiring manager or executive.
What is SOBO and why does it work?
The idea behind SOBO is simple: Candidates are often more likely to engage with a message that appears to come from a senior leader or someone directly involved in the hiring process. It adds a layer of credibility and authority. It suggests that the opportunity is important enough for someone higher up in the organization to be personally involved.
Let’s be real— as a recruiter, you’re probably better at writing outreach messages than some of your managers. Plus, if you take the lead, you’ll reach candidates way faster than they would.
The data speaks volumes:
The Gem report provides compelling evidence for the effectiveness of SOBO. Their data shows that using this tactic can increase reply rates by a remarkable 50% or more! That's a substantial jump, and it highlights the impact of perceived sender authority. Over 20% of outreach sequences sent through Gem contain a message sent on behalf of someone else.
Recruiting Email Outreach: Building Connections, One Email at a Time
Recruiting email outreach isn't about blasting out mass messages and hoping for the best. It's about starting conversations, showing that you understand the candidate's perspective, and presenting opportunities in a way that resonates with their individual goals and aspirations.
The best recruiters are those who are constantly learning, adapting, and experimenting. Don't be afraid to try new things, track your results, and adjust your strategy accordingly. There's no one-size-fits-all solution, but by applying the principles and best practices outlined in this article, you can significantly improve your recruiting email outreach and start building stronger connections with the talent you want to reach.
The goal isn't just to fill roles; it's to build relationships. And that starts with a thoughtful, well-crafted email.
The Breakup Email
Even with the best strategies, not every candidate will respond to your initial outreach. That's where the "breakup" email comes in – a final message sent after a series of unanswered emails. But this isn't just a goodbye; it's a last opportunity to make an impression.