The Power of the Cold Call

I hate cold calling. There are always other things to do—emails, LinkedIn messages, anything to avoid reaching out cold.

And I’m not alone. Most of my clients dread it too. They’d rather refine their resumes or tweak their list of target companies—anything but reach out to a hiring manager out of the blue.

But here’s the thing: cold calling works.

It works, and even better, "warm" calling works. That’s why it’s essential.

Just last weekend, I received an email from a client who had accepted the perfect job after months of patient searching. It hit every mark: the location, the salary, the industry. And he credited his success—confirmed by the company—to his initial, unprompted email to the CFO. That cold outreach opened a door that kept him on their radar through every interview.

Another client? He’s in the final interview stage with his top-choice company, thanks to a similar approach. He reached out to an alum, who helped him navigate his way into the official hiring process. And yet another client? She’s on the verge of an offer that started with a cold intro from a friend of a friend.

So why do we still avoid cold calling? Why does it feel so hard?

Facing the Fear

Cold calling can be intimidating, even a little unnerving. It’s normal to feel vulnerable reaching out to someone you don’t know, and most people fear rejection. But cold calling builds resilience. It pushes you to articulate your value concisely, and that’s a skill that resonates across any job search. Rather than seeing cold calling as a last resort, think of it as a chance to learn and grow. Like any skill, the more you do it, the easier it becomes.

Unlocking the Hidden Job Market

If fear isn’t enough to hold us back, consider this: roughly 70-80% of jobs are never posted online. Traditional job applications reach only a fraction of available opportunities. Cold calling helps you tap into this hidden market by connecting directly with people who can influence hiring decisions. By making the first move, you position yourself as a proactive candidate, which adds immediate value. Start with companies and roles that align with your skills. Research key contacts, and frame your outreach as a conversation about shared goals.

Making It Genuine

Cold calling isn’t about “using” people. When done thoughtfully, it’s the start of a lasting relationship. Prepare tailored questions, show genuine curiosity about their company, and offer insights or help in return. Follow up with a thank-you note or connect on LinkedIn with a personalized message to keep the connection alive. Over time, these interactions may lead to opportunities or introductions you couldn’t have planned for.

Cold Calling Tips

1. Make an Authentic Connection: Craft your initial outreach email to appeal to the person’s sense of humanity. A little research can go a long way in finding something you both share—an interest, a value, or an alma mater.
2. Be Persistent but Patient: Don’t give up after a single outreach. Try multiple times with different mediums, and remember to stay consistent in how you present yourself. It’s best to stick to a core value proposition rather than reinventing yourself each time.
3. Follow Up Thoughtfully: After each conversation, send a thank-you note with a reference to specifics from your call. Reconnect every few weeks or months, referencing previous conversations to build continuity.
4. Collaborate on Your Success: Instead of seeing the interaction as a favor, take a collaborative approach by inviting their input on your job search. Ask yourself: How can you help them? What can you bring to the conversation?

Even if it’s uncomfortable, cold calling remains a powerful tool in the job search toolkit. It opens doors, builds connections, and brings you closer to opportunities that may otherwise remain hidden.