Cold Calling in Recruitment: A Step-By-Step Guide

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Make new connections and find the right people with a step-by-step guide to cold calling in recruitment.

Cold calling in recruitment is a proactive way to connect with potential candidates, even if they’re not currently job hunting. 

This guide will take you through the process, from doing your research and preparing for the call, to personalizing your approach. 

What is Cold Calling in Recruitment?

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In recruitment, cold calling involves reaching out to potential candidates who haven’t applied for or shown interest in a particular job. 

These individuals are usually found through databases or professional networks like LinkedIn. You won’t show up as a known caller on their phone caller ID, so you need to have a pitch ready. 

4 Steps to Perfect Your Recruitment Cold Calls

1. Research and Build a List of Potential Candidates

Finding people who aren’t explicitly looking for jobs (passive candidates), can be tricky. Here’s how you can build your list.

1a. Identify Candidates

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The first step in cold calling is finding candidates. You can use several sources to do this:

• LinkedIn: Use LinkedIn to filter candidates and check mutual connections and recent activity, which can offer clues about their current interests.
• Job boards: Indeed and Glassdoor, or industry-specific boards like Stack Overflow for developers, are great for finding candidates too.
• Internal database: If your company has a database or applicant tracking system, review past applicants who might be ideal for the role.
• Referrals: Use your personal or professional network to get referrals. Having a shared connection can increase your chances of a successful cold call.

1b. Do Your Research

Once you’ve identified potential candidates, the next step is to thoroughly research their professional background. Focus on:

• Current role: You’ll need to know their current position and responsibilities, and how long they’ve been with their employer. 
• Skills and expertise: Look for specific technical skills, like experience with narrative reports or a specific software your business uses, or soft skills listed on their profile.
• Career progression: Review their career path to see how they’ve moved up in their field or shifted industries. This might indicate their openness to new opportunities.
• Company info: Understanding the size and industry of their current company will help you position your opportunity in a way that appeals to their values or preferences (e.g. a shift from a corporate to a start-up environment).
• Recent activity: If they’re active on LinkedIn, check what they’ve posted or commented on. This can provide a conversation starter around shared interests.

1c. Organize Your Leads

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Next, organize your list of leads to stay efficient, especially if you’re reaching out to lots of candidates. Here’s how:

• Create a spreadsheet or use a CRM: You can use a simple spreadsheet to track details like names, job titles, companies, and contact info. For more advanced tracking, use a Customer Relationship Management (CRM) system or Applicant Tracking System (ATS). You can use tools like VoIP Hubspot integration to connect popular CRMs with your phone system too. 
• Segment your list: Group candidates based on factors like industry or location so you can easily tailor your messaging.
• Score candidates: Rank them based on how well they fit the job requirements. For example, give higher scores to those who meet specific certifications or experience levels.
• Prepare contact info: Make sure you have accurate phone numbers and emails. Double-check this info, as incorrect contact details can slow down your outreach.
• Plan your outreach timeline: Set up a timeline for contacting candidates and track your interactions. 

2. Prepare Your Script

Cold calling in recruitment can be tough, so having a solid script will help you stay clear and persuasive.

2a. Nail the Intro

The introduction is essential because you only have a few seconds to catch the candidate’s attention. You want to build rapport quickly and explain why you’re calling.

• State your name and company: Be upfront about who you are and where you’re calling from. This helps the candidate feel more at ease and understand why you’re reaching out.
• Personalize the call: Let the candidate know how you found them and why. This makes the call feel more intentional, rather than a random call from a call center. 
• Establish relevance: Right away, mention why you think they’d be a good fit for the role, based on the research you did beforehand. 

2b. Prep an Overview

After the intro, give the candidate a brief overview of the role. Your goal is to spark their interest. Focus on how the opportunity could benefit them.

• Highlight key aspects of the role: Focus on the most appealing parts of the job, like company growth or opportunities for advancement. 
• Emphasize potential benefits: Tailor the benefits to what matters most to the candidate — whether that’s career growth, better compensation, a positive organization culture, or work–life balance. 

Image sourced from shrm.org

Positive company culture and competitive benefits are especially important. A survey found that these two factors were the top two reasons organizations didn’t have trouble recruiting for full-time regular positions in the last 12 months.

• Keep it concise: Since the candidate might not be expecting your call, don’t overload them with too much info right away. Your goal is to get them interested enough to keep the conversation going.

2c. Be Ready For Objections

It’s common for candidates to have some objections, especially if they’re not actively job hunting. Here’s how to handle a few common ones:

• “I’m not looking for a new role right now”

Response: Acknowledge their situation but highlight the future potential of the role.

Example: “I totally understand. It sounds like you’re in a good place, but this role offers some unique opportunities for growth and benefits like remote work that could be worth considering down the road. Would you be open to hearing more, just to see if it might be a fit in the future?”

• “I’m happy in my current role”

Response: Show empathy, then gently point out what might make your role more appealing. 

Example: “That’s great to hear! The role I’m calling about is actually very similar to the work you’re doing now, but it might offer some exciting new challenges.”

• “I’m too busy to talk right now”

Response: Respect their time and offer to follow up later. 

Example: “I completely understand. When would be a better time for us to connect? I’d love to share more about this opportunity when it’s convenient for you.”

2d. Have Answers To Hand

Any good cold call script has a list of FAQs at the end. Be ready to provide clear, concise answers that keep them engaged. Candidates often ask about:

• Job responsibilities: Be able to elaborate on key duties and day-to-day tasks as well as the expectations of the role.
• Company culture: Share what makes the role stand out, like a supportive leadership team, flexible work policies, or it being one of the most purpose-driven companies.
• Salary and benefits: You don’t need to give exact numbers right away, but be prepared to discuss general salary ranges and benefits.
• Growth opportunities: Talk about long-term potential, such as career advancement or professional development programs the company offers.

3. Initial Contact and Tailoring Your Pitch

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Timing is key. Professionals are often more available and open to calls at certain times, like early morning or late afternoon, when they’ve likely finished their most urgent tasks.

Not everyone will pick up, so leaving a well-crafted voicemail can help you make a good impression. You can use voicemail drops to speed this process up. 

3a. Gather Info

Once you have the candidate on the line, don’t waste time with long-winded explanations. 

• Gauge their interest early: After introducing yourself, ask if they’re open to hearing about new opportunities. This means you won’t overwhelm someone who isn’t in the right mindset for a job change. 

Example: “I know this is out of the blue, but would you be open to hearing about a role that could be a great fit for your career?”

• Ask open-ended questions: Instead of simple yes/no questions, ask ones that encourage them to share more about their career goals. This helps you understand what drives them.

Examples:
“What do you enjoy most about your current role?”
“Where do you see yourself in a few years?”
“What are the most important things you’d look for in a new job?”

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• Listen for key info: Yes, most employees want to be rewarded with more pay and rewards. But there are other things that can draw us to a new role. Pay attention to what they emphasize — whether it’s career growth, company culture, work-life balance, or job stability. Use this information to customize your pitch as you go.

3b. Personalize

Once you’ve gathered enough information, shift the conversation to make your pitch more relevant to them. The key is to avoid sounding like you’re reading from a generic script.

• Emphasize relevant benefits: Focus on aspects of the role that align with the candidate’s priorities. 

Example: “It sounds like leadership is really important to you. This role offers a clear path to management, with plenty of opportunities to lead a team as we continue to grow.”

• Focus on growth opportunities: If the candidate is looking for career development, highlight how the position will help them expand their skills. 

Example: “This role is a great opportunity for career development. Our company is growing fast, so you’d be working on large-scale projects that will really help you build your skills and move up.”

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• Address flexibility and work-life balance: With the rise in demand for remote jobs, if flexibility is important to them, highlight any remote work options or flexible schedules. 

Example: “I know work–life balance is a top priority for you, and one of the great things about this role is the flexibility it offers. We fully support remote work and flexible hours, so you can maintain that balance while advancing your career.”

4. Conclude and Follow Up

Once you’ve had a productive conversation and the candidate shows interest, it’s important to establish the next steps to keep the process moving forward.

4a. Set the Next Step

If the candidate is interested in the role, suggest a clear and actionable next step, like scheduling an interview or connecting them with a hiring manager.

Example: “It sounds like this could be a great fit for you. How about we schedule a time next week for you to meet with the hiring manager and discuss the role in more detail?”

If they need more time to think it over, agree on a time to reconnect and follow up.

Example: “I completely understand if you need some time to consider. How about we touch base next week — does Tuesday afternoon work for you?”

4b. Follow Up

After the call, send a follow-up email to thank the candidate for their time. Include any additional information about the role or company that might help them make their decision. This is also a great opportunity to reiterate key points from your conversation and confirm any next steps.

Example: “It was great speaking with you today, [Candidate’s Name]. I’ve attached some more information about the role and our company culture for your reference. Looking forward to our meeting next week!”

Even if the candidate isn’t immediately ready to move forward, it’s important to maintain the relationship. Stay in touch by periodically checking in or sharing new opportunities.

You could even send them industry updates or links to useful blogs, such as IT cost optimization strategies or interesting white papers. 

Final thoughts: Keep refining your approach

Cold calling is a difficult task and there’s no one-size-fits-all approach. You’ll not only need to tailor your calls to each candidate, but also make note of what works and what doesn’t.

If you want to be a successful recruiter, always be on the lookout for ways to improve and refine your tactics for cold calling in recruitment. With this and a heavy dose of approachability and knowledge, you’ll be cold calling with confidence.