LinkedIn has become an invaluable tool for recruiters to identify and connect with potential candidates for job openings. With over 722 million users as of April 2021, LinkedIn provides recruiters access to a massive global talent pool.
Recruiters can use LinkedIn to search profiles, post jobs, send InMail messages, and connect with potential candidates. However, with such a large volume of users, manually reaching out to each candidate is extremely time-consuming. This has led some recruiters to rely on automated messaging tools to try to streamline the process.
What are automated messages on LinkedIn?
Automated messages on LinkedIn refer to pre-written template messages that are programmed to be sent out en masse to targeted prospects. These messages are generated by automated recruiting software or bots, not written personally by the recruiter.
Automated recruiter messages often appear personalized with the recipient’s name, company, and other profile details inserted into the message template. However, the content remains identical for all recipients. These bulk messages aim to cast a wide net to make initial contacts with candidates at scale.
Common types of automated LinkedIn messages
- Initial connection requests
- Follow-up messages after connecting
- Job opening announcements
- Invitations to like/follow a company page
- Requests to share content or job postings
Are automated messages allowed on LinkedIn?
According to LinkedIn’s User Agreement, sending bulk, untargeted messages is prohibited. LinkedIn considers mass-messaging activity that “disrupts the LinkedIn community” to be abusive behavior. This includes sending repetitive invitations and messages to people you don’t know.
LinkedIn does permit relevant, personalized one-to-one communication between recruiters and candidates. However, recruiters who rely solely on template outreach at scale run the risk of being flagged for spamming activity.
LinkedIn’s automated messaging policy states:
Don’t send bulk emails or other unwanted messages. We do allow relevant, personalized one-to-one messages between Recruiters and prospective candidates.
Consequences for sending automated messages
If LinkedIn detects that a recruiter account is sending unauthorized automated messages, the account may be restricted, suspended or terminated. Restricted accounts have limited functionality, such as inability to send messages or interact with other profiles. Repeated violations can lead to permanent suspension.
What recruiting automation does LinkedIn allow?
While fully automated, untargeted messaging is prohibited, LinkedIn does permit some use of recruiting automation tools and bots. Here are a few types of automated activities that are acceptable when used thoughtfully:
Automated profile searches
Recruiters can use bots to automatically search LinkedIn for profiles that match specified job requirements. This allows quickly surfacing potential candidates that can then be screened further.
Automated connection requests
Sending automated connection requests to targeted prospects who meet defined criteria for a role is generally permitted. However, overly aggressive connection requests may get flagged as spam.
Automated nurturing sequences
Following up with new connections via customized nurturing sequences can help recruiters maintain relationships. But over-reliance on rote sequences should be avoided.
Automated notifications and reminders
Letting candidates know about new job postings and timely next steps via automated notifications can aid recruitment. But notifications should be relevant and limited.
The key is using automation thoughtfully rather than bombarding candidates with repetitive templated messages. Automation should enhance rather than replace personalized human interaction.
Best practices for automated recruiting on LinkedIn
Here are some best practices for recruiters using automation tools on LinkedIn:
Personalize messages
Avoid completely generic messages. Personalize by adding the recipient’s name, mentioning their company/role, and referencing a shared connection.
Target relevant candidates
Only automate messages to qualified prospects aligned with open positions, rather than spraying every connection.
Customize connection requests
When sending automated connection invites, include a custom message specific to the recipient’s background and interests.
Send sparingly
Automate limited, thoughtful touchpoints rather than bombarding candidates with constant generic messages.
Mix automation with manual outreach
Combine automation with one-to-one personalized follow-ups to show genuine interest.
Monitor response rates
Keep an eye on response rates and adjust strategy if outreach seems excessive or irritating.
Provide value
Consider how to provide value to candidates through useful content/media beyond just job openings.
Tools for automating LinkedIn recruiting
Here are some popular tools recruiters use to automate parts of their LinkedIn workflow:
Tool | Key Features |
---|---|
LinkedIn Recruiter | LinkedIn’s recruiter platform, integrated with Sales Navigator – Lets you automate searches, manage candidates, make notes, schedule reminders |
Dux-Soup | Web scraper for LinkedIn data – Extracts candidate contact info, surfaces profile insights, automates outreach |
Hiretual | AI-powered recruiting platform – Automates candidate sourcing, surfaces insights, scheduling |
Entelo | Recruiting automation with AI/ML capabilities – Automates search, outreach, and talent pools |
TalentBin | Automated candidate sourcing from 300+ sites – Uncovers “passive” candidates beyond LinkedIn |
MyInterview | Automates initial video screening interviews with candidates before live talks |
Risks and downsides to automated recruiting
While automation can streamline parts of the recruiting workflow, overreliance on automation also carries some risks:
- LinkedIn restrictions, suspensions, and ban for policy violations
- Irrelevant, excessive messaging damages employer brand and candidate experience
- Impersonal automated messaging can discourage qualified candidates
- Overlooking potentially strong candidates outside automated parameters
- Privacy issues if data or contacts are scraped without consent
The most effective approach combines automation judiciously with human oversight and engagement. Work automation into a thoughtful, ethical recruiting strategy focused on quality over quantity of contacts.
The bottom line
Automated recruiting can be a valuable tool, but needs human guidance. Stick to LinkedIn’s policies, customize messages, target intentional prospects, and avoid overdoing rote automation. Use automation to enhance rather than replace personalized recruiter-candidate interactions. When used strategically, automation can help recruiters work smarter – but thoughtless automation will backfire.