Personalized messages are more likely to get Gen Z’s attention.
Do you remember the last recruiting message you received? If it was impersonal, probably not. It’s also possible you ignored it.
So perhaps it’s not shocking that our data has found students are more likely to respond to messages that feel personalized and relevant. And messages matter for the candidate experience: according to our Handshake Network Trends report, 92% of Gen Zers, the “always-connected” generation, prefer connecting with employers by email.
If you’re not seeing the message engagement you're looking for from students and recent graduates, read through these five effective strategies for personalizing your outreach. Then, check out seven recruiting message templates you can use throughout the candidate lifecycle.
Today’s early talent is already doing their due diligence by researching you online, on social media, and on Handshake. It’s worth your time to research them, too.
For example: say you’re asked to build an early talent pipeline to fill your virtual summer internship program. You want all-star students pursuing business degrees, and while the competition for top early talent remains competitive, you know your employer’s flexible and autonomous culture stands out.
With this information in mind, find relevant talent that might be interested in what you have to offer by zeroing in on candidates who are looking for part-time work or have demonstrated autonomy through past work experience. Then set yourself apart by leading with those benefits in your outreach.
Handshake Premium Segments help you find students who meet your specific criteria, from filters like coursework and major to student organizations and underrepresented groups.
Begin your message with context around who you are and why you’re reaching out. Look at students' profiles to learn about their interests, skills, student organization affiliations, and so on to further tailor your outreach. Include what stood out to you about this candidate, how you think they can thrive at your organization, and why your employer is the best place for them to launch their career.
Finding commonality is another great way to establish rapport. Students are receptive to employers that have hired alumni from their school, location, or major. If you have that information handy, use it in your recruitment message.
And imagine how much more likely a student would be to respond if you reference current employees who share their alma mater. In the same vein, if you went to the same school or have another common interest with the candidate, go ahead and make that connection!
You can even reference how it felt when you were just starting out in your career, or at your current company. A little empathy for the candidate experience helps personalize messages for early talent who are just starting out in their careers.
One opportunity for personalization that sometimes gets overlooked is in the message subject line. Students on Handshake will see this in their email inbox, their Handshake inbox, and the push notification they receive from the Handshake App on their smartphone. Be sure to mention your company — that’s the basis of Handshake's default subject line, which performs well! If you have a less recognizable brand, try inputting the job role for which you are hiring for into the subject line.
As they graduate from nearly two decades of schooling and move into their first or second job after college, graduates may have mixed emotions about all the changes ahead. In the same way you’re screening for fit, they are too.
"Students are invited to study your culture the moment they arrive for an interview. They dissect the language in your outreach—is the message positive and hopeful, or impersonal and terse? Students are even encouraged to look at your email signature for clues on inclusivity, and evaluate when and how calls are scheduled. Essentially every single point of communication provides input into how a student sees the relationship."
Tiffany Taylor, Senior Director, EDU Success and Education, Handshake
If a student demonstrates interest in working at an employer with hybrid opportunities and that’s a perk that you offer, mention it in your message!
If you’re using a recruiting message to drive attendance at an upcoming virtual career event, provide helpful instructions such as for how to participate in Q&A sessions, whether or not to keep cameras on, etc. These details can make a lasting impression on students who are looking for guidance and support.
And if emojis are in your personal vocabulary, go ahead and use them in your recruiting message! 😊 Whatever is unique to you can help you build relationships with students, as well as show that your employer welcomes self-expression.
Always round off your recruiting message with a clear and persuasive call to action (CTA) that directs students to take action. What’s in a CTA? It could direct candidates to RSVP for an upcoming career fair or event, apply to an open job or internship program, or simply learn more about your employer.
Wherever it leads, it should be focused—don’t overwhelm your candidates with multiple CTAs—and include a hyperlink. You might also consider bolding and underlining information you want students to pay special attention to.
Your communication with a candidate also shouldn’t dissolve after one message. In fact, your first point of outreach should set the foundation for an ongoing, two-way relationship. Human connection begins the very moment a potential hire learns about your company, and it shouldn’t end there either. Including a personal note at the end of your message like, “I look forward to reviewing your application!” can increase your likelihood of a response.
Finally, even with a super clear CTA, keep in mind that most candidates won’t respond to their first email. Don’t get discouraged. According to industry sources, messaging the same contact multiple times leads to 2x more responses.
Handshake Premium partners can use Campaigns to nurture relationships, such as to schedule follow ups or further personalize messaging based on historical engagement.
It’s critical to review your recruiting message a few times before hitting send. If you’re messaging a large list, invite a colleague to proofread your message.
Gen Z is the most diverse generation yet, so when messaging students, it’s important to communicate in a way that celebrates their unique identities while highlighting the value your organization places on diversity, equity, inclusivity, and belonging.
If you are messaging an underrepresented group, it’s a good idea to ask someone with a shared identity at your organization to review the message and ensure sensitivity. Get started by checking out our blog on the dos and don’ts of messaging underrepresented students.
Actionable emails succeed because they’re hyper-relevant to the receiver. They’re curated by carefully mapping content to the reader’s persona. Does your message address a student directly? Does it sound genuine and personal? Does it have a clear CTA?
Keep your recruiting message between 80 and 110 characters to get the highest read rate. The content that gets the highest open rate is about jobs!
Students might get over your company receiving negative coverage in the press, but one surefire way to ensure you never hear from them again is to send a generic, impersonal message. Misplacing your variables, such as your name with theirs, or disclosing inaccurate information can have harmful effects on your reputation and misrepresent your brand.
The more a student feels like they’re talking to a real person, the more likely they are to respond and apply to your open roles.
Whether you’re building your early talent recruiting program from scratch or rethinking how you approach your current one, continue exploring ways of customizing your messaging.
Career services centers are coaching students to ask about an employer’s culture during their interviews. Along those lines, ask students about their candidate experience with your company—such as message relevance and interaction with your team.
Handshake Insights offers you a detailed look at messaging data, such as open and engagement rates, to reveal trends around language that outperforms.
Your recruiting message should ultimately answer why your company is a great place for that candidate to work, and reference how their interests align with your key value propositions.
And while this article focuses on how personalization improves the quality of a recruiting message, it’s important to be thoughtful about message quantity as well.
Candidates are receiving messages from many employers at once. If you notice open and engagement rates dipping, that can be a sign that you are sending too many messages, or that the message content isn’t relevant.
Achieving the right balance for your audience may require some experimentation with cadence, frequency, and even seasonality. Check out our guidance on messaging limits to encourage meaningful, intentional conversations with students.
We’ve compiled templates based on hundreds of messages from employers with the top message engagement rates on Handshake that can help you build better relationships with the candidate throughout their journey. Feel free to use these templates, and fill in the blanks!
Since conducting research student-by-student and personalizing each message can be time-consuming, Campaigns, a Handshake Premium feature, includes 3 variables that help you save time by personalizing your message at scale: >, >, and >.
Hi [student’s first name],
My name is [your name] and I’m a [your title] at [employer]. We’re currently hiring for a(n) [role], and based on your [interests], I think you should apply!
[Employer] is a [brief description]. With tuition reimbursement, wellbeing programs like a free gym membership, and opportunities to meet employees with shared interests via resource groups and Slack, our culture is a place where people who are passionate about [extracurriculars or interests] thrive. We have amazing opportunities for students just like you.
Learn more about who we are! [insert CTA]
I look forward to connecting more with you, [student’s first name].
Hi [student’s name],
My name is [your name], [your title] with [employer]. Our company is a [brief description]. We’ll be at the [career fair name] and would love to meet with you!
[Employer] is focused on creating a great place for new college graduates to thrive. We offer a virtual training program to build both leadership and technical skills. In addition, we offer mentor support and opportunities for you to build your professional network.
I'd love to invite you to stop by our info session during [name of fair] on [date, time]. If you're interested, sign up by clicking the button below.
Can you believe that graduation is right around the corner?
I remember being in your shoes and not knowing which career I wanted to pursue, and had no idea how to get my foot in the door. Now, I have the pleasure of connecting with students like you to support your career exploration. I help identify top students for our internship and full-time opportunities, and was excited to come across your profile. I believe that your interests and experiences could make you a great addition to the team at [employer]!
Here is a job at you might be interested in: [link to job description]
Please reach out to me directly or click the link below to apply online. Once you complete the application, let me know! I’d love to stay in touch.
Very warm regards,
Hi [student first name],
We saw that you are interested in the [industry] and wanted to reach out to invite you to apply to our [program]. This is a unique program where students join us from all backgrounds and areas of study to work alongside cross-functional leaders.
Here are a few things to keep in mind:
For further details, feel free to click through to the job posting below. If you are interested, please be sure to apply by [deadline] so that you may be considered.
We look forward to reviewing your application!
Hi [student’s first name]!
Here at [employer name], we always want potential candidates to learn more about the meaningful projects we work on, and hear about our culture from our current employees.
I noticed that you’re a [institution name] alum studying [major name], which is why I wanted to offer you the opportunity to have an informal 15-minute virtual info chat with [ambassador name] to learn more about roles here. If you’re interested, click “Find a time” below to schedule a time to speak.
Hi [student name],
I’m following up on my previous message because I think you would be a great fit for [role] at [employer], and thought you might be interested in learning more.
It’s not too late to sign up for our upcoming virtual information session on [event details]! RSVP here: [insert link].
Thank you for your time and consideration–hope to see you there!
[your name, your role, company name]
Hi [student name],
Thank you for [action]. We appreciate your interest in [employer] and are excited to get to know you better!
Thank you again! Looking forward to staying in touch.