6 principles for messaging underrepresented candidates on Handshake
If you’re an employer focused on diversity recruitment, then surely you’ve been faced with this question: “How do I effectively message women and students of color?” In an effort to help recruiters, here are six steps we’d recommend all recruiters follow to craft a message that resonates with students from underrepresented backgrounds.
Let’s get started!
#1. Mention your company in the subject line, not race or gender
Students on Handshake take pride in multiple social identities (race, gender, socio-economic status, etc), but prefer to be hired for their skills and expertise. Avoid subject lines like, “We’re looking for Black students to Apply to the “ABC Company” Internship program.” Telling a student they’re receiving a message from you because they’re a woman, Black or Latinx, has the potential of making them feel undervalued and tokenized.
Any student who reads your message should feel that their full identity and experiences bring value to your company, not just their race or gender. Subject lines with the highest read rate are simple, short (somewhere between 80 and 110 characters) and include the company name and the word “apply”!
Here are a few examples of subject lines with open rates of 70% and above:
1. Come meet [Employer name] at NSBE
2. [Employer name] Workshops at Cornell
3. [Employer name) internship Opportunity: Deadline to apply January 26th
Remember, your subject line will appear as the subject in 3 locations:
1. Student’s email
2. Handshake inbox
3. Push notification they see on their phone
Are you stumped for ideas? Handshake’s default subject line; “[your name] at [company name] has sent you a message on Handshake,” also works surprisingly well!
#2. Your message should be personal and inclusive
Student’s will ask themselves two questions when they receive a message from you: ‘Why did I get a message from you and my chem lab partner didn’t,” and “Can I imagine myself working for [your employer’s name here]?”
First, never assume a student’s race or gender, or ability when messaging. All students should feel a sense of inclusion and belonging, regardless of their background. Using gendered language, improper racial terms and lingo, or stereotypical masculine language will deter students from applying to your job.
Here are a few examples of phrases to avoid and suggestions for what to say instead.
The Phrase: “We’re looking for talented salesmen”
Why it’s bad: Using gendered language like “salesman” or “guys” to address all people is gendered language that may insinuate that men are the preferred gender at your organization.
Say this instead: “This opportunity is a great way to begin a career in sales.”The Phrase: “This internship program is for minorities interested in finance”
Why it’s bad: For most students of color, using ‘minority’ may imply inferior social position. Instead of “minorities”, use “students from underrepresented backgrounds.”
Say this instead: “At (employer name) we value the perspectives and experiences of students from underrepresented backgrounds.”The Phrase: “We’re looking to hire talented (Hackers/Ninjas/rockstars).”
Why it’s bad: Words sometimes used in tech job descriptions can skew towards a gendered, or cultural interpretation can discourage some groups from applying. “Hacker”, “Ninja” and “Rockstar” have been shown to dissuade women and students from underrepresented backgrounds from applying because it implies that someone is already a world-class talent, instead of your company being committed to a culture of learning and development.
Say this instead: “We’re hiring for highly determined software engineers committed to learning and improvement.”
Here are a few more examples of personalized messages that might work for you
“I really liked your profile! It looks like you’re a [school year] at [school name].”
“I’m sure you have relevant experience you can offer from your summer internship at [employer] and [school name].”
“It’s exciting to see that you’ll be graduating with a degree in [major] the spring. We’re building a team of driven, and motivated individuals, and think your [insert skill] skills could be a great addition.”
For more examples of phrases to avoid, check out Handshake’s guide to Inclusive Language:
#3. Use growth-mindset language
In a recent study, researchers discovered that women trusted companies less when they used fixed-mindset language in their messaging — using phrases like “looking for the best and brightest, or top-tier talent.” When companies used growth-mindset language — using phrases like “looking for students who love learning and seeks challenges,” employers saw an increase in applications from women.
Paradigm, a leading diversity, and inclusion strategy firm, suggests using growth-mindset phrases like “striving”, “driven”, “highly motivated”, and “committed to improvement” to increase student engagement. See the graph below for more examples.
#4. Promote workplace diversity and inclusion
What is your profile page signaling about who belongs at your organization? Be mindful of the messages that the photos on your branding page and company website send to students. Ask yourself: If a student of color, woman, or student with a disability saw your marketing website, would they feel like they belong?
In our 2018 summer insights survey, 70% of Handshake students say that they will only work at a company that is diverse and inclusive. Outbound messages are an opportunity for you to share why inclusion and belonging are important to your company.
#5. Make your message clear, short, and sweet
As with any message, brevity helps. Students are busy with classes, extracurricular activities, and part-time jobs! Keep your message to less than 4 sentences. It’s much easier to read right away, especially for students who are reading your message on their phone. If your email is longer than two paragraphs, students may disregard your email or assume it’s spam. Avoid long paragraphs that describe your mission, or an outline of your diversity and inclusion efforts. Simply:
- Keep the ask simple, like: “Apply to this job.” “RSVP to this event.” or “Stop by our Career Fair Booth.”
- Be sure to give students 5–7 days to respond, especially if you’re requesting a letter of recommendation, updated resume, or an official transcript.
- Post that job on Handshake. That way, you can track how many applicants you sourced, test and improve future versions. Also, if the job is in Handshake, students can favorite it for reference, and apply later.
#6. Sign off using your real name
When you’re done with your message, make sure you sign off using your real name (the one your parents gave you), instead of a generic recruiting email address. Students want to hear from Sally, the recruiter; not ABC Company Recruiting Team. When you wrap it all together, it looks something like this:
Subject Line: Nehemiah from Acme, Inc. sent you an invitation on Handshake
Hi Lisa,
I noticed that you’re studying (major) at (school name) and I personally wanted to invite you to meet Eddie, Chief Digital Officer. He’ll share how Acme is democratizing education for all students, how we support employees from underrepresented backgrounds through our employee resource groups, and open roles on his team for students like you, potentially interested in technology.
The event is Thursday, September 6 at 5:30 pm (ET). Please RSVP by Friday since space is limited.
I hope you can join us!
Best,
Nehemiah
So, to recap: In order to write an inclusive message, follow these 6 steps
#1: Mention your company in the subject line, not race or gender
#2: Your message should be personal and inclusive
#3: Use growth-mindset language
#4: Promote workplace diversity and inclusion
#5: Make your message clear, short, and sweet
#6. Sign off using your real name
