# Complete Candidate Outreach Package

**ROLE:**
Senior Product Manager

**COMPANY:**
Clarity Analytics (Series B, 80 employees, AI-powered analytics for e-commerce)

**CANDIDATE:**
Jessica Chen

**CANDIDATE BACKGROUND:**
- Currently: Product Manager at Shopify (3 years)
- Previously: PM at smaller B2B SaaS
- Education: Stanford CS
- LinkedIn shows interest in AI/ML applications
- Recently posted about data-driven product decisions

**WHAT MAKES THIS ROLE COMPELLING:**
- Lead the entire analytics product roadmap
- Work directly with CEO/founders
- Equity in a fast-growing Series B company
- Fully remote, competitive comp ($180-220K + equity)
- AI/ML at the core of the product

**RECRUITER:**
Marcus Johnson, Head of Talent at Clarity Analytics

---

## UNDERSTANDING CANDIDATE OUTREACH

### Why Most Recruiting Emails Fail:

```
❌ Generic opening ("I came across your profile...")
❌ Company-focused, not candidate-focused
❌ No evidence of research
❌ Vague opportunity description
❌ Demanding CTA ("Are you available for a call this week?")
❌ Too long
❌ Same message to every candidate
```

### What Gets Responses:

```
✅ Personalized opener showing real research
✅ Candidate-focused (what's in it for them)
✅ Specific, compelling opportunity details
✅ Low-friction CTA
✅ Human, conversational tone
✅ Brief and respectful of time
✅ Tailored to this specific person
```

### Response Rate Benchmarks:

| Outreach Type | Typical Response Rate |
|---------------|----------------------|
| Generic template | 5-10% |
| Light personalization | 15-25% |
| Deep personalization | 30-50% |
| Warm intro/referral | 50-70% |

### The Outreach Formula:

```
[PERSONALIZED HOOK] — Prove you did research
[WHY YOU] — Why they specifically are interesting
[THE OPPORTUNITY] — What's compelling about this role
[EASY CTA] — Low-friction next step
```

---

## SECTION 1: SUBJECT LINES

Your subject line determines if the email gets opened.

### Subject Line Type 1: Personalized/Specific

```
1. "Your Shopify work + an AI analytics opportunity"
2. "Jessica — quick question about PM roles"
3. "Saw your post about data-driven decisions"
4. "Stanford CS → AI product leadership?"
```

---

### Subject Line Type 2: Opportunity-Focused

```
5. "Lead PM role at a Series B AI company"
6. "Product leader opportunity (remote, $180-220K)"
7. "PM role: Own the entire product roadmap"
```

---

### Subject Line Type 3: Casual/Conversational

```
8. "Quick question, Jessica"
9. "Might be interesting?"
10. "Not sure if this is your thing, but..."
```

---

### Subject Line Type 4: Mutual Connection

```
11. "[Name] suggested I reach out"
12. "Friend of [Name] — PM opportunity"
13. "[Name] said you might be interested"
```

---

### Subject Lines to AVOID:

```
❌ "Exciting opportunity!" (vague, salesy)
❌ "Job opportunity at Clarity Analytics" (boring)
❌ "Are you looking for your next role?" (presumptuous)
❌ "I came across your profile" (overused)
❌ "Quick call?" (too demanding)
❌ ALL CAPS or excessive punctuation!!!
```

---

## SECTION 2: OUTREACH EMAILS

### Email Version 1: Deep Personalization (Best Response Rate)

```
**Subject:** Your Shopify work + an AI analytics opportunity

---

Hi Jessica,

I saw your recent LinkedIn post about building products with data at the core—particularly the point about PMs needing to be "data-informed, not data-paralyzed." That really resonated.

It also made me think you might be interested in what we're building at Clarity Analytics.

**The short version:** We're a Series B AI company helping e-commerce brands make smarter marketing decisions. Our AI analyzes their data and tells them what to do—in plain English, not dashboards.

**Why I thought of you:**

We're looking for a Senior PM to own our entire analytics product roadmap. Given your experience at Shopify (where you clearly understand the e-commerce space) and your interest in AI/ML applications, this felt like it could be a strong match.

**What makes this interesting:**

→ You'd lead product for a company where AI isn't a feature—it's the core
→ Work directly with the founding team (our CEO was previously at Google)
→ $180-220K + meaningful equity at Series B
→ Fully remote, 80-person team, well-funded

No pressure at all—but if you're even slightly curious, I'd love to share more.

Would a 15-minute call be worth it to learn more? Happy to work around your schedule.

— Marcus
Head of Talent, Clarity Analytics

P.S. Even if the timing isn't right, I'd be glad to connect. You're clearly building a great career and I'd love to stay in touch.
```

**Word Count:** 243 words

**Why This Works:**
- Opens with specific content she created (proves research)
- Explains why she specifically is interesting
- Clear, compelling opportunity details
- Low-pressure CTA
- Warm close that leaves door open

---

### Email Version 2: Shorter/Direct

```
**Subject:** Jessica — PM role leading AI product

---

Hi Jessica,

Quick note: I'm hiring a Senior PM at Clarity Analytics (Series B, AI-powered analytics for e-commerce) and your background caught my attention.

**Why you:**
- Your Shopify PM experience (you get e-commerce)
- Your posts about data-driven product decisions
- The AI/ML interest on your profile

**Why this might be interesting:**
- Own the entire product roadmap
- AI at the core (not a bolt-on feature)
- $180-220K + equity, fully remote
- Work directly with founders

Worth a 15-minute chat to see if there's a fit?

No pressure either way.

— Marcus
Head of Talent, Clarity Analytics
```

**Word Count:** 101 words

---

### Email Version 3: Casual/Conversational

```
**Subject:** Might be interesting?

---

Hi Jessica,

I'll keep this short—I know your inbox is probably full of recruiter messages.

I lead talent at Clarity Analytics. We're an AI company helping e-commerce brands make sense of their marketing data (Series B, 80 people, fully remote).

We're looking for a Senior PM to lead our product roadmap, and honestly, your background is exactly what we need:

- Shopify experience → you understand e-commerce
- That post about data-driven decisions → you think the way we do
- AI/ML interest → this is literally what we build

The comp is strong ($180-220K + meaningful equity), you'd work directly with founders, and you'd own the whole product.

Is this the kind of thing worth a conversation? Happy to share more if so.

— Marcus
```

**Word Count:** 124 words

---

### Email Version 4: Mutual Connection

```
**Subject:** Sarah Kim suggested I reach out

---

Hi Jessica,

Sarah Kim mentioned you'd be a great person to talk to about a PM role we're hiring for at Clarity Analytics.

The quick version: we're a Series B AI company helping e-commerce brands make smarter decisions with their data. We need a Senior PM to lead our product roadmap.

Sarah thought it might be interesting given:
- Your Shopify experience (e-commerce is our world)
- Your interest in AI/ML
- The seniority level (you'd own the whole product)

Comp is $180-220K + equity, fully remote, working directly with founders.

Any interest in learning more? I'd be happy to share details over a quick call.

— Marcus
Head of Talent, Clarity Analytics

P.S. Sarah says hi!
```

**Word Count:** 119 words

---

### Email Version 5: Inbound Interest Follow-Up

```
**Subject:** Thanks for your interest in Clarity — next steps

---

Hi Jessica,

Thanks for expressing interest in the Senior PM role at Clarity!

I took a look at your background and I'm excited to chat. Your Shopify experience + AI interest is exactly what we're looking for.

**Quick overview of the role:**

→ Own the entire analytics product roadmap
→ Work directly with CEO and founding team
→ $180-220K base + meaningful equity
→ Fully remote, 80-person team

**Next step:** A 30-minute intro call with me. I'll share more about the role and company, answer your questions, and learn more about what you're looking for.

Do any of these times work?
- Tuesday 2pm EST
- Wednesday 10am EST
- Thursday 3pm EST

Or feel free to grab a time here: [Calendly link]

Looking forward to connecting!

— Marcus
Head of Talent, Clarity Analytics
```

**Word Count:** 140 words

---

## SECTION 3: FOLLOW-UP SEQUENCE

80% of responses come from follow-up. Don't give up after one email.

### Recommended Sequence:

```
Email 1: Day 0 (Initial outreach)
Email 2: Day 4 (Add value or new angle)
Email 3: Day 9 (Different approach)
Email 4: Day 14 (Breakup email)
```

---

### Follow-Up Email 2: Add Value (Day 4)

```
**Subject:** Re: Your Shopify work + an AI analytics opportunity

---

Hi Jessica,

Following up on my note from earlier this week.

I wanted to share something that might be useful regardless of whether this role is interesting:

We just published a report on how AI is changing product management in e-commerce. Given your background, I thought you might find it relevant.

Here's the link: [URL]

And if you're curious about the PM role at Clarity, I'm still happy to chat. No pressure.

— Marcus
```

**Word Count:** 76 words

---

### Follow-Up Email 3: Different Angle (Day 9)

```
**Subject:** Re: Your Shopify work + an AI analytics opportunity

---

Hi Jessica,

I know you're busy, so I'll keep this brief.

One thing I didn't mention before: our CEO, Sarah Chen, was previously at Google leading their analytics products. She's been a fantastic mentor to our product team.

If the role itself is interesting but you're hesitant, I'd be happy to connect you with our current PM to hear what it's actually like to work here.

Either way, no pressure. Just wanted to make sure you had the full picture.

— Marcus
```

**Word Count:** 82 words

---

### Follow-Up Email 4: Breakup Email (Day 14)

```
**Subject:** Should I close your file?

---

Hi Jessica,

I've reached out a few times about the Senior PM role at Clarity Analytics, but I haven't heard back.

Totally understand if:
a) The timing isn't right
b) You're happy at Shopify
c) This just isn't the right fit

I'll assume it's one of the above and won't keep filling your inbox.

But if something changes down the road—or if you'd ever like to chat about the PM landscape in general—I'm here.

Wishing you continued success!

— Marcus

P.S. If you know anyone who might be interested in a Senior PM role at an AI company, I'd be grateful for an intro.
```

**Word Count:** 105 words

---

## SECTION 4: PERSONALIZATION TACTICS

### Where to Find Personalization:

```
**LinkedIn:**
- Recent posts or articles they've written
- Comments they've made
- Shared connections
- Career transitions
- Skills/endorsements
- About section

**Twitter/X:**
- Topics they tweet about
- Opinions they've shared
- Content they engage with

**Personal Website/Blog:**
- Projects they've highlighted
- Writing topics
- Side projects

**Company News:**
- Recent launches they were part of
- Company announcements
- Team achievements

**GitHub/Portfolio:**
- Projects they've built
- Technologies they use
- Open source contributions
```

---

### Personalization Levels:

| Level | Example | Response Rate Impact |
|-------|---------|---------------------|
| **None** | "I came across your profile" | Baseline (5-10%) |
| **Basic** | Name, company, title | +5-10% |
| **Medium** | Specific skill or experience | +15-20% |
| **Deep** | Reference to their content/post | +25-35% |
| **Warm** | Mutual connection intro | +40-50% |

---

### Personalized Opening Lines:

```
**Content-Based:**
• "Your post about [topic] really resonated—especially [specific point]."
• "I read your article on [topic] and thought [reaction]."
• "Saw your comment on [person's] post about [topic]."

**Career-Based:**
• "Your transition from [A] to [B] caught my attention."
• "The work you did on [project] at [company] is impressive."
• "I noticed you've been at Shopify through [growth phase]."

**Connection-Based:**
• "[Name] speaks highly of you and suggested I reach out."
• "We have [X] mutual connections—[Name] mentioned you."
• "I see you worked with [Name] at [Company]—small world!"

**Skill-Based:**
• "Your background in [skill] + [skill] is exactly what we need."
• "Not many PMs have both [A] and [B] experience."
• "Your combination of [X] and [Y] is rare."
```

---

### Opening Lines to AVOID:

```
❌ "I came across your profile..." (overused, lazy)
❌ "I hope this message finds you well" (corporate, wasted space)
❌ "My name is Marcus and I work at..." (they can see that)
❌ "I'm reaching out because we have an exciting opportunity" (vague)
❌ "Are you open to new opportunities?" (presumptuous)
❌ "I wanted to connect with you about..." (boring)
```

---

## SECTION 5: OPPORTUNITY POSITIONING

### What Candidates Care About:

```
**1. Role/Impact:**
- What will I own?
- How much autonomy?
- What's the scope?

**2. Growth:**
- Where can this lead?
- What will I learn?
- Who will I work with?

**3. Company:**
- What stage? Stable or risky?
- Mission I care about?
- Culture fit?

**4. Compensation:**
- Base salary
- Equity (and is it meaningful?)
- Benefits, flexibility

**5. Lifestyle:**
- Remote/hybrid/onsite?
- Work-life balance?
- Location requirements?
```

---

### How to Sell the Opportunity:

```
**Lead with what's unique:**
✓ "Own the entire product roadmap" (scope)
✓ "Work directly with the CEO" (access)
✓ "Series B with strong runway" (stability)
✓ "AI at the core, not a feature" (mission)
✓ "Meaningful equity" (upside)

**Be specific about comp (when possible):**
✓ "$180-220K + equity"
✓ "Competitive with FAANG"
✓ "Above-market base + startup equity"

**Avoid vague language:**
✗ "Competitive compensation"
✗ "Great culture"
✗ "Exciting opportunity"
✗ "Fast-paced environment"
```

---

## SECTION 6: CTAs THAT WORK

### Low-Friction CTAs:

```
✓ "Worth a 15-minute chat to learn more?"
✓ "Would it be helpful to share more details?"
✓ "Interested in hearing more?"
✓ "Happy to answer any questions over email first."
✓ "Open to a quick call, or prefer I send more info?"
```

---

### High-Friction CTAs (Avoid):

```
✗ "Are you available for a call this week?" (too demanding)
✗ "Let me know when works for you" (puts work on them)
✗ "Please send your resume" (too formal, too soon)
✗ "I'd love to set up an interview" (too fast)
```

---

### Give Options:

```
"Would you prefer:
a) A quick 15-minute call
b) More details over email first
c) Not the right time—stay in touch for later"
```

---

## SECTION 7: OUTREACH BY CANDIDATE TYPE

### Passive Candidate (Not Looking):

```
**Emphasis:**
- Lead with why they specifically are interesting
- Sell the opportunity hard (they need to be convinced)
- Low-pressure CTA
- Acknowledge they may not be looking

**Tone:** Respectful, intriguing, not pushy
```

---

### Active Candidate (Job Searching):

```
**Emphasis:**
- Move faster (they're talking to others)
- Clear next steps
- Be specific about timeline
- Differentiate your opportunity

**Tone:** Efficient, enthusiastic, clear
```

---

### Senior/Executive Candidate:

```
**Emphasis:**
- Impact and scope of role
- Who they'd work with (leadership team)
- Equity and comp transparency
- Company vision and trajectory

**Tone:** Peer-to-peer, strategic, respectful
```

---

### Recent Graduate/Junior:

```
**Emphasis:**
- Learning and growth opportunities
- Mentorship available
- Clear career path
- Culture and team

**Tone:** Friendly, supportive, opportunity-focused
```

---

## OUTREACH FORMULAS

### Formula 1: Research + Why You + Opportunity + CTA

```
[Something specific from their profile/content]
[Why that made you think of them for this role]
[Key details about the opportunity]
[Low-friction next step]
```

---

### Formula 2: Hook + Problem/Opportunity + Details + CTA

```
[Attention-grabbing opener]
[Gap in their career this could fill OR opportunity this represents]
[Specific role details]
[Easy ask]
```

---

### Formula 3: Mutual Connection + Context + Fit + CTA

```
[Reference to shared connection]
[Why they recommended this person]
[Why the role matches their background]
[Invitation to learn more]
```

---

### Formula 4: Question + Opportunity + Details + CTA

```
[Relevant question that sparks interest]
[Brief opportunity overview]
[Key compelling details]
[Low-pressure ask]
```

---

## COMMON CANDIDATE OUTREACH MISTAKES

| Mistake | Impact | Fix |
|---------|--------|-----|
| Generic opener | Immediately ignored | Personalize first line |
| Company-focused message | Candidate doesn't care | Lead with what's in it for them |
| Too long | Not read | Keep under 150 words |
| Vague opportunity | No interest | Be specific about role/comp |
| High-friction CTA | No response | Make responding easy |
| No follow-up | Missed opportunities | Send 3-4 touchpoints |
| Same message to everyone | Low response rate | Customize per candidate |
| Pushy tone | Turns candidates off | Be respectful, low-pressure |
| Forgetting mobile | Bad experience | Keep emails scannable |
| No value-add in follow-up | Feels spammy | Add new info each time |

---

## CANDIDATE OUTREACH CHECKLIST

### Before Sending:
- [ ] Researched candidate (LinkedIn, content, background)
- [ ] Personalized opening line (specific to them)
- [ ] Clear why THEY are interesting (not just skills)
- [ ] Compelling opportunity details (specific, not vague)
- [ ] Comp mentioned (or at least range)
- [ ] Low-friction CTA
- [ ] Under 150 words (or scannable if longer)
- [ ] Mobile-friendly formatting

### Message Quality:
- [ ] Would I respond to this?
- [ ] Sounds human, not templated
- [ ] Candidate-focused, not company-focused
- [ ] No jargon or corporate speak
- [ ] Proofread (especially name spelling)

### Follow-Up Plan:
- [ ] Follow-up emails scheduled (Day 4, 9, 14)
- [ ] Each follow-up adds new value/angle
- [ ] Breakup email prepared
- [ ] Tracking responses

### Channel Strategy:
- [ ] LinkedIn InMail vs. Email decided
- [ ] If no email, found alternative contact
- [ ] Considered mutual connections for warm intro