By Paula Santonocito

While the telephone will probably always be a recruiter's preferred method of contact, there are times it's not possible to connect with a candidate in this way. In some cases, phone numbers may not be available. In other instances, machines seem to have permanently replaced their human counterparts. Yet, (despite what the song says) time is not on your side. Because it's essential to contact candidates in an expedient manner before the competition does, email is often the answer.

Mind your Online Manners

Courtesy is essential when it comes to any form of communication, but it is especially important when attempting to connect with a candidate via email. Following a few basic rules of netiquette will help ensure that your messages adhere to generally accepted standards. The term netiquette is a hybrid of Internet and etiquette and refers to proper online conduct. The goal is to communicate in a polite and professional manner.

As such, begin your email message by introducing yourself and the organization you represent. Then, it is important to disclose where you obtained the name of the person you are contacting. If he or she was among a list of conference attendees, say so. Besides being the right thing to do, honesty and directness will help establish credibility.

Tell the Story... in Brief

Next, outline the purpose of your correspondence. If you are writing regarding a specific position, describe the opportunity. This need not be a lengthy job description. In most cases, an overview will suffice. It's advisable to acknowledge that the person you are contacting may not be a match for the position. However, since you are hoping to establish a relationship with this person, you will want to leave open the possibility for future contact.

In addition, you want to try to get the names of other potential candidates. Again, be forthright in your intent. "Although this opportunity may not be right for you, do you know of someone who might be interested?" A polite inquiry will usually be viewed in a positive way.

Print Power: Never Underestimate It

Make sure you avoid selling yourself or the opportunity. The goal is to communicate, not advertise. When in doubt, err on the side of caution. If your word choices seem too aggressive, tone it down. Remember, your correspondence is an attempt at establishing a long-term relationship.

It is also necessary that your email convey a respect for a person's time and right to privacy. Near the end of your message, offer to remove the person from future mailings. The "opt out" option is beneficial in that it will help identify your true candidates and you will conform to recent spam legislation.

The Body Language of Online Messages

While crafting a carefully worded letter is a big part of online communication, netiquette refers to the visual appearance of the message as well as its content. When sending email messages, avoid formatting. This means no bolding, italics, or bullets. Because people use a variety of email programs and formatting varies from program to program, a simple style is preferable. It's advisable, too, to use a standard font. Also, avoid writing in all caps, which is perceived as SHOUTING and is therefore unacceptable.

Communicating with potential candidates via email takes some time and effort, but it can yield positive results. Although, on average, 60 percent of the people you contact will not respond, approximately 20 percent of your contacts will become people with whom you can build relationships. Depending on the number of messages you send, this can be a lot of candidates. Why not start writing right away?

-- Paula Santonocito is a writer and communications professional who has written about a variety of business and management issues and is now a contributor to AIRS research. This article is reprinted by permission from AIRS, a global leader in Internet recruitment, tools, news and information. For more information on AIRS, please go to: http://www.CollegeRecruiter.com/pages/airs.php. Copyright © Hanover Capital Management Corporation 1997-2001. All Rights Reserved