This post is based on a small study of my network.

I asked software engineers, product people, and sales people.

(people that frequently receive numerous unsolicited cold emails from recruiters and sales folks)

"what about a cold message makes you reply?"

I wanted to find the top three things they looked for in a message from someone they had never met.

After reading a number of responses. I found motivation is different for everyone.

In the process I also learned eleven things that people wanted to see included in cold emails and messages to get them to reply.

1. Appropriate

Candidates wanted to know that the message and role they are being approached for is appropriate.

That the recruiter did their homework and knows who they are.

And the role stands a high chance of something they would be interested in. Not a mass emailing attempt with the hopes of hitting the right person in the process.

It was interesting that people also said “don’t limit contact to roles at my current level”.

Many requested that more senior roles be sent that would make sense as the next step in their career.

2. Personalized



A number of people said “I delete cold emails if I detect any signs of it being a mass email template”.

People view personalization as a sign of proof that you know exactly who they are.

And that you are a real person.

3. Tone

In the tech world buzzwords are as common as fake corporate speak and B.S. tones.

Candidates and sales prospects mentioned “messages should have a casual conversational tone”.

A message shouldn’t be filled with buzzwords or copy and pasting.

I like how one person put it “kind, friendly, and kind of like online dating”. A goal we should have when cold emailing someone.

Even if you are not a recruiter.

4. Ultra Specific

Candidates wanted to know why they should be interested in this role. “Tell me specifically what about my profile made you think this role is a good match”.

I see this is as another indicator of proof.

With so much noise cluttering up inboxes. People look for specific, targeted messages. That show you are a skilled pro and not another drone (saleswoman or recruiter).

5. A Shared Connection

Some went as far as to say they don’t respond or talk to people that they don’t know or share a common connection with.

This is a great tip for people who send cold emails to pick up on.

If notice you share a common connection on LinkedIn. Mention the common tie in your message.

People tend to buy from people they like or know.

6. Specific Details

Many candidates mentioned "some recruiters and salespeople come off as being sketchy or overly vague". Or playing the curiosity card too often.

“you are trying to interest me in a role or product but you can’t provide any details?”

It’s important for recruiters to include the location of the role and the company name you’re recruiting for. Whether it’s your company or a company that is a client of yours.

Give more. And try adding details to raise your response rate.

7. Profile

This was an interesting response I didn’t expect.

Prospects said they view the sender’s LinkedIn account or find them on Facebook or Twitter before they decide to respond.

If you are one of those people on LinkedIn without a profile picture. Or your profile is nearly blank. You are hurting your chances on getting a response from someone you have never met.

The same way you use Amazon. The product pictures. And reviews.

People do the same thing with your online profile before they decide to (buy) respond and give you a chance.

8. Provide The Bait

Candidates are looking for more than random information and details “tell me what’s in it for me”.

I am comfortable.

I have a job at a good company.

I have everything I want at the moment.

What is the bait for me to consider making a move?

This is a broad topic that can go in many directions.

Recruiting messages often spend too much time talking about the investment team, the product, or technology in general.

And fail to hit on the right topics to attract someone.

Change it around.

Think from your prospective candidate’s perspective.

What’s in it for them?



9. Message Length



I heard from candidates on both sides of this topic.

Some prefer brief messages

Others like very detailed messages.

I have my thoughts on this subject. For now I will leave it at this:

Know your audience.

10. Challenges

Candidates said “don’t just tell me about the latest product you released” or “how many users you’re trying to reach next”.

Instead they were more interested in hearing the exact challenges that this role is going to be tasked with.

"Why this role was created?"

It was apparent that challenges and the "story" were much more interesting than the typical information they received.

Share the pain points and challenges your company is facing and why this new role is critical.

People want to feel valued. And that their work is meaningful.



11. Useful



Prospects want to know that what they are a part of is much bigger than another shot in the dark.

Or "just another piece of software".

They want to know what they’re building is useful and who it’s useful to.

How is this product going to help people? How will it change lives?

Will it change the world?

Candidates were clear. It is not all about the money, shareholders, and profits.

They want to learn who the target customer is. And how is the product useful or meaningful to them.

- - -

I hope this helps improve your cold emails and recruiting messages.

Last week someone said to me:

that approach will never work for me

I rarely process what people say until a few days after a conversation.

I thought about it some. They were right.

With a closed mind. No new information or technique will work for you.

We must open our minds. And try new things.

To find new results.

If cold emails and recruiting messages interest you....

Get more here

The author also wrote "How To Improve Cold Emails" and "12 Things I Learned The Hard Way". Read more from Clinton Buelter, a tech recruiter turned entrepreneur, by hitting the follow button below.

(photo by Bruno Girin)