Herzlich willkommen! Wir haben erkannt, dass Sie ggf. eine andere Sprache benötigen.

How to write an social recruiting text that makes an impact

27/07/2023 2023/07

Social Recruiting has become a crucial recruiting method in recent years. In view of the growing competition for qualified specialists, companies are increasingly recognizing the importance of proactively searching for talented candidates instead of passively waiting for applications.

For example, if you have become aware of potential candidates through profile mining in social media, the next step is to address them individually. The days of mass emails without any personal touch are over. Even if they are well formulated, they no longer meet the requirements of active sourcing. On the contrary, such impersonal messages can have a negative impact on the recruiter's image or even the entire employer branding. Successful and effective active sourcing requires a different approach.

Tips for the perfect message to the candidate

Subject line

The subject is the gateway to your message, determining whether or not the potential candidate will read your message. An appealing subject makes all the difference. A well-chosen subject arouses the curiosity of potential candidates and invites them to open your message. By addressing a benefit or feature of your job in the subject line, you create a clear and attractive message.

It is important to carefully craft and test your subject line to get the best response from your target audience. This way, you can ensure that your message catches the attention of the candidate :inside and motivates them to open it and learn more about the exciting opportunities in your company.


Be sure to start your message with a friendly and individual greeting, using the potential candidate's name. Dear Sir or Madam has no place in the direct approach of candidates.

For a perfect direct approach, it is necessary to deal in detail with the profiles of the potential candidates. Ask yourself where there are professional or personal points of contact. Have you found any relevant clues in the candidate's career history? Is there a website or social media profile that has been linked? By referencing something that is important to the candidate :in or that he/she presents in his/her profile, you create a personal connection from the start. Show interest in his/her experience and skills and use this as a starting point for a personalized and engaging cover letter. It takes a little extra effort, but it's worth it to get the person's attention and get a positive response.

More is less!

The first contact is not intended to describe the open position with all its sub-tasks and sub-projects. Always keep your goal in mind: You would first like to receive feedback from your desired employee. Therefore, you should list exactly those areas of responsibility that optimally fit his/her profile and leave room for curiosity. Some recruiters have even had good experiences with describing the position in a maximum of two sentences. Less is more here.

By communicating concisely and purposefully, you show the candidate that you respect his/her time and value effective communication. Focus on the relevant information and emphasize the attractiveness of the position, but without overloading with too much detail. By taking this targeted approach, you increase the likelihood of a positive response and further interaction with the candidate.

The same applies when introducing yourself and the company. Say as much as necessary and as little as possible.

Salary information in the social recruiting text

Opinions often differ on this aspect. The decision as to whether salary information is appropriate in social recruiting depends on various factors. For example, if there are company policies regarding the disclosure of salary information, these should obviously be adhered to. Some companies prefer not to discuss salary details until later in the application process.

Another factor that should not be overlooked is that changing jobs (especially for candidates who are latently willing to change jobs) is always a risk. Therefore, the framework conditions must be right in order to be able to convince these people of the job and the company. If you communicate the salary information in the message, you may make the process more efficient, because candidates with other ideas will not be considered further. 

There is no single "right" or "wrong" when it comes to salary information in social recruiting. It's important to make a strategic decision that fits your organization and your target audience. If you choose to use salary disclosures, be transparent and precise to avoid misunderstandings. If you decide not to include salary information, you can instead focus on other aspects of the position that might be attractive to candidates, such as career opportunities, company culture, or benefits.

Determine the next step: Suggested dates and contact details for smooth communication

After you have formulated and described all the important information, the question arises: What happens next? An effective approach is to offer the candidate: in directly several appointment proposals for a first interview. By doing so, you show your strong interest and provide clear guidelines for the next step. 
Don't forget to include your contact information, such as phone number or email address, for easy feedback.


It turns out that formulating active sourcing texts that have an impact can be a real challenge. ARTS as a 360° HR agency offers you the solution that best fits your individual needs. This allows you to focus on your day-to-day business while our recruiting experts search our network, candidate pool, social media channels and CV databases to find the right candidate for your open positions. To ensure an efficient process, we also pre-select candidates and make hiring recommendations.

About the Author
Annika Handrack
Teamlead Recruitment

Overview of our Services


We develop careers!


20 years of success!