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Top 5 LinkedIn InMail Templates to Source Passive Candidates

August 17, 2023

What’s the one common challenge faced by a majority of organizations today? Sourcing and recruiting quality talent – for as much as 69% of employers today. The exponential growth in business competition and shortage of qualified candidates have made the recruitment space more complex than ever. If that wasn’t enough - over 70% of the total workforce are passive job seekers - they do not apply for jobs, but would be open to switching if an opportunity is appealing enough. With the aim to connect with these candidates, professional platforms - especially LinkedIn becomes all the more important. In this blog, We will discuss how you can ace your outreach to candidates along with the best LinkedIn InMail templates. Read till the end for a comprehensive guide around sourcing passive candidates through LinkedIn.

Passive sourcing has now become a norm, given the constant hunt for talent that recruiters are on these days. Amidst the continuously evolving recruitment landscape, the approach towards candidates and communication strategy needs to be pivoted too. It’s undoubtedly a candidate-driven market and hence it’s critical to tailor your recruiting approach while outreaching. Modern brands should follow a more marketing-styled framework to attract and engage candidates – which will surely give them an upper edge over other competitors.

Now, without any further ado, let’s dive deep into how employers can reach out to candidates and leverage LinkedIn InMail templates for the same!

What is Passive Candidate Sourcing? A Recall

There was no problem with the traditional application-based recruiting model unless the shortage of qualified candidates began. Additionally, hiring for specialized roles with higher skills requirements, also cannot be done actively. 

Passive candidate sourcing refers to connecting, engaging and recruiting candidates who aren’t actively looking for a job and have not applied for your role. Most of these candidates are already employed, so reaching out to them is much similar to selling through cold outreach. They don’t have any intent to find a new job, but if you want to draw their interest – the outreach and offer should be lucrative for the candidates. 

This sourcing method is not only crucial in hiring, but also while building a talent pool of candidates. As the requirements of organizations are becoming more dynamic, It’s vital to continuously expand your talent pool to quickly source candidates. Especially, sourcing tech talent has been the priority in the global recruitment space – as the demand for software engineers and developers has drastically soared, recruiters have learnt not to stop sourcing to avoid struggles while hiring.

Additionally, candidates now have plenty of employment options to choose from, and it’s not only improved payroll that interests them – they seek better workplace culture, inclusivity, promising work security,  and a number of other factors. As a recruiter, your focus should be on building trust and engaging continuously with qualified talent no matter what.

How to Source Passive Candidates from LinkedIn?

Recruitment now involves more marketing, and subsequently – passive candidate sourcing is like sales. All the aspects of selling - from personalization to targeting the most critical pain points, nurturing the prospective candidates and pushing them down the funnel, are parts of a passive candidate’s journey.

Also read: How to ace passive candidate sourcing?

LinkedIn is the best platform to source candidates for your organization, both passive and active. A perfect mix of professional and social features on the platform allows recruiters to know a lot more about candidates than through CVs. The recommendations, endorsements and referrals are underrated but extremely valuable for candidates as well as for recruiters to identify talented individuals.

Here’s a step-by-step process to source candidates actively on LinkedIn:

  1. Find Candidates using Keywords

The first step in the LinkedIn sourcing process is to find candidates through keywords using a LinkedIn search. Numerous filtering options allow you to find the candidates with characteristics that you’re targeting - education, location, years of experience, previous company and a bunch of other filters are available on LinkedIn search. Keywords can include the job title and location for finding relevant candidates. You can also search for candidates from any company and study their profiles in order to finalize your list of prospects to reach out to. 

It should also be noted that each time you do a keyword search, the results might vary a bit. So it is recommended to consistently perform keyword-based searches on LinkedIn to source candidates.

  1. Extract Details About the Candidate

To understand a candidate’s potential pain points and motivation triggers, you need to analyze their profile actively. LinkedIn tells you so much more about a candidate than their resume which mostly covers skills and experience. The content that your target prospects create, and their engagement with the audience clearly reflect one’s passion. As recruiters - that’s the first thing you should take into account. 

On the other hand, as you need to reach out to candidates - you can either find their contact info to connect via external channels, or you can utilize LinkedIn InMails to reach out to them even if you are not connected, which is usually the case.

  1. Plan and Execute Your Outreach

Now that you have analyzed multiple profiles and have access to their contact details, it’s time to execute planned outreach. Before you begin, it’s crucial to have your mindset ready for the long-term game, especially if you’re doing outreach for the first time. Each individual would receive your outreach differently. So make sure you don’t fret about not getting replies or getting rejections repeatedly.

Moving on to the plan, outreach that is personalized would probably work better in drawing your prospect’s interests. Focus on their pain points, and interests and fill the gaps through your approach. Highlight the work culture at your organization and how you plan to always be employee-centric rather than focusing just on your business. Additionally, put more emphasis on why they should consider the opportunity and how it can add up to their already valuable skills and talent.

Contrary to popular opinion, LinkedIn is not at all a saturated platform. With a strategic and targeted approach, you will be able to get leads and recruit them. You will be surprised to know that over 90% of prospective candidates are open to and willing to discuss in-depth opportunities

Messaging Framework

Now comes another crucial aspect that recruiters undermine - their outreach messaging. How do you position yourself as an employer? What do you highlight about your organization while pitching to candidates? How do you ensure a high response rate for your outreach campaigns? Here are a few tips you can use:

  • Start with the receiver’s name
  • Tell them clearly about what your company does and what makes it stand apart in one line.
  • Be concise with role description and what it has in store for them
  • Highlight something that the recipient recently achieved or did, which made them stand out
  • Keep the tone very friendly and encouraging
  • Include short and crystal-clear CTA

Ready-to-go LinkedIn InMail Templates for Recruiters

We talked about how passive candidate sourcing is the way forward towards a more competitive future with numerous recruiters chasing qualified talent.
If you’re planning to scale passive candidate sourcing, LinkedIn can well be your primary destination. 

We have researched, analyzed and discussed with a number of successful recruiters to come up with a set of top LinkedIn InMail samples and templates, that work wonders. 

Now that you’re here, don’t wait to grab them and maximize your recruitment ROI through effective candidate sourcing.

#1 The Great Opportunity Template

Hi [candidate name],

Hope you’re doing great!

We at [company name] have had a look at your profile and it seems you have done some amazing work. You seem like an outstanding fit for the [job role] opportunity that we have open at [company name]. Would you be interested in associating yourself with our global renown brand as we help you fulfil your career goals?

Could we connect on a quick introduction call about this? Let me know what time works best for you.

Looking forward to hearing from you


[Your name]

#2 The Achievement Highlight

Hi [candidate name],

I hope everything’s well at your end!

I noticed the performance that made you achieve [achievement]. Subsequently, I along with my team loved your work and we think you would be a great fit for the [job role] opportunity.

Would you be fine with a 15 minutes conversation allowing me to learn more about you and to discuss what awaits you next in your career?

Let me know if and when you’re up for a coffee at our [city] campus.

Thanks, looking forward to it.


[Your Name]

#3 Post-Event Outreach Template

Hi [candidate name],

It was amazing interacting with you at [event/meeting/work], I got excited looking at how passionate you are at your profession! 

Hope everything’s going good at your end.

I told my team about meeting you and we all think you might be the perfect fit for the [job role] opportunity at our company, [company name].

Could we have a call today or tomorrow to discuss it in brief?

Looking forward to hearing from you!


[Your name]

#4 Referral Outreach Template

Hi [candidate name],

I am [your name] and I work as [your designation] for [your company]. My friend - [referring person’s name] referred you to me for an opportunity at our organization., [company name]

[referring person’s name] mentioned you might be an excellent fit for a [job role] opportunity that we have open right now.

I trust [him/her] very much and would love to arrange a call to discuss this further. What time works best for you?

Thanks, and looking forward to hearing from you!

[Your name]

#5 Content Appreciation Outreach

Hi [Name],

Hope you’re doing well!

Just saw your LinkedIn post on [topic]. What inspired you to write about it? 

I actually forwarded that to my team at the office and we all loved it! I head recruiting at [your company], and we are solving for [company mission].

I’m looking for a passionate professional to lead our [team name] team – would you be interested in knowing more about it?

Let me know if a quick call works for you tomorrow or the day after!

Thanks, looking forward to your response.


[Your Name]

How can Nurturebox Help You Scale Your Passive Candidate Sourcing?

Candidate sourcing is not a one-step activity, it’s a full-fledged journey. From identifying the right talent to reaching out, engaging, nurturing and managing your candidate pipeline – can well be too overwhelming if done manually. We should not forget the intense need to optimize recruiting teams’ productivity for the organization’s growth. The road to redemption? Saving your efforts and time for critical tasks like assessing candidates and automating the sourcing management process. 

Nurturebox enables recruiters and their teams to automate numerous hefty tasks involved in candidate sourcing and talent management. When it comes to passive candidate sourcing, you don’t want to get burnt out of reaching out to hundreds of candidates and investing weeks of time in just engaging with them. Nurturebox’s Chrome extension handles the mundane tasks so that you just need to identify and add candidates in the sourcing pipeline and focus on evaluation rather than admin chores. Our solution integrates with your LinkedIn and comprehensively assists you with passive candidate sourcing automation.

Amidst today’s noisy digital world, brands find it challenging to create meaningful connections with their customer base and target audience. Getting the target consumer’s attention and persuading them to buy from you gets even trickier. Hence, content marketing has become more crucial than ever for brands to attract, educate, and retain customers.

Content creation is a top priority for 80% of marketers, and there is no reason it shouldn’t be. Consistent, high-quality, and engaging content impacts your audience’s decisions through education and persuasion.

Depending on your business goals and requirements, the role of Content Marketers you hire will vary. The primary responsibilities revolve around forming consistent brand messaging and deciding upon a unique and identifiable voice, style, and pitch across various distribution channels.

From raising brand awareness to attracting a relevant audience to your website, boosting social media presence and engagement, generating leads, and building brand loyalty – content marketing drives all the growth efforts for your brand. When done effectively, it can help you:

  • Build positive brand awareness
  • Make your audience stick around for longer
  • Get better traction on social media
  • Gain more trust of your audience than ever
  • Generate qualified leads
  • Improve conversion rates
  • Boost business visibility with SEO
  • Position your brand as an authority
  • Cultivate loyal brand fans

While content marketing is a broad role with numerous areas of expertise involved, it’s vital to thoroughly understand your company’s current marketing goals and the related requirements. In this blog, we will dive deep into the step-by-step approach to hiring a Content Marketer.

What is The Role of a Content Marketer?

A Content Marketer must be deeply passionate about telling your brand’s story to the world. The objective is to educate and nurture the target audience to establish brand authority using thought-leadership and drive more people to buy from you.

As a candidate is expected to be a mediator between the brand and the target audience, they are primarily responsible for planning, creating, and sharing valuable content to grow their company’s awareness and engagement to bring more business.

To be more specific, the role of a Content Marketer requires a perfect blend of creativity and attention to detail in an individual. It’s a balancing role, as they need to ensure creating content that resonates and strengthens business relationships, using strategies that position your business as authentic and problem-solving.

Take a look at the core responsibilities of a Content Marketer that most businesses expect them to take over:

  • Research and Competitor Analysis: The first and foremost step to creating a content marketing strategy is effective initial research. It not only helps a Content Marketer understand the nuances of the industry through competitor analysis but also study and understand the target audience thoroughly.
  • Building Content Marketing Plans: Once the competitor research and target audience analysis is done, a Content Marketer needs to work on the different plans for all the business objectives, targeted channels, segments of the audience, and the bigger marketing strategy. A content marketing plan typically consists of:
  • Specific goals along with a pre-decided timeline
  • Various channels to be targeted for content distribution
  • Types of content to be created
  • Budget for the entire staff, outsourced services, and paid promotion (Collabs and Ads)
  • Creating Editorial Calendar: Creating, managing, and maintaining a content calendar is one of the most crucial responsibilities of a Content Marketer. It is a centralized visual document that enables effective collaboration among the marketing team and helps Content Marketers ensure on-time production and delivery.
  • Content Creation: Once the strategy and calendar have been approved by relevant stakeholders, Content Marketers need to do the on-ground work. This task usually depends on the scale of your company and content marketing strategy. Suppose an organization already has a set of writers, then the Content Marketer doesn’t need to create content by themselves.
  • Search Engine Optimization (SEO): Producing quality content that educates your target audience and resonates with them, isn’t enough. You need to optimize your content creation to make it search engine-friendly. While most companies need a dedicated SEO specialist for keyword research and planning, Content Marketers need to closely collaborate with them and should be well-versed in the basics of SEO.

While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with

  • Content editing and ensuring adherence to a certain style guide    
  • Continous publishing and distributing content
  • Measuring and analyzing performance

How to Hire a Content Marketer: Step-By-Step?

Content marketing has become the key to driving growth for businesses. Unlike a few years ago, it’s not possible now to get away with a one-person team for content marketing. You need deeply trained individuals for specialist roles.

Let’s now dive into the step-by-step approach of hiring a Content Marketer. But before you even source your first candidate, you should have a clear expectation of the skillset and experience to look out for top content marketing candidates.

Top Must-Have Skills in a Content Marketer

Apart from having relevant industry experience, a good Content Marketer must possess the following skills.

  1. Excellent Writing Skills

A Content Marketer’s prior skillset should be writing excellent attention-grabbing content. From long-form blog posts to website copy, ad copies, social media content, video scripts, emails, newsletters, e-books, whitepapers, and more – a Content Marketer should be able to adapt to the business’s specific requirements and create quality content.

  1. Audience Research

Identifying user behavior is vital for framing the story in the right direction. So a Content Marketer must know how to identify and analyze the needs and pain points to develop a buyer persona. User research can be performed through social listening, relevant communities, in-person calls with customers, analyzing sales call recordings, and more.

  1. Keyword Research

Creating valuable thought-leadership content isn’t enough. Researching the right set of keywords is an essential skill to further educate your target audience on the Whys, Hows and Whats of your business, and have your website rank on Google.

  1. Data-oriented Content

Content that’s not backed by relevant data points does not build enough trust. Experienced content marketing professionals would always prefer data over hollow claims. No doubt that only data doesn’t help a content piece succeed, but it’s essential..

  1. Project Management, Planning, and Publishing –

A Content Marketer is also expected to break down and analyze the pain points to turn keyword research into content ideas. So a professional must be able to identify and solve content gaps.

Further, they must know how to create a content calendar, decide the different types of content, and choose relevant platforms to publish and schedule marketing campaigns.

  1. Content Promotion

Creating a valuable content piece, for example - an ebook, isn’t enough. Your content marketing team needs to promote it proactively for bringing enough attention and engagement.

  1. Performance Analysis

Setting up goals and plans is one thing, but continuously executing, measuring, and analyzing content performance is another. A Content Marketer should always be monitoring key performance parameters to figure out the upcoming plans with the necessary updates required.

Not to forget - stakeholders and marketing heads need the performance reports regularly. So Content Marketers must be able to collect and comprehend all the data to make it worth presenting.

Step 1: Create a Candidate Persona

Let’s sort out the priorities first, and decide the type of content marketing candidates you want to recruit. From exceptional research skills to storytelling, communication skills, relationship building, audience engagement, and more capabilities must be comprehensively considered. Identify and break down the skill requirements for Content Marketers:

  • What are the educational qualification criteria for the role?
  • How many years and what type of work experience do you want in candidates?
  • What are the specific skill sets you’re looking for?
  • Which industry experience would you primarily prefer?
  • Are there any tools your candidates should be hands-on with?
  • What are some personality traits that will fit your company?
  • Where do they look for a new job?
  • What are their career and life goals?

Forming a candidate persona by answering all these questions would ensure you are not shooting in the dark while sourcing candidates. Further, it helps you determine the traits of the ideal candidate, and plan your sourcing and recruitment strategy further.

Step 2: Document the Role Requirements and Decide on Your Recruiting Process

Next step is determining your role requirements suiting primarily to organizational needs and business goals. A content marketing professional is expected to own the entire content strategy, creation, and distribution. But what about your business’s unique requirements?

You might need someone comfortable with frequently creating long-form content pieces like blogs, ebooks, or whitepapers, or creating engaging video content based on your industry trends.

Talk to various relevant stakeholders for seeking the complete detailed company requirements for the role.

Before you enter the recruitment funnel, outline your talent acquisition process. Identify various strategies, channels, and other informational insights you would need – and maintain a collaborative document.

As you update the tactics and tweak your recruitment process for meeting hiring requirements optimally – keep your document up to date.

Step 3: Prepare a Content Marketing Job Description

Once you have finalized the role requirements with respect to your current content marketing goals and team, you can start sourcing candidates. Preparing the job description is the first task you’ll need to do.

Here are the necessary components you must have in your job description:

  • Job Title: The position you’re looking to fill. For example - Content Marketing Specialist or Content Marketing Manager.
  • Roles & Responsibilities: An outline of the candidate’s day-to-day activities. From ideation to implementation and the impact on the organization, everything should be covered.  
  • Skill Requirements: Skills and abilities a candidate must have to perform the job successfully.
  • Perks and Benefits: The compensation details, perks of the job, and any other benefits.
  • About the Company: Why should a candidate consider working with your company?

Content Marketer Job Description Template


The job of a Content Marketer is to perform competitor research, create user persona, and write plagiarism-free content for blog articles, social media, and the company website. They need to stay updated on the latest SEO techniques.


  • Develop, write and deliver persuasive copy for the website, email marketing campaigns, sales collateral, videos, and blogs
  • Build and manage an editorial calendar; coordinate with other content crafters to ensure standards
  • Measure impact and perform analysis to improve KPIs
  • Include and optimize all content for SEO
  • Contribute to the localization of processes and content to ensure consistency across regions
  • Review and implement process changes to drive operational excellence


  • Proven content marketing, copywriting, or SEO experience
  • Working knowledge of content management systems like WordPress
  • A well-maintained portfolio of published articles, blogs, copy, etc
  • Proven experience of working under pressure to deliver high quality output in a short span of time
  • Proficiency in all Microsoft Office applications, Google Suite
  • Fluency in English or any other required language

Soft Skills

  • Excellent verbal and written communication skills
  • Excellent writing and editing skills
  • The ability to work in a fast-paced environment
  • The ability to handle multiple projects concurrently
  • Strong attention to detail and the ability to multi-task projects and deliverables

Step 4: Source Candidates

Once you have the tailored job description in hand, it’s now time to do the groundwork and source candidates. Create an attractive job post to promote your job across job boards and social channels.

  • Begin with what to expect from the role at your company?
  • Why should candidates apply for the position?
  • Highlight the growth opportunities
  • State the company vision and mission
  • Briefly describe the recruitment process

Prepare an impactful job post and also execute paid job ad campaigns if required. The next step would be promoting your jobs on various job boards and hiring platforms. You can leverage the following platforms for hiring Content Marketers:

  • LinkedIn
  • Indeed
  • Instahyre
  • ZipRecruiter
  • Monster
  • GlassDoor
  • CareerBuilder

Not to forget - almost 3/4th of the workforce includes passive candidates, so you cannot miss out on passive talent sourcing as well. Reach out to qualified candidates on communities, LinkedIn, Twitter, and even Facebook to offer them suitable opportunities.

Step 5: Evaluate Candidates and Interview Shortlisted Ones

Once you have filtered candidates based on their experience and skills listed on their profile, it’s time to evaluate them deeply. Ask them to create a content strategy for your website, along with a value-adding content piece like a small blog. The topic of the article must fall within the scope of the strategy.

Interview the candidates whose profiles got shortlisted. Keep in mind the parameters covering skills, relevant experience, and personality traits of candidates.

Step 5: Make the Hire

Reach out to selected Content Marketers and communicate about the compensation.

Further, extend your offer letter to all the candidates who have been selected. In the case of passive sourcing, extend to only those who were aligned with you on the compensation and are willing to move forward.

Ensure having a deadline for the joining date and mention the necessary documents required by your recruiting team.

  • Get the required documents and set up the offer agreements with candidates
  • Organize an orientation session for the onboarded candidates
  • Introduce them to the entire team and the marketing teams they will be working with
  • Guide the new candidates about your company management tools and communication channels
  • Provide candidates with forms for benefits and perks like Health Insurance.

Supercharge Your Hiring for Content Marketer with Nurturebox

Inbound candidate sourcing doesn’t work effectively anymore. Do you also find challenges in closing quality candidates through job posts even after spending on ads?

Don’t worry, passive candidate sourcing can be an optimal solution for hiring top content marketing candidates.

Nurturebox is a one-stop talent sourcing and engagement platform which is powered by automation. Here’s how you can source product managers from LinkedIn using Nurturebox:

  • Install the Nurturebox Chrome plugin and sign up.
  • On your LinkedIn profile, start sourcing Content Marketers with boolean searches stating the required experience from targeted locations and including other criteria
  • Add the qualified candidates to your sourcing campaign pipeline with just a click
  • Automate the candidate engagement through email, Whatsapp and LinkedIn direct messages for reaching out and nurturing candidates at scale.

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