The short version: a check-in feels like spam when it's generic, all about you, and asks for something. It feels like a real message when it's short, clearly written for that client, mentions something you actually know about them, and asks one easy question. Sort your past clients into a few groups, write one message per group, send it from a real person's address, only to people you have consent to email, and make sure every reply reaches someone the same day.
Most recruitment agencies have a list of employers they've placed for, and most of those employers haven't heard from the agency in months. They already know your work. When they next have a role, the agency that's been in touch most recently has a head start.
The problem is that "just checking in, any roles?" is easy to ignore, and a newsletter blast to the whole database can do more harm than good. Here's how to do it properly.
Why do most check-ins get ignored?
- They're obviously sent to everyone. "Dear valued client" tells the reader nobody thought about them.
- They only ask for something. "Any roles?" puts the work on the client and gives them nothing back.
- They're too long. A busy hiring manager reads the first two lines on a phone.
- They come from a no-reply address or a brand. People reply to people.
- Nobody answers when they do reply. A reply that waits three days undoes the whole point.
Who should you contact first?
Before writing anything, sort your past employer clients into a few groups. Each group gets its own message.
| Group | Who | What they need to hear |
|---|---|---|
| Recent | Placed with you in the last 12 months | How the placement is going, and what's next |
| Lapsed | Worked with you 1–2 years ago, quiet since | A reason to reconnect, without guilt or pressure |
| Seasonal | Hire at the same time each year | A heads-up before their usual hiring season |
| Lost | Went with another agency | Low-pressure contact, and an honest question |
Start with the recent and seasonal groups. They're the warmest, and you'll learn quickly what gets replies.
What makes a check-in worth replying to?
- One specific detail. The role you filled, the person you placed, or the month they usually hire.
- Something useful or a genuine question. Not a pitch.
- One easy question. Something they can answer in a line.
- Short. Three to five sentences. No attachments, no images.
- From a real person. The recruiter or owner they know, from their normal address, with a normal signature.
Three example check-in messages
These are examples to adapt, not scripts to paste. Change the details so each one is clearly about that client.
Example 1 · A recent placement
"Hi [Name], it's been about three months since [Candidate] started as [role]. How are they getting on? If there's anything we should know for next time, I'd really like to hear it. Either way, thanks again for trusting us with that search."
Example 2 · A lapsed client
"Hi [Name], it's been a while since we worked together on the [role] search. I realised we hadn't been in touch, which is on us. How has the team changed since then? If you're planning any hiring this year, I'm happy to share what we're seeing in [their sector] around [city]."
Example 3 · Before their usual hiring season
"Hi [Name], last year you brought on [number] [role type] around [month]. Are you expecting anything similar this year? If so, we could start building a shortlist early, so you're not starting from zero when the roles open."
Notice what's missing: no "hope this finds you well", no list of services, no "let me know if you have any roles". Each message is about them and asks one thing.
What should you never send?
- The same message to your whole database at once.
- Subject lines that pretend to be something they're not, like "Re:" on a first message or "Quick question about your invoice."
- Fake familiarity, like "As we discussed" when you didn't.
- Market claims you can't back up. Only share what you've actually seen.
- Anything to someone you don't have consent to email.
Who are you allowed to email?
Canada's anti-spam law generally allows business emails to people you have consent to contact. For past clients, that usually means employers you did business with in the last two years, or people who've agreed to hear from you. Every message should say who it's from and include a simple way to opt out, and opt-outs need to be honoured. This is a summary, not legal advice. If you're unsure about part of your list, leave those contacts out or check first.
What happens when someone replies?
This is where most revival efforts quietly fail. Before you send anything:
- Decide who owns each reply. Usually the recruiter who knows the client, with the owner as backup.
- Aim to answer the same working day. A reply that waits loses most of its warmth.
- Note what you learned in your CRM: when they expect to hire, who else hires there, and the next check-in date.
- If a role comes up, send your terms or fee agreement the same day, and follow up if it goes quiet.
How do you know it's working?
Keep it to four numbers: how many past clients you contacted, how many replied, how many real conversations started, and how many new roles you discussed. Replies and conversations tell you the messages are right. Roles take longer, so don't judge the effort on the first week.
What does this look like in practice?
For example, an agency with 200 past employer clients might find that 80 fall in the recent or seasonal groups and are within the two-year window. Writing two messages, sending them over a couple of weeks from each recruiter's own address, and blocking 20 minutes a day for replies is a manageable first campaign, without hiring anyone.
Want this done for you? The 30-Day Client Revival does exactly this inside the CRM you already use: we sort your past clients, write the messages for each group, you approve them, and they go out from your own accounts. Plus a same-hour reply system for new employer inquiries, fee agreement follow-up and a one-page Monday view.
Related: how to win more repeat job orders from existing clients and what should happen in the first hour after an employer inquiry arrives.