| Available for | Roles | Super Admin, Admin, Team Member, Limited Team Member |
| Permissions | • Manage nurture templates | |
| Packages | LeverTRM, LeverTRM for Enterprise |
Nurture is a powerful email marketing tool that makes it easy for anyone involved in hiring to source and engage with top talent. In Lever, there are two types of templates that you can create; standard templates that you can use for regular day-to-day outreach and Nurture templates that you can use for multi-touch bulk email campaigns. For information on setting up standard email templates, refer to our help article on creating email templates.
In this article
Creating Nurture campaign templates
Nurture campaign templates can be personal to your account or shared with your team. Users with Limited Team Member access and above can create and manage both personal and team templates. Keep in mind that if you do not have the Advanced Nurture add-on, then you will only be able to create personal templates.
- Navigate to Settings > Nurture templates
- Click + New next to 'My templates' or 'Team templates'
- In the template editor, give the template a title under which it will appear in the template menu
- Enable 'send emails as replies' if you want your touchpoints to be sent as responses in a single thread
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When creating team templates, be sure to title your templates in such a way that your colleagues will easily be able to tell the type of outreach for which the template is meant to be used (e.g. 'Sales leadership campaign - 3 touchpoints'). |
Nurture campaigns will typically consist of multiple touchpoints, and there are several configuration steps to automate timing and delivery. Below is breakdown of each field:
Start step
This is when the campaign will begin, and when the first email will be sent to a candidate. Nurture uses off-hour timing, which means emails will not go out right on the hour. This way your email appears more personal, and less likely to be filtered as spam.
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Nurture campaigns are automatically set to end when a candidate responds to a nurture email. Nurture also uses automated stage progression in order to track new lead engagement. For more information on this, refer to our help article on automated stage progression in the Lead section of the pipeline. |
Wait step
This is how long to wait between touchpoints. If the sender receives no response to a campaign between scheduled touchpoints, then the next touchpoint will automatically go out based on the wait step set.
Finish step
This is when the campaign is set to end, and what action will be taken to this candidate (archive, snooze, or do nothing). In order to maintain a clean pipeline, you may wish to automatically archive candidates who did not enage with your campaign.
Configuring touchpoints
The nurture touchpoints you create will be very similar to standard email templates, allowing you to customize who the email is sent from, use rich-text and HTML formatting, or insert placeholders where needed.
In you're unfamiliar with email templates, refer to our help article on creating email templates.
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Due to Gmail’s 'Conversation View' — where emails with the same subject line get grouped together into one thread — we recommend using the {{candidate first name}} auto-text token in the subject line (e.g. 'Jane, you’re invited to interview with Lever!'). |
Using manual-text tokens
Manual-text tokens are unique to Nurture campaigns. A manual-text token is a placeholder field used in Nurture campaigns, typically for information that cannot be auto-populated from Lever. For information that can be auto-populated, refer to our help article on using auto-text tokens in emails.
The placeholder is designed to be a free-form attribute, allowing you to set any information into this field.
- In the Nurture editor, click Placeholder
- Choose from a list of existing auto-text tokens, or click Placeholder at the bottom of the dropdown list to create a placeholder
- In the Placeholder editor, set the name and "Fallback" which will populate if you do not manually enter text in the token field
Placeholder field values can take any length of characters. For example:
- {{experience}} could be used as a placeholder to write an entire paragraph on a candidate’s impressive background
- {{years}} could be used as a placeholder for how long a candidate was at a company
- {{current company}} could be used to as a placeholder for a candidate’s employer
When starting a Nurture campaign, you will define these manual unique fields in the 'Personalize' step.
- Click into the touchpoint that you wish to personalize
- The placeholders that need to be defined will be highlighted in yellow in the email body
- Enter personalized text in the corresponding text field on the left side of the editor
Once you have entered the personalized text, it will appear in the Nurture email. Note that if you define default text for a placeholder that you leave blank, that default text will auto-populate in place of the token. In this example, the default text is "impressive skill set."
Saving and managing nurture templates
Once you are ready, click Save Changes in the top right of the editor. Once you save your template, it will appear in the template menu of the email composer. If you open a template, you may use the buttons on the left side of the editor to move, duplicate, reset, or delete the template. For more information on starting campaigns, refer to our help article on using nurture campaigns.
Nurture template examples
The most challenging aspect of writing great recruiting emails to nurture
top talent is ensuring yours are unique and differentiated enough to stand out from the rest while eliciting a response from the talent you’ve sourced. Here are nine email tips and seven effective templates we’ve gathered from
both top talent and recruiting pros.
- Do your research on each candidate
- Create customizable templates
- Write compelling subject lines
- Include only the most pertinent/relevant details
- Always have a clear CTA
- Leverage your email signature for recruitment marketing
- Use social media to connect with candidates
- Have a follow-up strategy in place
- Measure the results of your outreach
Click to reveal the templates below and modify them for your own use.
Subject: Your impressive background
Hello [candidate name],
Your background is killer, it looks like you’ve been really successful at [company] and that experience will really help elevate our function. In fact, I see you’ve been recognized for [skill or award] and [skill or award].
I have a role where I think you’ll really excel with these skills. Are you open to a conversation?
Best,
[your name]
[your title]
Subject: Networking/Interesting Background
Hi [candidate name],
I hope that you are doing well. My name is [your name] and I’m a recruiter at [your company]. Right now, we are searching for [role] to work closely with [team name 1] and [team name 2] to help build [job function]. We are looking for an innovator with vision who sees the big picture, but is equally comfortable rolling up their sleeves to implement campaigns and strategies.
If this sounds like something that might interest you, let me know when works for a chat either this week or next!
All the best,
[your name]
[your title]
Subject: The best part of [job function]
Hi [candidate name],
What’s your favorite part of [job function]? Mine is the problem solving: digging into a new customer, and a new market, and really understanding what makes a business tick.
That’s what drew me to [link to your company website], and why I’m excited to start building out our [job function] team (maybe starting with you). I didn’t hear back after my first note. Is this something you’d be interested in?
Here’s the job post again: [link to job posting]
Let me know one way or the other!
[your name]
[your title]
Subject: Hello from [your company]
[candidate name],
We haven’t met, but we should. :)
Why I’m reaching out to you: our team is looking for an incredible sales recruiter to partner with our sales leadership and CEO in supporting growth efforts within the sales org here. We need to significantly scale our sales development and account executive teams, as well as continue adding in sales leadership.
It’s going to be a busy year.
There’s a lot of opportunity to not only help us scale our sales team, but to also be a part of the meta-team: you’re hiring the people that build the product that you would use on a daily basis. It’s been pretty surreal so far seeing our feedback alive in the product while helping fix the industry of recruiting.
That said, I know you’re likely knees-deep in your recruiting efforts with [company] right now, but let me know if you’d be open to chatting.
And if now isn’t the right time, I’m always interested in connecting anyway, so that when you are looking for something new, Lever comes to mind. In the meantime, feel free to check out our most recent exciting news. :)
Best,
[your name]
[your title]
Subject: Checking in
Hey [candidate name],
Just wanted to follow up on this!
Let me know if you’d be up for connecting!
Thanks!
[your name]
[your title]
Subject: Time to connect?
Hi [candidate name],
I don’t mean to be a bother, but I would sincerely love to connect and so I want to be persistent. Since we’re all busy, I figured I’d try again in case this is a better time to catch your eye.
If, ultimately, you feel like you’re not right for this role, I’d love any referrals to folks you think might be a great fit. Hope to hear from you soon!
Best,
[your name]
[your title]
Subject: [job function] at [your company]
[candidate name],
Hi there! I’m looking for a great [job title] to lead our go-to-market execution here at [link to your company website], and your background and expertise look like a great match.
I’m reaching out personally, because I’d love to talk quickly about where you’re at in your career, where you want to go next, and how [your company] might be able to help.
Here’s the job post: [JOB LINK]
If you’re interested, I’d love to talk. If not, anyone in your network you’d like to refer?
Best,
[your name]
[your title]