Let’s face it, cold DMs don’t work like they used to. Most top candidates can spot a copy-paste message in seconds, and instead of getting interested, they’re more likely to ignore you. So, how do you get candidates' attention in a way that actually works?

If you want to stand out, you need to start building real connections before jumping into someone's inbox.

By engaging with potential candidates through comments and industry conversations, you’re not just reaching out, you’re building your employer brand. It’s a way to show what your company is all about, without the awkward cold pitch. By the time you reach out, you’re already on their radar, and they’ll be more likely to engage.

Let’s dive into how you can start doing this on LinkedIn, and say goodbye to cold DMs for good.

Step 1: Follow key prospects - but don’t be a ghost

First, identify your target candidates, but don’t immediately connect. Instead, follow them. Look at what they’re posting. Are they sharing insightful articles, engaging in industry discussions, or highlighting personal achievements? These posts give you key insights into their values, interests, and professional goals. Don’t be creepy, just be observant.

Pro Tip: Don’t just limit yourself to candidates. Follow industry leaders and influencers they interact with. This broadens your exposure and gives you context on the conversations that matter to them.

Step 2: Engage meaningfully - don’t just be a ‘Liker’

Once you're in their circle, it’s time to engage. But here’s where most people drop the ball. A “like” is nice, but it’s passive. Instead, leave thoughtful, value-driven comments. If a candidate shares an article on a tech breakthrough, instead of saying, “Great post,” try this:

• Ask a question to continue the conversation: “Interesting take on AI in healthcare. How do you think this will impact patient data security moving forward?”
• Share a personal insight: “I’ve worked on similar projects, and I found that integrating AI often faces resistance from traditional teams. Have you experienced this in your work?”
• Compliment, but get specific: “I admire your breakdown of AI’s role in patient care, especially the part on predictive analytics. Do you think the industry is ready for that level of adoption?”

Notice how each example moves the conversation forward and showcases your own knowledge? This kind of engagement builds mutual respect, not just visibility.

Step 3: Join the right conversations - don’t just follow the crowd

Chiming in on someone’s post is good, but joining larger discussions that matter to your target candidates is better. Are they engaging in popular threads about trends in their industry? Do they comment on influencer posts?

Pro Tip: Avoid being a background voice. Instead of commenting on general topics, add something that provides value to the conversation, even if it’s not aimed directly at your prospect.

Thoughtful, well-articulated responses will put you on their radar. Remember, people are watching how you engage with the world, not just them.

Step 4: Tag smartly - don’t overdo it

Once you've built some rapport, use tagging sparingly and strategically. If your prospect shares something worth amplifying, tag them in your own post with a meaningful comment, like: “Great perspective on AI implementation from [Prospect's Name]! This got me thinking about how it impacts long-term healthcare infrastructure.”

This shows you’re not just lurking. You’re paying attention, and you value their input. But don’t overdo it. Tagging every time you post comes off as desperate. Choose moments where their content genuinely adds value to your message.

Step 5: Slide into the DMs - but only after you’ve built a connection

Now that you've built up some public engagement, the DM won’t feel like an out-of-nowhere ambush. When the time’s right, drop them a context-rich message that references your past interactions. Something like:

• “I really appreciated your insight on AI in healthcare last week. We’re currently looking for someone with your expertise at [Company]. Could we connect?”
• “Your recent post on [Topic] was spot-on. We’re working on similar initiatives and would love to chat about how you could bring value to our team.”

By the time you DM them, you’re no longer a stranger, you’ve built familiarity and trust. The DM feels natural, not forced.

Why This Works

• Trust First: Public engagement gives candidates a chance to warm up to you. When you show up in the comments regularly with genuine contributions, they’ll feel more comfortable when you reach out privately.
• Brand Visibility: Engaging in public conversations not only helps with talent outreach but also positions your employer brand as active and informed. It’s subtle marketing while building relationships.
• Value Exchange: Instead of pushing a job from the start, you’re building a dialogue. People are much more likely to respond positively when they feel like they’re not just being sold to.

Next time you spot a candidate who’s a great fit, resist the urge to hit their inbox straight away. Instead, engage first, build trust, visibility, and rapport.

The result? Warmer conversations and stronger connections.