Table of Contents

Writing Cold Emails for Recruiters and Hiring Managers With Case Study

Introduction

Cold emailing recruiters and hiring managers can be an effective way to introduce yourself when you are interested in an organization but do not already have a professional relationship with the people responsible for hiring. Unlike responding to a published job advertisement, a cold email allows a candidate to initiate contact proactively.

However, sending a cold email to a recruiter or hiring manager requires more than attaching a résumé and saying, “I am looking for a job.” Hiring professionals receive many applications and messages, so an effective outreach email must communicate relevance quickly.

The purpose of a cold email is usually not to secure a job immediately. A more realistic objective is to start a professional conversation, introduce relevant qualifications, ask about suitable opportunities, or establish a relationship that could become valuable when an appropriate position becomes available.

A successful message therefore needs to be concise, personalized, professional, and focused on the recipient’s organization and the candidate’s relevant value.

Understanding the Difference Between Recruiters and Hiring Managers

Before writing a cold email, it is important to understand the difference between a recruiter and a hiring manager.

A recruiter typically supports the hiring process by identifying candidates, screening applicants, coordinating interviews, and helping organizations fill open positions. Recruiters may work internally for a company or externally through a recruitment agency.

A hiring manager is generally the person responsible for the team or role that needs to be filled. This person is often more directly concerned with whether a candidate can perform the actual work.

The same candidate may therefore approach each person differently.

A recruiter may be interested in:

Relevant experience
Job titles
Skills
Industry background
Location
Availability
Compensation expectations

A hiring manager may care more about:

Specific capabilities
Previous results
Technical knowledge
Problems the candidate can solve
Team fit
Experience with similar projects

Understanding this distinction helps candidates make their messages more relevant.

Why Candidates Use Cold Emails

There are several reasons a job seeker might contact recruiters or hiring managers directly.

A candidate may:

Discover a company they want to work for
Identify a team that matches their expertise
Find a potential role before it is publicly advertised
Seek an introduction to the hiring process
Ask about future opportunities
Transition into a new industry
Relocate to a new market
Build professional relationships

Cold outreach can be particularly useful when the candidate has researched a company and can identify a genuine reason for wanting to work there.

Research Before Sending the Email

Research is one of the most important steps in cold job outreach.

Before contacting someone, the candidate should understand:

What the company does
What department the recipient works in
What roles the company commonly hires for
Recent company developments
The recipient’s professional responsibilities
Relevant skills the company appears to value

The purpose of research is not to create an extremely long message. It is to identify information that can make the email relevant.

For example, suppose a software company recently expanded its data analytics team. A data analyst with experience in business intelligence could reference that expansion and explain why their background may be relevant.

Finding the Right Person

Sending an email to the correct person increases the likelihood that the message reaches someone who can act on it.

Potential contacts include:

Recruiters
Talent acquisition specialists
Hiring managers
Department heads
Team leaders
Founders at smaller companies

The appropriate contact depends on the organization and the purpose of the message.

For a large company, an internal recruiter responsible for a specific department may be the most relevant contact.

For a small company, a department leader or founder may handle hiring directly.

Writing the Subject Line

The subject line should be short and descriptive.

Examples include:

Software Engineer Interested in [Team]
Marketing Specialist — [Relevant Skill]
Interest in Future Data Analyst Opportunities
[Skill] Professional Interested in [Company]
Exploring Opportunities With [Company]

The subject should communicate the purpose of the email without using exaggerated language.

Avoid subject lines such as:

URGENT!!!
PLEASE HIRE ME
Amazing Candidate You Need
Your Next Best Employee

Professional communication is more appropriate.

Starting the Email

The opening should quickly explain why the candidate is contacting the recipient.

A weak opening might say:

“Hello, my name is John and I am currently looking for a job.”

This places the focus entirely on the candidate’s needs.

A stronger opening provides context:

“I recently came across your company’s expansion of its analytics team and wanted to reach out because my background in business intelligence and dashboard development closely matches the type of work your team appears to be doing.”

This gives the recipient a reason to continue reading.

Demonstrating Relevant Experience

Cold emails should not contain an entire résumé.

Instead, candidates should select two or three qualifications that are most relevant to the recipient.

For example:

Five years of software development experience
Experience building cloud-based applications
Experience leading a team of developers
Specific industry knowledge
Relevant certifications
Measurable project results

The objective is to establish credibility quickly.

Using Results Instead of Generic Claims

Statements such as “I am hardworking,” “I am passionate,” and “I am a team player” are common but provide limited evidence.

Specific achievements are stronger.

For example:

“I helped redesign an internal reporting process that reduced monthly manual reporting time by approximately 30%.”

This gives the recipient something concrete to evaluate.

Candidates should avoid exaggerating or inventing achievements.

Connecting Skills to the Company

The strongest cold emails connect the candidate’s experience with the company’s needs.

Consider two approaches.

Generic:

“I have experience with Python, SQL, and data analysis.”

Relevant:

“I have five years of experience using Python and SQL to automate reporting and build operational dashboards, which seems relevant to the analytics work your operations team has been expanding.”

The second version provides context.

Personalization Without Overdoing It

Personalization is useful when it is meaningful.

Candidates can mention:

A company project
A recent announcement
A relevant product
A shared professional interest
A role the recipient is hiring for
A specific team initiative

However, excessive personalization can make the message feel artificial.

The objective is not to demonstrate that the candidate researched every detail of the recipient’s life. The objective is to explain why the professional connection is relevant.

Keeping the Email Short

Recruiters and hiring managers are often busy.

A cold email can usually communicate its main point in a few short paragraphs.

A useful structure is:

Reason for contacting
Relevant background
Connection to the company
Simple call to action

The résumé or portfolio can provide additional information.

The Call to Action

The call to action should be easy to understand.

Examples include:

“Would you be open to a brief conversation?”
“If your team expects to hire for similar roles, I would be glad to share my résumé.”
“Would it make sense to connect for 10–15 minutes?”
“If there is a relevant opening, I would appreciate being considered.”

The request should not pressure the recipient.

Attaching a Résumé

Whether to attach a résumé depends on the situation and the recipient’s preferences.

If the email specifically concerns employment opportunities, a résumé can be useful.

The résumé should:

Be current
Match the candidate’s professional profile
Highlight relevant experience
Be easy to read
Avoid unnecessary information

Candidates should also make sure that the résumé and email tell a consistent professional story.

Linking to a Portfolio

For professions where work samples are important, a portfolio can strengthen the outreach.

This can apply to:

Designers
Developers
Writers
Photographers
Marketers
Researchers
Product professionals

The portfolio should contain relevant examples rather than an overwhelming collection of unrelated work.

Following Up

A lack of response does not necessarily mean rejection.

The recipient may be busy or may not have an immediate hiring need.

A professional follow-up can be sent after a reasonable interval.

The follow-up should remain concise.

For example:

“Hi Sarah, I wanted to follow up on my note regarding potential analytics opportunities with your team. My experience in SQL, Python, and business intelligence remains closely aligned with the work I have seen from your department. I would be happy to connect if there is a suitable opportunity now or in the future.”

The candidate should avoid sending excessive follow-ups.

If the recipient clearly indicates that they are not interested, the candidate should respect that response.

Common Mistakes

Sending a Generic Message

Mass emailing recruiters with identical messages can make the candidate appear uninterested in the specific company.

Writing Too Much

A detailed career history belongs in a résumé, not necessarily in the first email.

Asking Only for a Job

A stronger approach is to identify a specific professional connection.

Ignoring the Recipient’s Role

A recruiter and hiring manager may have different priorities.

Overusing Flattery

Excessive praise can appear insincere.

Making Unsupported Claims

Candidates should provide truthful information about qualifications and achievements.

Failing to Proofread

Grammar, spelling, formatting, and incorrect names can undermine credibility.

Case Study: Daniel’s Cold Outreach Campaign

Background

Consider a fictional candidate named Daniel.

Daniel is a software engineer with four years of experience in backend development. His primary technologies include Python, SQL, PostgreSQL, and cloud infrastructure.

He wanted to move into a larger technology company.

Instead of applying randomly to hundreds of positions, Daniel identified several companies whose products and engineering work matched his experience.

One company, CloudAxis, had recently expanded its software engineering team.

The Initial Approach

Daniel found a recruiter responsible for engineering recruitment.

Rather than sending a generic message saying he was looking for employment, he researched CloudAxis.

He identified that the company’s engineering team worked heavily with cloud infrastructure and data-processing systems.

Daniel had similar experience from his current position.

Developing the Message

Daniel structured his email around four points:

Why he selected CloudAxis
His relevant engineering experience
A specific connection between his background and CloudAxis’s work
A request for a brief conversation

He did not include his entire career history.

Instead, he highlighted two relevant accomplishments.

The Email

Daniel’s message explained that he had been following CloudAxis’s expansion and was interested in potential backend engineering opportunities.

He mentioned his four years of experience with Python and SQL and explained that he had recently worked on a data-processing system that reduced processing time significantly.

He then asked whether the recruiter would be open to discussing current or upcoming backend engineering opportunities.

Daniel attached his résumé and included a link to his technical portfolio.

The Response

The recruiter responded several days later.

There was no immediate opening that exactly matched Daniel’s background, but the recruiter asked him to complete the company’s candidate profile and said the recruiting team would keep his information available for future engineering positions.

Several weeks later, a relevant position became available.

Because Daniel had already established contact with the recruiting team, he was able to enter the formal application process with greater context about the organization.

Lessons From the Case Study

The example demonstrates several important principles.

Research Creates Relevance

Daniel did not randomly select the company.

He identified a connection between his skills and the organization’s engineering work.

Specific Evidence Builds Credibility

Instead of saying he was a “great developer,” he referenced actual technical experience.

The Initial Objective Was Conversation

Daniel did not demand an interview.

He asked whether there might be relevant opportunities and offered to discuss his background.

Timing Matters

The company did not initially have a suitable opening.

However, establishing a professional relationship meant that the conversation could become useful when a relevant position appeared.

Developing a Recruiter Outreach Strategy

Candidates who want to use cold email systematically can create a simple process.

Step One: Define the Target

Identify the types of roles, industries, companies, and teams that match your experience.

Step Two: Research Companies

Identify organizations that genuinely interest you.

Step Three: Identify Relevant Contacts

Find recruiters or hiring managers connected to the relevant function.

Step Four: Develop a Personalization Point

Identify one specific reason for contacting the company.

Step Five: Write the Email

Keep it concise and focused on relevant qualifications.

Step Six: Include Supporting Materials

Attach a résumé or provide a relevant portfolio when appropriate.

Step Seven: Follow Up

Send a limited number of professional follow-ups.

Step Eight: Track Results

Record:

Emails sent
Replies
Positive responses
Conversations
Interviews
Applications
Offers

Tracking results helps candidates identify which approaches produce meaningful professional conversations.

Cold Email Versus Applying Through a Job Board

Cold email should not necessarily replace formal applications.

Many companies require candidates to apply through their official recruitment systems.

A candidate can therefore use both approaches.

For example:

Identify a relevant position.
Apply through the official system.
Contact the recruiter with a concise message referencing the application.

This creates a connection between the formal application and the personal outreach.

Building Long-Term Professional Relationships

One of the greatest benefits of contacting recruiters and hiring managers is that the relationship does not necessarily end when a particular position is filled.

A recruiter may remember a candidate for future openings.

Similarly, a hiring manager may encounter another opportunity later.

Candidates should therefore approach cold outreach as professional networking rather than as a one-time transaction.

A respectful message can create a useful professional connection even when there is no immediate job opening.

Measuring Success

Candidates should avoid judging a campaign solely by the number of job offers received.

Useful intermediate metrics include:

Response rate
Positive response rate
Recruiter conversations
Hiring-manager conversations
Referrals
Interviews
Applications resulting from outreach
Opportunities discovered through networking

For example, receiving 10 meaningful conversations from 100 carefully targeted emails may be more useful than sending thousands of generic emails that produce little engagement.

Ethical and Professional Considerations

Cold outreach should remain professional and respectful.

Candidates should use accurate information and avoid misleading claims.

They should also respect privacy and applicable communication rules.

A candidate should not misrepresent employment history, education, certifications, technical abilities, or professional achievements.

The goal is to create an accurate and credible introduction.

History of Writing Cold Emails for Recruiters and Hiring Managers

Introduction

The history of writing cold emails for recruiters and hiring managers is closely connected to the development of employment practices, business communication, electronic mail, online recruitment, professional networking, and digital hiring platforms. Before email became a major communication channel, job seekers generally depended on newspaper advertisements, employment agencies, personal recommendations, printed résumés, telephone calls, career fairs, and direct applications.

The fundamental idea behind cold outreach, however, is much older than email. Job seekers have always attempted to introduce themselves directly to organizations, even when no position had been publicly advertised. What changed with email was the speed, cost, reach, and scalability of this practice.

During the development of the internet, cold email gradually became an additional method for candidates to contact recruiters and hiring managers. As professional networking platforms, applicant-tracking systems, recruitment databases, and digital portfolios developed, candidates gained more opportunities to research organizations and identify the appropriate people to contact.

The history of recruitment cold email therefore represents a broader transformation: from general employment inquiries toward targeted, research-based professional outreach.

Employment Communication Before Email

Before electronic mail, candidates commonly searched for jobs through newspapers, employment agencies, professional associations, community networks, and personal referrals.

Newspaper classified advertisements were particularly important because companies could publicly announce vacancies and candidates could respond by sending résumés or application letters.

However, candidates were not limited to advertised positions.

A person interested in a particular company could send a physical letter introducing themselves and asking whether employment opportunities existed.

This was an early form of unsolicited job outreach.

A typical application letter might include:

A professional introduction
Relevant qualifications
Previous experience
Interest in the organization
A request for consideration
Contact information

The basic structure resembles modern cold email.

The major difference was the medium.

The Traditional Cover Letter

The cover letter played an important role in professional job applications during the twentieth century.

Candidates used cover letters to explain why they were applying and how their experience related to the position.

For unsolicited applications, the letter could introduce a candidate even when no specific vacancy was known.

This created an early version of what would eventually become cold-email outreach.

The candidate had to persuade the recipient that the communication was worth considering despite the absence of an established relationship.

Employment Agencies and Professional Networks

Recruitment agencies also became an important part of employment communication.

Candidates could submit their information to agencies that maintained relationships with employers.

Professional networking provided another route.

Recommendations from colleagues, professors, managers, friends, and professional associations could help candidates reach hiring decision-makers.

These methods established an important principle that remains relevant today:

Professional introductions are often more effective when they provide context and relevance.

Email eventually made it possible for candidates to create some of these introductions themselves.

The Development of Electronic Mail

Electronic mail developed from early computer communication systems and gradually became an important tool for business communication.

By the 1990s, email was becoming increasingly common in professional environments.

This changed recruitment communication.

Instead of mailing a physical résumé, a candidate could send a résumé electronically.

Instead of waiting several days for a letter to arrive, a recruiter could receive the candidate’s message almost immediately.

Email also reduced the cost of contacting multiple organizations.

The Rise of Online Recruitment

The expansion of the commercial internet transformed recruitment during the 1990s and early 2000s.

Companies began creating career pages where candidates could learn about vacancies and submit applications.

Online job boards also became increasingly important.

These platforms allowed candidates to search large numbers of job listings from one location.

Recruiters benefited from the ability to publish vacancies to much larger audiences.

However, the rise of online applications also created increased competition among candidates.

Instead of receiving a limited number of physical applications, employers could receive hundreds or thousands of digital applications.

This encouraged some candidates to explore additional methods of gaining attention.

Cold Email as a Supplement to Job Applications

As online applications became common, cold email developed as a supplementary strategy.

Rather than relying entirely on job boards, candidates could identify a company they wanted to work for and contact someone involved in hiring.

The purpose was not necessarily to bypass the formal recruitment system.

Instead, candidates could introduce themselves and ask about relevant opportunities.

For example, a candidate might contact a recruiter and say that they had several years of experience in a particular field and were interested in future opportunities with the organization.

This approach became especially useful when the candidate’s background closely matched the company’s work but no appropriate vacancy was publicly visible.

The Development of Professional Networking Platforms

The emergence of professional social networking platforms changed recruitment outreach again.

Candidates could increasingly research:

Recruiters
Hiring managers
Department leaders
Company executives
Professional backgrounds
Job openings
Company activities

This made cold outreach more targeted.

Previously, a candidate might send a letter to a company’s human-resources department without knowing who would read it.

Digital professional networks made it possible to identify specific people.

The result was a transition from:

“Dear Hiring Manager”

toward:

“Hello [specific recruiter or hiring manager].”

The Importance of Targeting

As candidates gained access to more information, targeting became an increasingly important part of recruitment outreach.

A candidate applying for a software-engineering position might search for recruiters responsible for technical hiring.

A marketing professional could identify a talent-acquisition specialist responsible for marketing roles.

A candidate interested in a small startup might contact a founder or department head directly.

This made cold email more relevant because the message could be directed toward someone with an appropriate professional responsibility.

The Rise of Personalization

Generic job-seeking emails became increasingly difficult to distinguish from mass communication.

As recruiters received more digital messages, candidates began personalizing their outreach.

Personalization could involve mentioning:

A specific company project
A recent company announcement
A relevant position
A shared professional interest
The recipient’s department
A specific skill the company appeared to need

For example, rather than writing:

“I am interested in working for your company,”

a candidate might write:

“I noticed your engineering team has been expanding its cloud infrastructure work, and my recent experience building AWS-based data systems made me interested in exploring opportunities with the team.”

The second approach provides a reason for contact.

Applicant Tracking Systems

Applicant-tracking systems, commonly known as ATS platforms, became increasingly important as companies received larger numbers of applications.

These systems help employers organize candidates, applications, résumés, interview stages, and hiring information.

The growth of ATS platforms also changed the relationship between cold email and formal applications.

A cold email could create awareness or initiate a conversation, but many companies still required candidates to submit formal applications through their recruitment systems.

This established an important distinction between networking outreach and formal application procedures.

Recruitment Databases and Talent Pools

Recruiters also began building talent pools.

Instead of thinking only about immediate vacancies, organizations could maintain databases of potential candidates for future positions.

This made proactive candidate outreach more useful.

A candidate who contacted a recruiter when there was no suitable opening could still become part of the organization’s talent network.

Later, when a relevant position became available, the recruiter might already have information about the candidate.

The Growth of Remote Work

The expansion of remote work further increased the importance of digital professional communication.

Candidates were no longer necessarily restricted to employers in their immediate geographic area.

A professional in one country could research companies operating in another country and potentially communicate with recruiters remotely.

This expanded the potential reach of cold email.

However, it also increased competition because organizations could receive applications from larger geographic areas.

The Development of Personal Branding

The growth of professional websites, portfolios, and social platforms gave candidates additional ways to establish credibility.

A cold email could now connect the recipient to:

A personal website
LinkedIn profile
GitHub repository
Design portfolio
Writing samples
Research publications
Professional certifications

This changed the function of the email.

Instead of containing the candidate’s entire professional history, the message could act as an introduction to a broader professional profile.

Measuring Recruitment Outreach

As digital communication became more measurable, candidates and career professionals began paying attention to outreach results.

Potential measurements include:

Emails sent
Responses
Positive responses
Recruiter conversations
Referrals
Interviews
Applications
Job offers

This allowed candidates to evaluate whether their outreach strategy was producing meaningful professional conversations.

However, recruitment outreach should not be treated exactly like a traditional marketing campaign.

A single professional relationship can potentially become valuable months later, even if it does not immediately result in an interview.

Case Study: Michael’s Transition Into Technology

Consider a fictional candidate named Michael.

Michael had five years of experience in business operations and wanted to transition into technology project management.

He had strong organizational skills but did not have the conventional career path of someone already working as a technology project manager.

The Traditional Approach

Initially, Michael applied to publicly advertised positions.

He submitted 80 applications over several months.

The results were limited.

He realized that many positions attracted candidates with direct technology project-management experience.

Michael decided to supplement applications with targeted outreach.

Researching Companies

Michael identified technology companies whose products and operations interested him.

Instead of contacting hundreds of organizations, he selected a smaller group where his operational background could potentially be relevant.

He researched:

Company products
Department structures
Hiring activities
Project-management roles
Recruiters
Department leaders

Finding Relevant Contacts

Michael identified recruiters responsible for technology positions and several project-management leaders.

He did not send the same message to everyone.

He created different versions for recruiters and hiring managers.

Contacting Recruiters

His recruiter message focused on:

His operational background
Project coordination experience
Technology-related responsibilities
Interest in future project-management roles

He asked whether the company expected to hire candidates with similar backgrounds.

Contacting Hiring Managers

His messages to hiring managers were more focused on his ability to solve operational problems.

He referenced specific experience coordinating cross-functional projects involving technology teams.

This demonstrated how the same candidate could communicate differently depending on the recipient.

The Result

Several recruiters did not respond.

Others replied that there were no suitable openings.

However, two hiring professionals agreed to speak with Michael.

One conversation led to a referral for an upcoming project-coordinator role.

Michael eventually entered the company’s formal hiring process and was offered a position.

The case demonstrates an important characteristic of cold recruitment email: success does not necessarily come from every message.

The value can come from a small number of meaningful conversations.

Lessons From the Case Study

Research Matters

Michael did not send random messages.

He identified organizations where his background had potential relevance.

The Recipient Matters

He changed his communication depending on whether he was contacting a recruiter or hiring manager.

Transferable Skills Matter

Because Michael was changing careers, he needed to explain how his previous experience could apply to the new role.

Cold Email Complemented Formal Applications

The outreach did not eliminate the formal recruitment process.

It helped create an opportunity to enter it.

The Modern Structure of Recruitment Cold Email

The historical development of recruitment communication has produced a relatively simple structure for modern cold emails.

Opening

Explain why you are contacting the person.

Relevant Background

Mention one or two qualifications related to the organization or role.

Connection

Explain why your experience could be relevant.

Call to Action

Ask for a brief conversation or information about suitable opportunities.

Supporting Materials

Provide a résumé or portfolio when appropriate.

This structure combines the traditional cover letter with the speed and targeting capabilities of modern email.

Common Historical Problems

Some challenges have remained consistent throughout the history of job outreach.

Generic Communication

Whether using printed letters or digital messages, generic applications are difficult to distinguish.

Poor Targeting

Contacting the wrong person reduces the chance of useful communication.

Excessive Self-Focus

Candidates sometimes explain what they want without explaining why their background is relevant.

Lack of Evidence

Generic statements about being hardworking or passionate are less informative than specific achievements.

Poor Timing

A company may simply have no appropriate opening at the moment.

This is why professional relationships can matter beyond a single vacancy.

The Role of Automation

Modern recruitment technology has introduced automation into candidate outreach.

Recruiters can use software to search databases, organize candidates, schedule communication, and manage hiring workflows.

Candidates can also use tools to organize their own job searches.

However, automation creates a tension.

The more automated a message becomes, the greater the risk that it will feel generic.

For professional networking, human relevance remains important.

Privacy and Professional Ethics

The development of digital recruitment has also increased the importance of responsible data use.

Candidates should use professional information appropriately and should not misrepresent their qualifications.

Recruiters and organizations also have responsibilities regarding candidate information.

Professional outreach should respect privacy, applicable employment regulations, and communication preferences.

The objective should be legitimate professional networking rather than intrusive communication.

The Future of Cold Emailing Recruiters and Hiring Managers

Recruitment communication will likely continue becoming more digital.

Artificial intelligence may help candidates research companies, identify relevant roles, summarize job descriptions, and prepare personalized messages.

Recruiters may increasingly use automated systems to identify and organize candidates.

Video introductions, digital portfolios, online assessments, and professional networking platforms may also become more common.

Despite these technological changes, the fundamental purpose of cold outreach is unlikely to change.

A candidate still needs to explain:

Who they are
Why they are contacting the organization
What relevant value they bring
Why the conversation makes sense

Technology can make the process faster, but relevance and credibility remain human considerations.

Conclusion

The history of writing cold emails for recruiters and hiring managers began long before email itself. Candidates have always attempted to introduce themselves directly to employers, whether through letters, personal recommendations, employment agencies, or professional networks.

Email transformed this process by making communication faster, cheaper, and more geographically accessible.

The growth of online job boards initially encouraged mass digital applications, but it also created greater competition. Candidates increasingly used targeted email and professional networking to establish direct relationships with recruiters and hiring managers.

The development of professional networking platforms, applicant-tracking systems, recruitment databases, remote work, digital portfolios, and automation further changed how candidates approach organizations.

The fictional Michael case study illustrates the modern evolution of this practice. Rather than relying exclusively on job-board applications, he identified organizations where his transferable skills could be relevant, researched appropriate contacts, adapted his message to recruiters and hiring managers, and used cold outreach to create conversations that eventually contributed to a formal hiring opportunity.

The history of recruitment cold email can therefore be understood as a progression from unsolicited employment letters to targeted digital professional networking.

The most effective modern approach combines the strengths of both traditions: the professionalism and clarity of a traditional application with the speed, research capabilities, and direct communication offered by digital technology.