Put yourself in the position of the recipient of your message. Why would they read your message? How will they react if they do read it?
It’s surprising how poorly email is used for job search. Remember whenever you are in any interaction with a potential employer — what you do in your job search is viewed as a “sample” of your work. So, show them your best!
1. Follow the Employer’s Directions
Duh, you say — who wouldn’t do that? LOTS of people! Missing this seemingly obvious point is emphasized as a significant, but common, error by many recruiters. If the directions are not followed, you appear either inept (can’t follow directions) or lazy (didn’t bother to read the directions). Obviously, neither is good for your job prospects in that company.
You look particularly “clueless” if the job posting specified that you address your message to a particular person or e-mail address, but you sent your message to another address or you didn’t address it to the person specified (“Dear Sir or Madam”).
2. Don’t Send Job Search Messages From Your Employer’s Network
If you lose your job (and using your employer’s assets for your job search will definitely increase that possibility), you lose your identity, your address book, and your ability to stay in touch with the people you’ve contacted.
Don’t assume that e-mail you send from your employer’s e-mail system is private, even if you haven’t been warned that it’s not. Monitoring of employee e-mail and Internet use just makes it easier, now, to identify those who are job hunting.
So, use a personal account for sending and receiving effective email — for privacy, control, and continuity. If possible, don’t use that account with your employer’s computer, network access, or any other company asset, even if you are doing your job search during “personal time.”
3. Be Very Careful of Mass Emailing!
Cookie-cutter messages can’t be customized for each specific opportunity and are less effective because they can’t address the unique situation and needs each opportunity represents.
Effective email must be customized. Think of the different “spins” you would use describing your new “significant other” to your mother, your best friend, and a co-worker in an e-mail message. You would probably use different words and emphasize different things in each message, although you would be accurately describing the same person. You would be customizing the description to the differing interests of your audience.
This is the same approach you should take with cover letters and resumes. You should customize your cover letter/message and resume for the separate interests and needs represented by each different job opportunity.
Mass e-mailing has other disadvantages in addition to lack of customization. These messages are more likely to get caught in “spam filters.” Messages that look like spam frequently get deleted by system-wide filters before they enter an organization’s e-mail system. These days, with the dramatic growth in spam, a second set of filters may reside on individuals’ computers, customized to the spam sensitivities of the person using the computer.
If someone thinks that you have spammed him or her, they could report you to a site like spamcop.net. As the result of such a report, your e-mail address could be added to one of the blacklists of “known spammers” accessed by the system-wide spam filters used by many ISP’s and other organizations.
If you are blacklisted, e-mail from you will be stopped before it enters any protected systems, for at least a week. This could be particularly embarrassing if you are using your employer’s e-mail address for your job search. Especially if your job search mass mailings result in your employer’s entire domain being blacklisted.
4. Address Your Messages Like Journalist
Unless the recipient is expecting a message from you, an effective email must get their attention. So, pay attention to the messages header – it’s as important as the contents of your message. If it fails, so does your message.
You want MOST of the words in your subject to be visible when your recipient sees your message. So, make the subject line a short attention-getter (in a positive way).
Think, headline! For your message to standout among all the other messages, the subject must be a “grabber” like the headline for a news story. Send a nondescript subject like “Information” or “Resume”? Expect to be ignored. Your subject must be honest and accurate, but interesting enough to have someone open it.
Good subject lines:
- “Follow-up to schedule next interview” – don’t let them forget your name
- “Experienced CRM project manager” – assuming jobs posted by this company indicate they are looking for CRM project managers
- “B.U. engineering alum resume” – sent to a fellow B.U. (or any school) alum gets your message in the right hands
5. Complete the “TO” Field Last
This effective email rule is based on painful, personal experience. Don’t put the recipient’s address in the “TO:” field until your message is perfect and ready to go. This way you won’t embarrass yourself if you accidentally hit the “Send” button before your message is ready. Sending “Ignore last message!” messages are ineffective and credibility destroying (or, possibly, a clever-but-very-risky ploy).
6. Use the CC Function to Keep People in the Loop
Copying relevant people on your messages is good professional courtesy. Hopefully, it’s also good marketing. For example —
- Send an interview follow-up message TO the hiring manager and CC the recruiter or HR manager
- Send an introductory message TO the contact person and CC the person who referred you
If you’ve already committed all of the errors above, don’t jump off a bridge. The good news is that you aren’t alone in committing them. Employers receive hundreds or thousands of unsolicited resumes. Most end up deleted. Obviously, that’s the challenge of effective email, as well as the benefit.
For this post, YouTern thanks our friends at Work Coach Cafe.
About the Author: Online job search expert Susan P. Joyce has been observing the online job search world and teaching online job search skills since 1995. A veteran of the United States Marine Corps, she is also a Visiting Scholar at the MIT Sloan School of Management. Susan has worked in human resources at Harvard University and in a consulting firm. Since 1998, Susan has been editor and publisher of Job-Hunt.org. Follow Susan on Twitter at @jobhuntorg and on Google+.