A few years ago I did a demo of one of those new fangled “personalization” tools.
You know the type. Pulls someone’s university out of their profile then writes a lame mention. Or sees you’re interested in HubSpot and asks if you’re going to their conference.
Garbage.
Granted, that’s faux personalization. But how much can you *really* personalize? Does anyone actually care?
I often hear “I want to see that the recruiter got to know me and took the time to make the effort.” But that’s not really true in practice.
Here’s what is true: you can’t get to know someone from their LinkedIn profile. Just like you can't understand a career opportunity by only reading a job description.
Read that again and let it sink in. Your motivations, goals, and decision-drivers are only in your head.
How it really works: if someone’s open to a new job and you articulate the *value* (company & role), they’ll respond. If not, they won’t.
Copywriting is essential. As is targeting. You send that 10/10 explainer message to a bunch of people? All good.
No one cares that “we’re both connected to so-and-so.”
You can follow me on LinkedIn here or join the discussion on this LinkedIn post here.