Send effective outreach emails to employers

Introduction

This resource is for employer engagement staff. It provides a sequence of email templates that you can adapt when contacting small and medium size enterprises (SMEs) about supporting T Level students.

Why use and email sequence?

Busy managers in SMEs often won’t act on a single email. Sequencing your outreach – sending a series of emails over four to eight weeks – increases the chance that employers will engage, as each email builds familiarity and adds more detail.

How the sequence works

This sequence has five emails, each with a different purpose:
1. Lead with the student – tell a student’s story and introduce the different ways to get involved.
2. Employer benefits – show how supporting students helps businesses, including CSR/social value.
3. Tasks – make it real by listing 2–3 tasks the student could do in that sector.
4. Case study – use an employer/student story and, if relevant, mention Employer Support Funding.
5. Event invite – bring it to life with a two-hour session including networking, facilities tour and meeting students.

Get ready before sending emails

To make the most of the sequence, have these elements in place first:
• Webpage – Create or update a webpage that explains the variety of ways employers can get involved (careers talks, tasters, set projects, industry placements). Link to this page in your first and second emails.
• Case studies – Line up at least one employer and/or student story to use in Email 4. If you don’t have one locally, use the DfE case study library.
• Event planning – Schedule an employer event before starting the sequence so you have a date, format and RSVP link ready for the final invite email. Give employers at least 3–4 weeks’ notice.
• Student consent – If you are naming a student (e.g. “Samira”), make sure they are happy for their name to be used in outreach.

Lead with the student

Employers respond best when they can picture a real person, not just a qualification. The first email introduces a student by name, showing what they have learned and what they want to achieve. Before sending, identify one or two students you can spotlight and personalise around them.

Offer a variety of ways to get involved

Not every employer that is interested wants to commit to a full 45-day placement initially. Throughout the sequence, make clear that there are lighter-touch ways to help – from a short careers talk, to tasters, to set projects, through to placements. This increases the chances of a “yes.”

Emphasis employer benefits

Employers often want to know “what’s in it for us?” The second email highlights benefits such as:
• freeing up staff time
• gaining fresh ideas
• developing a future talent pipeline
• boosting staff morale and reputation in the community
• demonstrating corporate social responsibility and social value (helping with tenders and diversity goals)

Show practical examples of tasks

Employers want to know what students can actually do. In Email 3, insert 2–3 realistic tasks from the DfE Typical Tasks checklist, tailored to that sector. This makes a placement seem real.

Provide reassurance

Make it clear throughout the sequence that:
• there is no cost to the employer (in terms of wages)
• your team handles the admin, paperwork and safeguarding
• support is available to agree tasks and supervise the student

Add credibility through stories

The fourth email uses case studies and student quotes to make the offer feel real. Share links to a short case study or video. If you have Employer Support Funding available, this is one place you might mention it.

Use events as an achievable next step

The final email invites employers to a two-hour event. These events work best when they include:
• Networking with other local businesses
• A facilities tour
• Meeting students face-to-face
• Hearing from employers who’ve hosted placements
• A Q&A about tasters, set projects and placements

Best practice for cold outreach

• Subject lines – keep them short and clear (“Could you help a local student?”, “You’re invited – employer event”).
• Progressive detail – each email should add something new: student story → benefits → tasks → case study → event.
• Clear call to action – ask for one next step at a time (a call, RSVP, etc).
• Personalisation – use the employer’s name, reference their sector, match tasks to their business.
• Consistency – space emails 1–2 weeks apart.
• Follow-up – track opens/clicks (via Mailchimp or CRM). If someone engages multiple times but doesn’t reply, follow up with a phone call.

Useful resources

To tailor your outreach, check these helpful resources:
• What students learn in each T Level
• Typical tasks for industry placement students
• DfE T Level case studies