LinkedIn Recruiter is a powerful recruiting tool that allows employers to source, engage, and manage candidates directly through the LinkedIn platform. One of the key features of LinkedIn Recruiter is InMail, which enables recruiters to directly contact any LinkedIn member, even if they are not currently looking for opportunities.
InMail provides several advantages for recruiters who are looking to connect with passive candidates or people who may not be accessible through traditional recruiting channels. Here are some of the main benefits of using InMail for recruiting on LinkedIn:
Increased candidate reach
With over 722 million members on LinkedIn, InMail gives recruiters access to the largest professional network in the world. Recruiters can search LinkedIn profiles using advanced filters and send InMails directly to candidates who match their criteria, regardless of whether the candidate has applied for a role. This significantly expands a recruiter’s potential talent pool beyond active applicants.
Engage passive candidates
Many of the most talented professionals are not actively looking for a new job. In fact, according to LinkedIn, 70% of people are passive candidates open to new opportunities but not actively job searching. InMail allows recruiters to proactively reach out to these passive candidates who may be a great fit for an open role. A personalized InMail can capture the attention of passive candidates and motivate them to explore a new opportunity.
Improved response rates
Compared to other outreach methods like email, InMail sees significantly higher response rates. According to LinkedIn, InMails have up to a 40% response rate, while the open rate for generic emails sent to candidates is only around 20%. The integrated nature of InMail within the LinkedIn platform means recipients are more inclined to read and respond to these messages.
Lead nurturing and relationship building
InMail conversations can be used to nurture relationships with high potential candidates over time. Recruiters can maintain an open dialogue through InMail to build connections with candidates and keep the company top of mind for future opportunities. Even if a candidate is not interested right now, regular communication through InMail keeps doors open for the future.
Stand out in the inbox
InMail messages have their own tab in LinkedIn inbox, separated from regular emails and notifications. This prominent placement means InMails have a much better chance of being opened and read compared to standard emails. Candidates are also notified of new InMails via alerts and push notifications on mobile, making it more likely they will engage with the message.
Send personalized messages at scale
While InMail messages are more effective than email, recruiters can still leverage templates and automation through Recruiter to engage candidates in a personalized way at scale. Mail Merge functions allow for customization of greetings, names, companies, and more to make InMails feel tailored for each recipient.
How to Craft Effective InMail Messages
While InMail provides expanded reach to engage candidates, crafting compelling messages is key to achieving success. Here are some best practices for writing effective InMails:
Personalize the message
Always customize the InMail by addressing the recipient by name and adding specific details about their background or qualifications that make them a good fit. This level of personalization significantly boosts open and response rates.
Keep it short and specific
InMail messages should be concise and direct. Avoid lengthy paragraphs and keep the overall message under 300 words. Communicate the specific opportunity or reason for connecting and make it easy for the candidate to respond.
Communicate value
Rather than making it all about what the company needs, focus on how this opportunity would provide value to the candidate. Outline details like interesting challenges, career growth potential, or impact they could make in the role.
Be transparent
Do not use vague language or try to trick the person. Be upfront about why you are reaching out and how you got their name or contact information. Transparency builds trust.
Follow up
Do not send a single InMail and wait passively. Follow up within 1-2 weeks via InMail or LinkedIn messaging if there is no response. Persistence and tenacity are key, especially when connecting with passive candidates.
Leverage recruitment analytics
Recruiter provides data and insights on InMail performance. Use open and response rates to continually refine InMail approach and increase effectiveness over time.
Best Practices for InMail Sequences
Beyond isolated messages, recruiters can utilize sequences of customized InMails over time to engage talent. Here are some sequencing approaches that work:
1. Introduction InMail
The first InMail should be an introduction explaining who you are, where you work, and why you are reaching out to them specifically. End by teasing the opportunity you think could be a potential fit.
2. Role Details InMail
Assuming they respond positively to your outreach, the second InMail can outline more details on the open position, expectations, qualifications, etc. Invite them to schedule a call to discuss further.
3. Follow Up InMail
If they do not respond to previous InMails, follow up acknowledging that they may not be interested right now. Reiterate your contact information and invite them to reach out in the future.
4. Relationship Nurturing InMail
Send periodic check-ins even if they are not interested right now. Share content like company news, industry articles, or other updates to nurture the relationship over time.
5. New Opportunity InMail
When a new suitable role opens up, reach back out to previous passive candidates you engaged and share the new opportunity. Candidates that passed previously may be interested this time.
InMail Metrics and Reporting
LinkedIn Recruiter provides excellent visibility into InMail performance through its reporting and analytics capabilities:
Open Rates
The percentage of InMails that were opened by the recipient. Open rates above 20-25% are considered strong.
Response Rates
The percentage of recipients who responded to the InMail. Strong response rates are 15% and higher.
Source of Hire
Track the percentage of total hires sparked through an InMail campaign. Measures ROI of the channel.
Messages Sent
The volume of InMails sent over a period. Can be segmented by recruiter, campaign, audience, etc.
Subscriber Growth
How many new LinkedIn members were added to your talent pipeline through InMail outreach.
Sequence Funnel Visualization
Visually track drop off rates across your recruitment funnel from InMail 1 to hire. Identify areas of strong/weak performance.
Metric | Benchmark |
---|---|
InMail Open Rate | 25%+ |
InMail Response Rate | 15%+ |
InMail to Interview Rate | 10%+ |
InMail Source of Hire | 15%+ |
Conclusion
InMail represents a game-changing capability for recruiters on LinkedIn. The ability to directly engage passive candidates and build relationships with talent over time provides unparalleled access to potential hires.
To maximize value, recruiters should carefully craft personalized messages, utilize sequential InMail campaigns, and continuously optimize based on performance data. With the right approach, InMail elevates outbound recruiting and enables hiring top talent at scale.