Why LinkedIn fails for senior developers
Engineers with eight, ten, fifteen years of experience get fifty messages a week through LinkedIn. The vast majority are interchangeable: a framework name, a salary range, "would love to chat." Nobody can sort these by hand, so they sort by ignoring them all.
It's a selection effect. The developers who reply to InMail are the ones who haven't yet decided LinkedIn is noise. As they get more senior, that threshold gets crossed. The people you most want to hire are exactly the people least reachable through the platform.
You're not failing to write a better InMail. You're trying to be heard on a channel your audience has muted.
There's also a status mismatch. A senior engineer reading an InMail is being addressed by an "outreach specialist" they've never heard of, about a company whose product they've never used, for a role they didn't apply to. Every layer of the message signals "this was not written for you." Three seconds of scanning, archive.
The four channels that actually work
In rough order of cost-per-hire:
- Warm intros from existing engineers — your best channel. Twenty-X conversion vs cold. Limited by your team's network.
- Conference talks and technical writing — a developer who saw your CTO give a talk on consensus protocols already knows two things: that the team is technical, and that the work is interesting. You've pre-qualified them.
- Open-source contributions — if your stack is open, contributors to your repos are pre-selected for fit. They've shipped code that ran in your codebase.
- Paid contact (reachdev.io, or a Stripe link in their portfolio) — pays the developer to read your message. Lowest friction to start, highest reply rate among cold channels.
The first three are slow. They compound, but they take quarters to produce a single senior hire. The fourth is fast — within a week — and the topic of the rest of this post.
Why paid contact converts at 30–50%
The economics are inverted from InMail. On LinkedIn, sending costs you nothing and reading costs the developer their afternoon. So they don't read. On a platform where you pay the developer to read, they read. Whether they reply is a separate question — but at least the message gets attention.
In the reachdev model:
- You buy credits.
- You spend credits to message a specific developer at their listed price (usually €1–€5 per message).
- The developer reads. If they reply within the window, they claim your credits.
- If they don't reply, the credits return to your balance.
You only pay for messages that land. The downside risk is the same as InMail: zero. The upside — the reply rate — is ten to twenty times higher.
You're not buying time. You're buying the first 30 seconds of attention you couldn't get for free.
What a pitch that lands looks like
Five rules, learned the hard way:
- Name the role, the team size, and the comp band in the first three lines. Hiding any of these signals "we're not serious."
- Reference one specific thing about the developer — a repo, a talk, a comment they left on a PR. Not "loved your profile." Not "your background is impressive."
- Founder or hiring manager only. A senior engineer will read a message from a CTO and not from a recruiter. This is unfair but true. If your founders are too busy, this isn't the channel for you yet.
- Lead with the problem, not the perks. "We're rewriting our payments service in Rust because Python can't hit our p99 SLO" beats any bullet point about kombucha or unlimited PTO.
- End with a 1-sentence ask. "Worth a 25-minute call next week?" — not "let me know your availability and we can set up a chat."
A bad pitch and a good one
Bad — what the developer sees forty times a week:
Hi Jane! I came across your profile and was really impressed with your background. We're a fast-growing Series B startup in the fintech space and we're looking for a Senior Backend Engineer to join our amazing team. Comp is competitive, equity is meaningful, and our culture is second to none. Would love to set up a quick chat to learn more about you. Let me know what works!
Good — what gets a reply:
Jane — saw your raftdb repo last year and we ended up using it as a reference when we wrote our own Raft layer at Acme. We're building a distributed rate-limiter that needs to survive partial network partitions; current implementation uses Redis and falls over above 50k qps. Looking for a senior backend engineer to own the rewrite in Go. Team is 4 engineers, comp €140–170k + 0.3–0.6% equity, fully remote in EU TZ. Worth a 25-minute call next week to see if it's interesting?
Same length. Tenfold reply rate. The difference is specificity — proof that the sender actually read the developer's work and isn't copy-pasting.
What to expect
- Reply rate — 30–50% on first contact, vs 3% on InMail.
- Time to first reply — usually 24–48 hours. Most developers check the platform once a day.
- Cost per qualified conversation — €5–€20, plus the 5–10 minutes you spent writing the pitch. Compare to the €300–€800 per qualified intro a contingency recruiter charges.
- Conversion to hire — same as any senior pipeline, ~5–10% from first conversation to offer accepted. The platform doesn't fix your interview process, but it gets better candidates into it.
How to start
If you're hiring two or fewer senior roles per year, this channel pays for itself in your first hire. Buy 200 credits (€20), find five developers in your stack, write five real pitches, see what happens.
If you're hiring at volume, treat reachdev as one of three or four channels rather than your primary funnel. Combine with conference presence, OSS sponsorship, and a referral program. The senior engineers you want are reachable — just not the way LinkedIn taught everyone to reach them.
Pay attention to the developers who don't reply. Some have set very high prices because they're not looking. Some haven't checked the platform that week. That's information. Adjust your shortlist accordingly, and keep going.
Originally published at reachdev.io.
