Headhunting the modern way

Outreach is the evolved form of headhunting, swapping Rolodexes and cold calls for smart tools and tailored strategies. In 2024, recruitment isn’t about finding candidates—it’s about ensuring the right candidates find you irresistible.

While job boards and inbound applications capture some great talent, they only scratch the surface. Outreach is the bridge to the rest of the market, connecting you with passive candidates who might not even know they’re ready for a new opportunity. In this section, we’ll explore why outreach is essential, how to craft a strategy that resonates, and how to bring those candidates into your hiring funnel seamlessly.

Welcome to the modern era of headhunting—smarter, faster, and infinitely more effective.

Why Active Outreach Matters

It’s likely that your ideal candidate is already employed. And that’s not a bad thing—it means they’re good at what they do. The challenge is that these candidates aren’t actively job hunting, and you can’t rely on them stumbling across your job ad.

Here’s the reality: people change jobs roughly once every three years. On average, they spend only a month actively looking for a new role. That’s 1/36th of their professional life—less than 3%. This means the vast majority of your target market isn’t “in the market” at any given time. Without outreach, you’re missing out on this enormous pool of talent.

Active outreach ensures you connect with these candidates by proactively presenting opportunities. It’s not about persuading people to leave their jobs; it’s about showing them a role they can’t ignore. Outreach is your chance to make that first impression, plant the seed of curiosity, and open the door for conversation.

Identifying Your Audience

Before you start reaching out, you need to know who you’re targeting. Is it experienced professionals in a niche industry? Junior talent looking for growth opportunities? Each audience requires a tailored approach.

Segmentation is key. Start by dividing your audience into:

• Active Candidates: Those already seeking new opportunities. They’re easier to convert but represent a small percentage of your ideal market.
• Passive Candidates: Employed professionals who aren’t actively looking but could be enticed by the right offer.

Once you’ve identified your audience, research where they “hang out” professionally. LinkedIn is often a good starting point, but some demographics may be more active on other platforms, such as industry forums or niche communities. Knowing where to find your audience is half the battle.

Tools for Outreach

Outreach in 2024 isn’t about sending one-off emails—it’s about using the right tools to streamline and personalise your efforts. Here are some popular options:

• LinkedIn Messaging: The gold standard for professional outreach, with tools like InMail and connection requests for direct engagement.
• Email Campaigns: Platforms like Mailchimp or Apollo.io allow for personalised, scalable outreach campaigns.
• CRM and ATS Systems: Tools like Zoho Recruit or HubSpot can help track interactions, manage responses, and optimise follow-ups.

Each tool has its strengths, but the key is integration. Use these tools to create a seamless workflow that ensures no candidate falls through the cracks.

Perfecting Your Message

The success of your outreach often hinges on the message you send. Here’s how to craft one that stands out:

1. Subject Line: Make it personal and intriguing. For example, “Your Expertise in [Industry/Skill] Could Shape Our Future.”
2. Start with Them: Avoid leading with what you’re offering. Instead, highlight why you’re reaching out to them specifically.
3. Be Specific: Mention something about their skills, experience, or achievements that caught your eye.
4. Keep it Short: Time is precious. Make your message concise but compelling.
5. Call to Action: End with a clear next step, like scheduling a call or learning more about the role.

Outreach isn’t about casting a wide net; it’s about sending targeted, meaningful messages that show genuine interest in the candidate.

The Don Corleone Offer

In “The Godfather,” Don Corleone famously says, “I’m gonna make him an offer he can’t refuse.” In recruitment, your offer needs to be equally compelling—though hopefully without the mafia undertones.

The trick? It’s rarely just about money. While compensation is important, most professionals are drawn to roles that offer:

• Career Growth: Opportunities for advancement or skill development.
• Work-Life Balance: Flexible working hours or remote options.
• Purpose: Roles that align with their values or passions.
• Recognition: A chance to make an impact or be valued.

Think about what would make your role irresistible. It’s not about making promises you can’t keep; it’s about presenting your opportunity in a way that speaks to the candidate’s goals and motivations.

Funnelling Candidates

Once you’ve captured a candidate’s interest, the next step is bringing them into your hiring process. This means ensuring your outreach candidates are treated the same as those who apply directly.

Start by guiding them into your Applicant Tracking System (ATS) or CRM. Use these tools to manage the process, from scheduling interviews to tracking progress. Transparency is key—make it clear what the next steps are and ensure the experience is seamless.

Avoiding Common Mistakes

Outreach can be a game-changer, but it’s easy to get it wrong. Here are some common pitfalls and how to avoid them:

• Generic Messages: Personalisation is critical. If your message feels like a template, it will likely be ignored.
• Overwhelming with Details: Keep initial messages simple. Too much information can be overwhelming.
• Poor Targeting: Make sure your audience is relevant. Reaching out to the wrong candidates wastes everyone’s time.

By avoiding these mistakes, you can ensure your outreach efforts are both effective and well-received.

Measuring Success

How do you know if your outreach strategy is working? Metrics are your best friend. Track the following:

• Response Rates: How many candidates reply to your messages?
• Conversion Rates: How many candidates move forward in the hiring process?
• Time to Fill: Does outreach shorten your time-to-hire?

Use these insights to refine your approach, doubling down on what works and rethinking what doesn’t.

Adapting to Feedback

Outreach isn’t a “set it and forget it” strategy.

Pay attention to the feedback you receive, both directly from candidates and through engagement metrics.

Are certain messages performing better? Are you getting common objections? Use this data to iterate and improve.

Integrating Outreach into Recruitment

Outreach is most effective when it’s part of a larger, integrated recruitment strategy.

Combine it with job boards, referrals, and social media efforts to create a well-rounded approach.

By weaving outreach into your process, you can connect with the best talent—whether they’re actively looking or not.