Linkedin：The Secrets to optimizing your outreach

The Secrets
to Optimizing
Your Outreach
LinkedIn recruiters share
their tips to live by
Talent Solutions

2
You’ve searched high and low and have finally found the
perfect candidate. Great, but chances are, you’re not alone.
If you think generic, templated outreach is going to catch
their eye, think again.
Between emails, InMails (LinkedIn’s messaging platform
for reaching job seekers), calls, and texts, quality
candidates are inundated with communication from
recruiters. In the pages that follow, you’ll learn how to craft
outreach messages that will get opened – and answered.
First impressions
are everything
In the battle for a candidate’s
attention, you’ve got to stand out.
Introduction

Meet the recruiters..............................................................4
The 5 can’t-miss email and InMail outreach tactics........5
1. Open strong................................................................6
2. Make a connection....................................................8
3. Recognize their skills..............................................10
4. Be succinct...............................................................12
5. Use your network.....................................................14
Outreach pitfalls................................................................16
The “before you hit send” checklist................................ 17
Bonus: Calling and texting..............................................19
Conclusion........................................................................22
How to master
outreach and pique
candidate interest
Table of contents

4
Global Sales Talent Acquisition
Senior Campus Technical Recruiter
Maria brings nearly 7 years of recruiting experience to LinkedIn,
where she focuses on nontechnical, quota-carrying roles. She’s based
in San Francisco, California, and has a knack for identifying winning
candidates who can thrive as relationship managers and customer
success managers.
Cam has been with LinkedIn for almost 5 years. During that time,
he’s helped connect countless students with new jobs as they start
their careers. He’s based in Seattle, Washington, and when he’s
not recruiting, he can be found scrolling through Twitter for sports
updates and pursuing his sportswriting passion.
We dug through our data to find LinkedIn recruiters with the best outreach response rates. And, drumroll
please – here they are. This talented group spans industries, continents, and experience levels.
Meet the recruiters
Senior Technical Recruiter
Senior Technical Recruiter
Sourcer
Since 2016, Shriram has hired software engineers who focus on scaling
LinkedIn’s infrastructure and increasing its resiliency and reliability.
If you catch him outside of work, he can typically be found spending
time in his garden or listening to audiobooks.
Originally from China, Calvin specializes in recruiting software
engineers. He’s been with LinkedIn since 2017, and is currently based
out of the Sunnyvale, California office. In his free time he enjoys taking
trips with his husband and their dog Coco.
Based in Ireland, Maire has spent the past 3 years sourcing and
recruiting manager-level sales professionals. In her free time she enjoys
spending time with her niece and nephew, swimming, and pilates.
Maria Mencias
Cam Pezet
Shriram Gharpure
Calvin Liu-Navarro
Maire O’Connor

The 5 can’t-miss email
and InMail outreach tactics

6
Tactic #1: Open strong
Hook them with a
catchy subject line
When it comes to emails and InMails, you can’t make your
case if they don’t open your message. Like email, InMail
follows a similar format. A recipient will see a subject line
in their inbox and then decide if they want to open it.
Make no mistake about it – often times, the subject line is
the most important part of your message. If it doesn’t engage
candidates right away, they’ll never hear about your amazing
new job opportunity. Subject lines need to be concise,
motivating, and if possible, personal. Give your candidate
a reason to read on.
The best advice I ever received
was to keep the subject line short
and punchy. I like to put on my
candidate hat and ask myself
what would make me want to
open a message.
Maire O’Connor
Sourcer, LinkedIn
“
”

7
Most people list outside interests on their LinkedIn profile and resume.
By mentioning one in your subject line, you tap into a personal passion
and stand out from email cold calls.
It’s been used a thousand times, and it rarely gets read.
Like the first one, this taps into a common interest, which makes you
less of a stranger.
Tactic #1: Open strong
Good subject lines make a quick, personal connection and bad subject lines look like every
other recruiters’. To get some tips on how to catch a reader’s eye, keep on reading.
Set the tone
Hello from a fellow bulldog owner
Want to come back to Flexis, Yvette?
You’re probably happy at FixDex, but…
Too long, too generic, and easily ignored.
Looking for a dynamic Director of Marketing with a broad
marketing background for a great company!
Example 1
Example 2
Example 3
Example 4
Why it works Why it doesn’t work
Why it works Why it doesn’t work

8
Embrace
personalization
Finding qualified candidates has never been easier. But being
able to cut through the noise and have a dialogue might be
harder than ever. This is particularly true for people who are great
at their job and constantly get bombarded by recruiters.
With this increased competition for attention, it’s time to
embrace personalization. For candidate outreach, personalization
can be defined as researching your prospective candidate and
then tailoring your messaging using the insights you’ve gathered.
You never want someone to
think they’re getting spammed.
A few personalized touches
really help make your message
feel tailored to them.
Maria Mencias
Global Sales Talent Acquisition, LinkedIn
“
”
Did you know?
LinkedIn recruiters who acknowledged something
specific about a candidate’s background saw over a
10% increase in response rate.1
1 “The Recruiter’s Guide to Writing Effective LinkedIn InMails,” LinkedIn, 2017
Tactic #2: Make a connection

9
Example 1
Example 2
Now that you know how to get a candidate’s attention with a catchy subject line, it’s time to give them a
reason to respond. Here are some examples of opening lines that use personalization to hook candidates.
How to personalize the candidate experience
Why it works
People love talking about themselves, and especially
their extracurricular activities like blog posts.
Why it works
This acknowledges that you’ve done your research
on their background while also building them up.
Tactic #2: Make a connection
You’ve built quite a resume, and I think you’d really enjoy this
role I’m hiring for.
Take a look at the attached job description and let me know if
you’re interested.
My company is currently looking for a front end developer and I
think you’d be a great fit.
Any chance you’d be interested in stopping by our office and
sharing your insight with our team?
I really loved your recent post about _____ on ____. [ex: agile
workflow methodology, Twitter]
I noticed that you used to work for Flexis in Boston, and that’s the
training model that we’re trying to emulate.

10
Don’t be afraid
to flatter
Studies show that people are more motivated to help others
when they’re recognized for their skills and efforts. Since you’ve
already identified them as a worthy candidate, let them know
what makes them special.
Make sure that whatever skill or
accomplishment you recognize
aligns with why you’re reaching
out, otherwise it may cause
confusion and drive a candidate
not to respond.
“
”
Did you know?
Over half of all candidates expect that a recruiter’s
outreach message will contain specifics about how
their accomplishments make them a good fit at
the organization.2
2 “Inside the Mind of Today’s Candidate,” LinkedIn, 2017
Cam Pezet
Senior Campus Technical Recruiter, LinkedIn
Tactic #3: Recognize their skills

11
I spent some time this morning checking out your GitHub profile
and your Ruby skills are off the charts!
When it comes to flattery, be as specific as possible. Always try to get at the “why” behind
what caught your eye. Here are a few examples to guide your outreach practices.
Making your flattery sincere
Why it works
The specificity shows that you sought out this
person, and aren’t sending out a mass email.
Why it works
Plain and simple, flattery works. This approach feels
authentic through its everyday language and social proof.
As Terrallel continues to thrive, it never hurts to know more
about people in our industry.
If you’re interested, I’d love to tell you more about some of the
things we’re working on.
I’m a recruiter for Red Spike, and we’re searching for a front end
developer to join our team.
You would be working out of either our Sunnyvale or San
Francisco offices, with a moderate amount of travel expected.
I’ve got to say, I’m pretty blown away. I just chatted with some of my
marketer friends in Vancouver and they’re all singing your praises.
Tactic #3: Recognize their skills
Example 1
Example 2

12
Remember that
less is more
Keep your message short,
and be sure to include clear
next steps or a call to action.
“
”
LinkedIn research tells us that candidates want some details
about a new opportunity in a recruiter’s first message. But they
are actually less likely to respond if you tell them everything.
Give them your best pitch, but leave them wanting to learn
more. This is especially true when reaching out to a prospect
who isn’t actively searching.
Did you know?
InMail and email messages over 200 words tend to
get lower response rates, and messages with less
than 100 words tend to get higher response rates3
3 “Psychological Tricks to Improve Your InMail Response Rate,” LinkedIn, 2017
Shriram Gharpure
Senior Technical Recruiter, LinkedIn
Tactic #4: Be succinct

13
Example 1
Hi Jocelyn,
As soon as I saw the David Ogilvy quote on your profile, I knew I
had to get in touch. We actually have the same quote framed in
our office.
I’m currently building out a paid media team and think you’d be a
great fit. Do you have some time next week for a quick call to talk
about the role, and of course, the wise words of Mr. Ogilvy?
Candidate outreach is a perfect example of less is more. Even though there might be tons of details about your open role, take a step
back and ask yourself what information is essential for this stage of the process. Here are a couple thought starters that focus on brevity.
How to keep it short and sweet
Why it works
We start with a hook to build relatability, and then pay it off at the end in
a playful way. Clocking in at 70 words, this message is short, sweet, and
has a clear call to action.
Example 2
Hi Pat,
I’m blown away by your sales skills at T-Mobix. Coincidentally,
that’s where I started working after college, too.
I am always looking to network with bright sales individuals, and
I’d love to learn more about your career goals.
Let me know of 2-3 times when you are available to talk, as well
as a good number to call. Cheers!
Why it works
As in the first example, this outreach email is a quick read at 77 words
and establishes something that the recruiter and candidate have in
common early on.
Tactic #4: Be succinct

14
Strength in numbers Make sure to use your network
first by checking if you have a
connection in common. Another
way I get responses is by sharing
videos I make with hiring
managers. People love them.
“
”
Your current employees are a great source for recommendations
– and a valuable connection when reaching out to prospects.
When someone you know has insight into a candidate, always
be sure to use it.
Did you know?
Referencing a former common employer
in your message increases your chances
of getting a response by 27%.1
Calvin Liu-Navarro
Senior Technical Recruiter, LinkedIn
Tactic #5: Use your network

15
The power of your network should never be underestimated. If you regularly recruit candidates in the same
industry in the same region, it wouldn’t be unusual for someone you know to know that candidate. Browse these
tips for how to let networking take the work out of “working.”
Finding your 6 degrees of separation
Why it works
This approach is doubly effective because it highlights a
mutual connection while also being complimentary.
Why it works
This option uses a mutual connection and subtly implies
that since that connection loves it, you probably will too.
you seem like a perfect fit for the direction our company is
heading, and I knew I had to reach out.
Do you have time to hop on a call this Thursday?
Even if you’re not planning a career move, I’m wondering –
would you consider an outstanding new opportunity? Your former
colleague Van Reyes mentioned you’re an amazing programmer.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do
Plus, our whole team works from home every Wednesday.
Anyway, I’m looking forward to connecting next week. Talk soon!
Our employees really appreciate the great work-life balance
here, and since you already know Leslie, you may know what
I’m talking about.
Tactic #5: Use your network
Example 1
Example 2

16
Outreach pitfalls
There was a time when the spray and pray method of sending unpersonalized outreach en masse
worked. But those days are long over. Here are some things to avoid as you’re crafting your outreach.
1. Just say no to jargon
No one likes buzzword bingo. Most jobs come with a set of corporate
terminology, but always write how you speak.
2.Asking a prospect to do your job
Sometimes it’s OK to ask if someone knows someone who’d be
interested in a role. But other times, not so much. Countless recruiters
ask someone else to do the heavy lifting.
3.InMails/emails that should’ve been status updates
Avoid things like “Please feel free to pass along the great news that we
have a management opportunity at our location in Council Bluffs.”
4.Don’t provide distraction links
Too many embedded links cause readers to get distracted.
When sending outreach messages, keep your call to action clear.
5.Avoid spam triggers
To protect users from scams, certain words or phrases will cause
an email to go directly into the spam folder. Here’s a list of some
of those terms:
Potential earnings Earn per week Income from home
Extra income Money making Online degree
Work from home Expect to earn As seen on

17
The “before
you hit send”
checklist
Here are a few rules of thumb for outreach that
are designed to make the recipient open it up,
take notice, and respond.
Send your messages when they’ll be acted upon. Between 9:00 am
and 10:00 am on a weekday receives higher response rates, while
messages sent on Saturdays are 16% less likely to get a response.1
Show that you’ve done your research by making it personal.
Find something in common with each candidate and use that in
your message: interests, hobbies, LinkedIn Groups, employers, etc.
Don’t give too much information, but make sure to give enough.
According to LinkedIn research, candidates want job details, salary
range, and a company overview in a recruiter’s first message.
Keep subject lines short, catchy, specific, and enticing. Yes, that’s
a lot to do in a few words.

18
Uplevel your
outreach with
LinkedIn Recruiter
LinkedIn Recruiter lets you customize InMail messages with
valuable personal insights. With just a few clicks, you’ll be able
to see if you share connections or have LinkedIn Groups, former
employers, and companies you follow in common. The personal
touch is proven to increase response rates.
• Use the Relationship filter to target 2nd-degree
connections, ensuring you have people in common
• Use the My Groups filter to find people who are
members of the same groups
• Use the Company Followers filter to find companies
they admire

20
Dialing it in
The amount of time we spend actually talking on the phone pales in comparison to the time we spend using all other phone features.
But sometimes you just need to pick up the phone and make a call. Here are a few pointers to help you ace phone outreach.
1. Be direct
Clearly state that you’re calling them about a job. Small talk can come later.
3. Find out what it would take for them to change jobs
This is the most important information you can get out of a call. Find out
what they’re looking for and speak to how your role checks those boxes.
2. Remember that they’re in the driver’s seat
Like it or not, it’s a candidate’s market out there. For now, it’s your job to
sell the candidate on the role.
5. Don’t forget to connect
After the call has ended, follow up with them on LinkedIn. This will help
keep you front of mind as they think over the job opportunity.
4. Build them up
Try something like “Ariana, I’m calling because you’ve impressed a lot of
people in the industry and my hiring manager loves your experience.”

21
R U txting candidates?
In a world where everyone is glued to their phone, texting is proving to be an efficient outreach method. While emails and phone calls can be
time consuming or get lost in the shuffle, texting removes a barrier to entry in getting a response. Plus, there’s a lot of value in someone being
able to respond to your message while waiting in line at the grocery store. Here are a few texting tips built for getting responses.
1. Ask for permission, not forgiveness
Not every employer views texting as appropriate (yet). Before you
shoot a candidate a text, make sure that it’s not a no-no with your
company’s recruiting practices.
2.Keep it short
Nobody likes reading essay-length texts. By keeping things short,
you’ll get their attention and start a conversation. “Hi. I’m _____
with _____ and I think you’d be a great fit for a role I’m hiring for”
is a great place to start.
3.Hook them then schedule a call
While texting has its benefits, it’s not the place to be having drawn
out conversations about something as important as a new job.
Once you can tell they’re interested, schedule a call to give them
more details.
4.Keep it professional
By nature, texting is casual. But be sure to keep things buttoned
up. Avoid using slang and “text speak” like “LOL” or abbreviated
spellings.
5.Don’t leave them hanging
If you’re engaged in a conversation with a candidate, they’ll
expect quick responses. Don’t put the phone down and take the
dog for a walk. Always remember that the channel you’re using
comes with a set of responsibilities.

Regardless of which outreach channel you’re using, the first
point of contact with a candidate sets the tone for what’s
to follow. A staggering 83% of candidates say that their
impression of a company and a job are shaped during the
outreach phase.3
The average person receives over 121 emails a day and less
than 4% of them get answered.4
But if done correctly, you’re
ready to reach today’s most sought-after talent.
Bottom line?
Outreach is crucial.
3 “7 Stats That Highlight the Importance of Candidate Experience,” Lever, 2017
4 “The Shocking Truth About How Many Emails Are Sent,” CampaignMonitor, 2017
22

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