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Encourage ‘hot leads’ to apply

Hot leads are candidates who have already shown a strong interest in your company by communicating or engaging directly with your website, social media, or other recruitment content. By setting up a campaign that encourages them to apply, you have a higher chance of converting them into applicants faster. The more hire-ready leads you convert into applicants, the higher your conversion rate will be, which builds a bigger pool of qualified candidates. It’s a win-win.

Channels run:
Email | Text | Video

KPIs affected:
Conversion rate | Time to fill

Set-up steps

  1. Create a campaign for “hot leads.”
  2. Use search or AI matching to identify the most qualified talent.
  3. Review the top candidates. Alternatively, if your technology includes engagement scoring, you can review the ones who match your keywords best and identify those who have interacted most with your content.
  4. Review the history of each candidate at the top of the list to see if they have interacted with your campaigns or responded to messages about jobs previously. If so, add them to your “hot leads” campaign. If not, they are not likely to be ready to receive information about open roles. Keep engaging them until they are ready.

Subject: Your qualifications caught my eye

Body: Hi [candidate first name],

We think your qualifications are outstanding. You could be a valuable addition to our team, which is why I am reaching out about the [specific role] opening at [organization]. In this job, you’ll get unique opportunities to develop skills like:

· [skill]

· [skill]

· [skill]

If that interests you, take a look at the job description: [insert link]. If it sounds exciting to you, let’s discuss your potential impact!



Subject: Opportunity knocks! Following up about the [specific role] role

Body: Hi [candidate first name],

I hope this email finds you well. I wanted to follow up on my previous message regarding the [specific role] at [organization]. Your qualifications are impressive, and we believe you could make a significant impact on our team. Here is a video of someone from the [department] team talking about the culture of the department:

[add video]

If you have any questions or would like to discuss further, please don’t hesitate to reach out. We look forward to hearing from you soon.



Maybe some of these leads have overflowing inboxes and they miss your messages. Make sure to use your SMS communication platform to send a message to nudge them again.

Hi [candidate first name], it’s [your name] from [organization]. Just a quick follow-up on the [specific role] position I emailed you about the other day. We noticed your qualifications and think you’d be a great fit. If you need more information on [organization], check out our video about what it’s like to work here [link]

Let us know if you have questions. I’d love to chat about the opportunity. Thanks!

For hot leads, you want to send videos that sell your jobs and teams. It’s important to show employee-generated videos about a “day in the life” and individual team cultures. To create this content, you can invite employees to record videos using these prompts.

  • Describe a day in the life of your role.
  • What was the best day in your role?
  • Share a story of a time your team innovated together.

Next steps

Keep the high-touch, personalized candidate experience going. When your recruiters or sourcers reach out to these hot leads, it’s important that they send messages that align with your employer brand and are tailored to them. This provides a better candidate experience than just sending them generic emails that anyone could have received. A positive experience can lead to increased brand loyalty, even if the candidate doesn’t ultimately get the job, benefiting your employer brand in the long term.

For those who didn’t respond or said they weren’t interested, keep them in a nurture campaign with general employer brand content until they finally come around.

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