LinkedIn has become an indispensable tool for recruiters around the world. With over 722 million members, LinkedIn provides recruiters access to the world’s largest professional network and a huge pool of potential candidates.
One of the most important tools for LinkedIn recruiters is the InMail messaging system. InMail allows recruiters to directly contact any LinkedIn member, even if they are not directly connected. This gives recruiters a crucial way to reach passive candidates who may not be actively job searching.
However, simply having access to InMails is not enough. In order to maximize their effectiveness, recruiters need to understand how to best utilize InMails to engage potential candidates.
Why are InMails Important?
Here are some of the key reasons why InMail is such an essential tool for LinkedIn recruiters:
- Direct contact with anyone – InMail allows recruiters to connect with anyone on LinkedIn, bypassing the need for a shared connection.
- Increased response rates – Response rates to InMail messages are significantly higher than for regular LinkedIn messages.
- Reaches passive candidates – InMail provides access to qualified professionals who may not actively be searching for a new role.
- Customizable outreach – Recruiters can customize InMail messages for each recipient to increase engagement.
- Trackable results – The number of InMail messages sent and response rates can be tracked to optimize recruiting efforts.
The unique capabilities of InMail give recruiters a powerful way to connect with their ideal candidates at scale. But simply having access to InMails is not enough – the key is crafting compelling messages that lead to positive responses.
How to Write an Effective InMail
When drafting an InMail, recruiters should follow best practices to maximize open rates, response rates, and positive outcomes. Here are some key tips for writing effective InMails:
Personalize the Message
Generic InMail blasts are far less likely to get a response than personalized messages. Take the time to customize each InMail by:
- Using the recipient’s name
- Mentioning something specific from their profile
- Tying the message directly to their background and skills
Personalized messages demonstrate that you value the individual recipient’s time and experience.
Craft a Compelling Subject Line
The subject line is your first (and possibly only) chance to capture a recipient’s attention. Effective subject line strategies include:
- Using the recipient’s name
- Keeping it short, clear, and direct
- Conveying the value proposition or reason for contacting them
- Creating a sense of urgency or exclusivity
Avoid generic subject lines that will blend in – you want to motivate the recipient to open the message.
Highlight the Opportunity
Rather than launching right into a job description, focus first on selling the high-level opportunity. Emphasize compelling points like:
- The chance to make an impact
- Working with cutting-edge technology
- Career advancement potential
- Ability to apply specialized expertise
- Competitive compensation package
This helps get recipients excited and invested right from the start.
Explain Why You Contacted Them
Help the recipient understand why you reached out specifically to them by noting one or more of these points:
- How you came across their profile
- What impressed you about their background
- Skills or experiences that make them a great fit
- Shared connections or mutual interests
This shows that you have a genuine, specific interest in their candidacy.
Pose an Engaging Question
Asking one or more thoughtful questions encourages the recipient to respond, such as:
- “What appeals to you most about potentially making a change at this stage?”
- “When would be the ideal timeframe for us to connect live?”
- “Are you open to learning more about this opportunity I’d like to discuss?”
This sparks their interest and entices a reply.
Make Next Steps Clear and Easy
Close the InMail by making it very simple for the recipient to respond or move forward. For example:
- “Please let me know if you might be open to discussing this opportunity in more detail.”
- “I’d love to schedule a quick call to share more about my client’s Director of Engineering role.”
- “If you could take a look at the job description below and let me know your thoughts, I’d greatly appreciate it.”
This removes any friction from responding and keeps the conversation moving.
InMail Template Examples
Keeping these best practices in mind, here are a few template examples of compelling InMail messages:
Short Generic InMail
Hi [First Name],
My name is [Your Name] and I’m a recruiter with [Your Company]. I came across your profile and was very impressed by your experience as a [Role Title] at [Company Name].
I’m currently working to fill an opening for a [Role Title] role with my client [Company Name], where you could leverage your background in [Skill/Expertise]. It’s an exciting opportunity to [Value Proposition].
Would you be open to a quick 15 minute call to discuss the role? I’d be happy to provide more details then.
Looking forward to your reply!
[Your Name]
InMail for Passive Candidate
Hi [First Name],
I hope this note finds you doing well! My name is [Your Name] – I’m a technical recruiter here at [Agency/Company Name].
I recently came across your LinkedIn profile and was thoroughly impressed by your background as [Current Job Title] at [Current Company]. [Mention 1-2 specific details that stood out about their experience or skills].
The reason for my outreach is that I’m currently working with [Hiring Company Name] to fill a new opening for a [Role Title]. This is a unique opportunity to join a fast-growing, mission-driven company that’s disrupting the [Industry Category] industry. Based on your strong experience with [Critical Skill/Expertise], I believe you would be an outstanding fit.
I know you may not be actively looking, but I wanted to share this exciting role with you just in case it captures your interest. Would you have 15-20 minutes in the next week for a quick call to discuss?
Either way, I appreciate your time and consideration. Looking forward to connecting!
Best,
[Your Name]
InMail for Active Candidate
Hi [First Name],
I noticed on LinkedIn that you’re currently exploring new career opportunities as a [Candidate’s Title]. I’m [Your Name], a recruiter with [Agency/Company], and I wanted to reach out about an opening that looks like a potential fit.
My client, [Company Name], is currently hiring for a [Role Title] to join their team during a period of rapid growth. This is a high visibility position where you would take the lead on [Core Function of Role].
I was impressed by your [X] years of [Relevant Experience], particularly your work at [Notable Company/Project]. Your background seems like a natural match for the strategic [Skills Needed in Role] this position requires.
Please let me know if you would be interested in learning more. I’m happy to provide additional details about the company and role, compensation, etc. and can set up a call with the hiring manager as the next step.
Looking forward to connecting!
Best,
[Your Name]
Tips for InMail Follow Up
It often takes more than a single InMail to make a connection. Use these strategies for effective InMail follow up:
- Wait at least 3-5 days before the initial follow up message.
- Change the subject line to reflect this is a follow up.
- Remind them briefly of the previous message.
- Emphasize again why you think they are a strong match.
- Consider offering something to entice a response, like an overview of the compensation package or a chance for a quick intro call.
However, don’t stalk or harass potential candidates with constant messages. If you don’t receive any response after a few consistent InMail follow ups, it’s best to move on.
Measuring InMail Effectiveness
Track these key metrics to optimize your InMail strategy over time:
Metric | Goal |
---|---|
InMail Open Rate | 25%+ |
InMail Response Rate | 10-15% |
InMail Acceptance Rate | 15-25% |
Candidate Quality | Right skill fit and experience level |
Time to Hire | Reduction over time |
Source of Hire % | InMail as primary source |
Regularly analyze your InMail metrics to identify areas for improvement. Test different approaches such as timing, messaging, targeting, etc. to optimize over time.
Key LinkedIn InMail Stats
Here are some key benchmark statistics to understand for InMail effectiveness:
- Average InMail open rate is around 20-25%
- Average InMail response rate is 5-15%
- Acceptance rate to move forward is 15-30%
- Response rates are 2-4x higher for InMail vs. regular messages
- Acceptance rates decrease significantly after more than 2-3 follow up messages
Compare your own InMail metrics to these benchmarks to identify areas for improvement.
InMail Alternatives and Enhancements
While InMail is an extremely useful tool, it is not the only way to engage potential candidates on LinkedIn. Consider blending these other approaches to enhance your recruiting strategy:
LinkedIn Recruiter License
Upgrading to a full LinkedIn Recruiter license provides access to additional filters, search features, and candidate data. This allows for more targeted InMail messages to the highest quality prospects.
Advertising on LinkedIn
Well-targeted LinkedIn ads can help expand your reach beyond just InMail campaigns. They can generate new leads and surface additional passive candidates.
Custom LinkedIn Groups
Creating custom LinkedIn Groups related to the roles you are trying to fill provides access to concentrated talent pools. You can post opportunities, filter group members, and send InMails within the group.
Content Marketing
Publishing original articles and content on LinkedIn helps establish your expertise. This content can then be used proactively to attract potential candidates by highlighting your employer brand.
Referrals
Leveraging your existing connections and networks to request referrals can supplement your InMail outreach. Referred candidates typically have higher response rates.
Events and Conferences
Attending relevant industry events, conferences, and meetups provides opportunities for in-person networking. Any connections made can then be added on LinkedIn for future communication.
Conclusion
When used strategically, LinkedIn’s InMail system provides recruiters with a powerful tool to reach qualified candidates. But simply having access to InMails is not enough. To maximize response rates and return on investment, carefully craft each InMail to capture the recipient’s interest.
Follow best practices like personalization, compelling subject lines, highlighting value, and making next steps clear and easy. Continuously refine your InMail approach based on measured results over time. Supplement with other candidate engagement tactics to expand your reach.
With the right combination of art and science, your InMail outreach will connect you to the very best candidates and propel your recruiting success.