If you would have asked us three years ago - when we were still in university - in what industry we would want to work in, we can assure you we wouldn’t have said the recruitment industry. Because let’s be honest, it really isn’t the most sexy industry to be in - but here we are: working in the recruitment industry.
So why are we then? Well, because - as students who started to explore their opportunities for a life after university - we noticed that the graduate recruitment industry was broken and needed change.
One of the things that reflects this notion that the industry is broken is bulk emailing.
If you are or have been in university, chances are that you have received a bulk email of an employer more than once. It (unfortunately, still) is a very common way of employers to communicate their opportunities. Besides the fact that bulk emailing is nothing shy of SPAM (and no one likes SPAM), it is actually also very ineffective…
Here is some simple math to back that up (based on figures provided by a company that provides mass advertising services to employers).
Let’s say you email 1,000 students regarding an opportunity, which will usually cost north of £/€ 1,000. First, only approximately 15% will open the email. Then, of the ones who actually open the email (150 students), on average only 10% will click through to the opportunity on the employer’s website. That is, indeed, 15 students. Of those 15 students, let’s say only 20% will apply (and that would be a good result!), generating 3 applications. Odds are these are the ‘more desperate’ candidates, resulting in 0 relevant applications and, consequently, a complete waste of money.
Here are some more figures that in turn explain the example above.
In 2011, we already witnessed a 34% decrease in the time spent online using web-based email among students (ages 18-24) compared to a year before. This figure sure has not been climbing since then if you consider the rise of social media platforms as a means of communication. Thus, bulk emailing this group seems as effective as targeting 80 year olds on Twitter.
No surprise - we do not believe in bulk emailing. Instead, we believe in highly targeted, relevant and personal interactions between students and employers.
This prevents students from getting mailboxes full of emails they haven’t asked for, and instead builds meaningful conversations while saving employers a lot of time and money. After all, you only need one candidate for the job: the best one. So why not reach out to him/ her in a direct and personal way? It works way better than sending impersonal and taggy emails. And after all, no one likes SPAM.