With all of the messaging updates we’ve done recently, there is always a type of message which is very difficult to preplan. I personally dread sending generic “just checking in” message. As much as all of us know we should be checking in on past candidates, clients, and successful placements, “checking in” without a purpose feels self-serving.

“Just checking in” takes on the feel of “please sir, may I have another placement? I’m so hungry.” And to them, it may feel like some business obligation you are maintaining, the equivalent of an annual call to a relative you don’t enjoy.

The phrase “just checking in” has become the recruiting equivalent of spam. It signals to your contact that you haven’t put any thought into the interaction and are simply ticking a box on your to-do list. It’s not a good look.

There’s a better way to stay connected which drives engagement and strengthens relationships. Make every conversation count by sharing helpful information, making connections, and providing useful resources. The goal is to make sure your time together is valuable. You aren’t trying to find the time to make touch points, but trying to make the touchpoints worth their time.

One great way to do this is by sharing important updates about their industry. Instead of just saying hello, tell them about things that matter to their work. Let them know if salaries are changing, if people need new skills, or if big companies are hiring or moving. This helps them make smart choices, and they’ll remember you helped them stay informed. Our favorite ways to do this are twofold. First, you can always track industry trends with Google Alerts, and we’ve spoken enough on that I won’t go into it here.

There other is to take great notes when your candidate calls. They, more than anyone, are full of inside information. Because they are quite literally inside the industry, but that doesn’t mean they are sharing with their peers the same way they do with you. You become a distribution point of this knowledge.

You can also help by finding and sharing specific content they care about. With so much information out there, people really value someone who can find what matters most. For years, we’ve called this “Listening Loudly.” Share articles about their company, tell them about upcoming events they might like, and suggest training that fits their goals. When you do this well, people look forward to hearing from you. Think of a friend who likes the same author as you, and always sends you an email when one of their books is coming out. I bet you’d open it.

Having a plan helps too. Write down when you’ll reach out and why. For people you work with often, you might update them weekly about projects and talk about bigger plans every few months. For others, you might share career tips monthly and talk about salaries every few months. The key is to be regular but not overwhelming. I tend toward a rule of 3s. Three days apart for initial messaging, three weeks apart to nurture, and about 3 months apart for long term relationship “check ins.”

Remember to keep things personal. Don’t send the same message to everyone, and don’t send too similar a message each time. Instead of just saying “How are you?” mention something specific about them, their company or even remind them of a past conversation. Show that you’re thinking about them specifically. Imagine a friend who calls you out of the blue and starts with, “remember how you were telling me about your college roommate,” Your curiosity would be hooked, because of the relevant tie-in to you, your past, and previous conversations. 

We are building curiosity, interest, desire, connection, memories and credibility (industry trends) in these different message types. They are hard to preplan and write because they should be personal to the person you are checking in with.

This is especially relevant when we are down to contacting someone once a quarter. We want it to feel like a welcome friend returning home, not a stop from a home inspector running their checklist.

Okay, you can check out now.