IN THIS ISSUE
🤝 Introduction: Mega jobs issue
‼️ Do This Now: Become a Pro at Cold Outreach
⚽️ Soccer Jobs: 15+ new jobs
📰 Extra Extra: A goalkeeper goal!
INTRODUCTION
Hello again, Pathwayers!
Today, we're getting tactical: how to execute cold outreach that actually lands.
And I'll level with you - as someone who gets a lot of cold outreach, very few people do it well.
These recommendations come from 20 years of doing it and 20 years of being on the receiving end. I think you'll find this one especially useful.
Hit reply and let us know how it goes. We can't respond to every email, but we genuinely love hearing what's working for you.
-Kyle Sheldon, Co-Founder & CEO
PS - We’re going to share a mega jobs issue later this week. There are a bunch of new roles that have been posted in the last few weeks so we’re going to put them all in one place for you. Keep an eye on your inbox on Thursday.
📩 BECOME A PRO AT COLD OUTREACH
Because we’ve been in the soccer industry for a minute (actually, it’s been more than 10,000,000 minutes!), we tend to get a lot of cold outreach, most often via email or DMs on Instagram, X, or LinkedIn.
The reason for the outreach varies (job seekers, sales people, potential clients, informational interview requests, etc.), but there’s a common thread: Most of the outreach is, in fact, COLD. 🥶
Impersonal. Rote. Boring.
We’re always a bit amazed at how often someone writes to ask us to do something for them, and it’s clear we’re receiving a copy/paste special. Even a little bit of work before you hit send can go a long way towards increasing the likelihood of a reply.
With that in mind, here is our cold outreach playbook to bring some organization to your approach and ensure you’re sending messages with a higher success rate.
Go get ‘em!
Block 30-60 minutes on your calendar every week
Pick a day and time that works best for you but do everything you can to not schedule over it!
PATHWAY RESOURCE: Steal our Cold Outreach Tracker template
Spend the first half of your scheduled window searching LinkedIn for individuals you would be interested in speaking to
Look for folks who work in your area of interest but consider those who may be adjacent to your specific area, too (Ex: If you work in social media, connect with someone in marketing)
Look for individuals to whom you have a specific, personal connection:
From the same city/state
Went to the same college
Played a sport in the same conference
Have a mutual friend that you know well
Support the same teams
Etc.
After you’ve identified a potential contact, spend time researching and reviewing their digital presence
Find them on LinkedIn, X [Twitter!], Instagram, etc.
Look for examples of their recent work and projects
Look for mutual connections
Look for anything that might allow for a personalized opening sentence in your email
Then, if you plan to reach out, drop them in your tracker with your insights and notes
Spend the second half of the window, sending very short introductory emails to those you’d like to speak with
Your message should be no more than 4-5 sentences
Your only objective is to get in-person time with them - not share your entire career journey
If you have a specific connection, be sure to mention it (Ex: “I went to Wingate University, too…”)
Reference something specific you found in your research (Ex: “I loved the season ticket campaign you recently launched…”)
Ask for no more than 30 minutes (and sometimes asking for 15 or 20 minutes will increase your chances of success)
Please, please, please be sure your signature includes your full name, email address, phone number, a link to your LinkedIn profile.
If you’re a creative you can/should also include a link to your website or portfolio - wherever you house your best work
In your initial outreach, give them an out right off the bat
This is counterintuitive but giving someone permission to say “no” often leads them to say “yes” instead (Ex: “If now isn’t a good time, I completely understand…”)
If you don’t hear back, follow up 7-10 days later with a short, simple note (“Following up with the hope you might be willing to connect…”)
If you don’t hear back after a second follow up, move on - you’re simply not going to hear back from everyone (and no one likes getting hounded)
PRO TIP: Don’t just make outreach to senior executives
Send requests to folks who are early or mid-career
They likely don’t receive as many requests
They often have more schedule flexibility
Careers are long and today’s mid-career professional is tomorrow’s c-suite executive
Track your outreach and keep at it every week!
You may only hear back from less than 10% of the individuals you reach out to… don’t get discouraged and keep going
-Kyle Sheldon, Co-Founder & CEO
NEW SOCCER JOBS
VP, Ticketing - Angel City FC
Manager, PR & Communications - NWSL
Director, Event Operations - Columbus Crew
Performance Innovation Specialist - U.S. Soccer
Positional Technical Scout - Sporting Kansas City
Manager, Soccer Operations - Tampa Bay Sun Fc
Director of Coaching - Fredericksburg Soccer Club
Senior Coordinator, Graphic Designer - US Soccer
Partnership & Sales Representative - Port St. Lucie SC
Head Women’s Soccer Coach - Gardner Webb University
Senior Manager, Network & Security Operations - U.S. Soccer
ICYMI: MUST-READ ARTICLES
📰 Extra! Extra! Here are a few quick reads to stay up to date with the latest soccer happenings...
MLS considers relocation of the Vancouver Whitecaps [The Athletic] - A special committee of MLS owners met to discuss the future of the Canadien club, with possible relocation to another market - the city of Las Vegas as a leading candidate.
League’s Cup unveils brand evolution ahead of 2026 competition [LeaguesCup.com] - With 100 days until kickoff, Leagues Cup unveiled a refreshed brand identity ahead of its 2026 tournament - the MLS vs. Liga MX competition is expanding its footprint this year, with matches played across the United States, Mexico, and Canada.
16 years, 11 months and 5 days [Fox Sports] - That was the age of American, Mathis Albert, who made his debut for Borussia Dortmund this past week, becoming the youngest American to debut in the Bundesliga.
Goalkeeper goal! [YouTube] - Is there anything better than a goalkeeper scoring a goal at the death? Stick around for the epic knee slide celebration.
ALSO…
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FOLLOW ALONG
SEE YOU SOON, SOCCER FRIENDS
