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Run Cold Messaging on LinkedIn Successfully

August 16, 2023

Sending out cold messages on LinkedIn can be quite daunting. If you don’t already know the best ways to organically send out messages to prospects, then you’ve landed in the right place. This article here is a great guide to all the unknown facts about cold messaging on LinkedIn for recruitment. 

Send and receive direct InMails and messages from anyone and make connections. Automated processes have made it all the easier for recruiters to get hold of suitable candidates. 

What to find in this article:

  • How to reach out to prospects on LinkedIn
  • Do’s and Don’ts in outreach strategy for recruitment
  • A surefire way to get responses from your prospects

LinkedIn Messaging to start conversations with prospects- Cold Messaging that works on LinkedIn

Let’s start with a basic understanding of how cold messaging works.

This section is going to be a quick guide as to how you can get started in making cold messaging successful!

Messaging the candidates on LinkedIn (begin the conversation) 

Using LinkedIn as a platform to interact with candidates is a smart way- we give it to LinkedIn.

Let’s begin by stating the basic move. Start conversations with prospects by messaging them on LinkedIn. Send a connection request on the prospect’s LinkedIn profile. Messaging on LinkedIn is an easy way to turn around more conversations with candidates. 

“As of 2019, the platform had 90 million senior-level influencers. Decision-makers were at 63 million and opinion leaders at 17 million.”

That’s right. LinkedIn allows you to reach and engage prospects easily. Find candidates by their name, position, location, company, & more.

Click on the ‘messaging’ icon on the LinkedIn banner at the top. 

Click on the messaging icon of the candidate’s profile to begin conversations. In case you’re connected or have interacted with this candidate, you can find the shortcut to the conversation in the messaging center on the bottom right. 

How to send LinkedIn message to new profiles

Let me be straight. LinkedIn filters out spam messages, so it turns out so that you cannot message everyone. The platform allows the exchange of messages only between 1st connections – only the ones who are in your connection.

You may avail LinkedIn premium that comes with InMail credits – with this you can send messages to anyone. Credits are limited– so make sure that you’re using them right. Opt for a plan based on business, career, or the industry you’re hiring for. 

Messaging on LinkedIn is possible even without the premium account. In that case, you may have to squeeze in your message within the character limit. Send the connection request along with the message and wait for the candidate to accept it.

LinkedIn messages from recruiters would be something like this: 

If you want to level up your conversations, go to the purchase section under the ‘me’ button. 

Do’s and Don’ts in outreach strategy for recruitment

There are so many facts about LinkedIn that recruiters need to know. Getting to know how exactly LinkedIn works and its rules will put you in a better position. Steer clear from getting your LinkedIn account blocked. 

Here are a few facts about LinkedIn to brush up with:

  1. 660 million users are on the professional network in more than 200 countries. The platform is also home to over 30 million companies.

  1. Once you join LinkedIn, each connection made introduces you to an average of 400 new people. You also get access to more than 100 new companies looking for your talent or skills and connections to 500+ jobs, on average.

  1. Salespeople who share content on LinkedIn have 45% more chances to increase their sales.

  1. According to LinkedIn, senders get a 300% response rate from InMails compared to other email or messaging platforms.

These facts draw a true picture of how LinkedIn covers a broad spectrum in the professional space.

Furthermore, there are some impending questions about LinkedIn that recruiters often find answers to. Let’s check them out, shall we?

How soon can you start sending messages on LinkedIn?

Sending out messages without expanding your network is probably not a good idea. Warm-up your account before approaching candidates of your choice. 

What is the right way to expand your network?

Keep a target of sending out 10 connection requests every day. You need to give your time & effort into warming up your account. Good things take time!

Is there any way to cancel any connections made?

If you want to cancel any requests made, then go to the ‘manage’ option and find the list of pending invitations. Pro tip: Withdraw pending invitations if you see them crossing 500!

How to send cold messages on LinkedIn?

You can send cold messages until they become spam! Personalized messages work best if you want a quick response from the prospect. 

Effective strategies that assure responses from cold messages

Once you’ve warmed up your recruiter account on LinkedIn, it’s time for cold messaging! If your cold message has received any responses, you can give yourself a pat on the back. We’ll help you to send cold messages to your prospects. 

Have we spoken enough about personalizing messages?

We can tell you that start personalizing your messages and stop automating the messages. You DO NOT want to reduce the chances of landing up with a prospect with generic messages. 

Take your call in choosing message templates. Ensure that you know your prospects, the industry they work in, the company, and more such information.

How to make meaningful conversations on LinkedIn?

No points for guessing. We can show how meaningful conversations can turn if you’re doing it right! Nurturebox extension comes with template-based messaging – send personalized messages to prospects. 

Check this out and see the difference for yourself:

Personalized messages definitely cut it through with your prospects. Expect more responses as you pack more value into the approach. 


You can always make the messaging game fun! Using memes, GIFs, and more can grab eyeballs from your prospects than just plain & boring texts.

Find some interesting LinkedIn messaging examples in this blog:

How To Write A Powerful LinkedIn Message (With 5 Templates) (appsumo.com)

Creating cold email template for LinkedIn

Creating and sending cold emails on LinkedIn is easy when you have the right tool in place. Nurturebox allows you to create templates that stand relevant to your job description. 

The problem with cold emails is that if you don’t put much thought into creating them, there’re chances of them getting into the spam folder. 

Spam email is still a problem, with up to 64% of people reporting email as spam because of long subject lines.

There’re ample facts supporting how cold emailing can make or break your chances!

What’s the Average Cold Email Response Rate in 2021? (gmass.co)

LinkedIn message must be included in a multi-channel sequence

Lead generation on LinkedIn can be done by turning your message into a multichannel sequence. 

When you add more channels of communication, such as cold calling or emailing, you’re pretty much covering all bases for your prospects.

Sample LinkedIn message templates you must try

By now we’ve touched all bases—LinkedIn messaging rules, FAQs, and knowing how to approach prospects. 

Sending messages to candidates got easier for you! However, we’ve some templates that you can use as part of personalized messaging. 

Take cues from these templates to know what all you should add to your messages. Send only a high level of personalized messaging. 

Personalized templates for recruiting

We get it– it’s not possible to create personalized for every candidate you want to approach. Instead, you can put one type of personalized message in a bucket. Use them for a group of candidates. 

Let’s consider the structure of such messages as–

First name, personalized sentence based on the context of the email, and questions related to this

The good thing about this format is that it’s not pushing the message, rather being enough professional to send across the message.

Ensure that you’re sending such templates to the right kind of prospects. 

Networking connection request template

Networking request templates include the benefits of both parties. It’s important to reveal the information– both parties can have a clear view of the advantages.

For example, find this networking connection request template.

Employing the best of your content marketing skills, write a compelling message to impress your prospects. 

If the prospect replies to this, you know you’ve qualified!

Recruitment Template

LinkedIn is possibly the best platform to look out for candidates! As a recruiter, send messages to make connections with prospects you’re looking to hire. 

Never forget to personalize your message– to let the prospect know that you mean business!


LinkedIn group member template

Check out this message that establishes a connection with the aim of starting a conversation. 

Key Takeaways

LinkedIn messaging takes some work, but with this guide, you'll be well on your way to creating cold messages that get replies. 

Once you find your go-to message be sure to shoot it over to me by email or, of course, LinkedIn message!

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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