What is email list building and why is it important for a recruiting business?
Updated: Jan 23
Email list building in the traditional context entails the process of creating and maintaining a list of email addresses of individuals or businesses that have expressed an interest in receiving communications from your organization. This is typically done by having people sign up for a newsletter, attend an event, or make a purchase.
The level of automation for list building has grown exponentially over the years and many software vendors that cater to the talent acquisition and recruiting marketplace have re-engineered many of their ATS applications to include these functionalities.
Why Should Recruiting Companies Build Email Lists?
It is essential for a recruiting business to build and nurture an email list because it allows them to communicate directly with potential candidates and stay top of mind with them. They can use the email list to send job opportunities and other information about the company to individuals who have already expressed an interest in working with them, which can help to increase the likelihood of those individuals applying for a job.
If properly segmented and tagged email lists can be used to nurture passive candidates that have broadly shown interest but not necessarily have applied for a given job. Periodically nurturing these types of candidates with valuable industry information including trends, best practices, upcoming webinars, and new product launches etc can all be super helpful for maintaining a healthy talent pipeline.
Additionally, an email list can be used to send targeted messages to specific groups of people, such as job seekers with certain skills or experience, which can help to increase the effectiveness of recruiting efforts.
It is crucial for a recruiting business to build an email list because it allows them to communicate directly with potential candidates and stay top of mind with them. Before embarking on building an email list it’s important to segment the list using candidate personas, skills, demographics, etc.
What Are Ways That A Recruiting Company Can Build A Targeted Email List?
The most obvious. Job Boards. Period end of story. Not so fast. You can download tons of data from paid job boards but don't confuse that data for an opt-in list of subscribers. You need to segment your ATS and or Candidate lead nurturing database to convert the downloaded list of third party data to first party data.
Host a virtual job fair: Host a virtual event where job seekers can learn more about your company and the types of positions available, and encourage them to sign up for your email list to receive updates on future job openings.
Offer a free resource or guide: Create a free resource or guide related to job searching or career development and make it available in exchange for an email address.
Run a referral program: Encourage current employees to refer their friends and colleagues to your company by offering a reward or incentive for each person they refer who signs up for your email list.
Attend job fairs and networking events: Attend job fairs and networking events and collect email addresses from job seekers who express interest in your company.
Use social media: Utilize social media to promote your email list and encourage followers to sign up for updates on job openings and other company news.
Leverage Employee Referral: Encourage current employees to share your email list with their professional network and offer them an incentive for every referral that signs up
Optimize your company website: Make sure your website is optimized for email list building by including a sign-up form on the homepage or in the footer of every page.
Create a Quiz or Survey: Create a quiz or survey related to the industry or job role and ask participants to sign up for your email list to receive the results.