Breakdown: The cold DM that landed a Deloitte AI job

We all ignore 99% of the cold emails we get.

That’s probably why we believe cold outreach doesn’t work.

This sentiment seems to be far more common among students, graduates, and early-career professionals.

From what I’ve seen, there’s a direct relationship between seniority and comfort with cold outreach.

Research proves it as well.

For example, my CEO at Noetic used to send 5 cold emails to senior government officials every day, to open doors for our consulting work. For him, it was just business as usual.

But for most international students, cold outreach of any sort is super awkward as hell.

That’s precisely why if you’re among the very few who can push past that discomfort, commit to cold outreach, and learn how to write a strong cold email, you’ll instantly differentiate yourself.

Case in point: Mostafa Mohiuddin Jalal Protik

 
Mostafa started as a Consultant at Deloitte this week.

Not because of an online application. Not because he was referred by someone he knew.

He cold messaged a second degree LinkedIn connection at Deloitte and got referred by that Director.

Big 4 Hiring Hierarchy (Simplified)

Getting into a Big 4 is hard. Doing it as an international student with no consulting background is brutal.

From what I’ve seen, Big 4 hiring follows a specific pecking order:

• Bucket 1: Other Big 4 hires with exact same experience. Easy hire.

• Bucket 2: Experience with small & mid consulting firms.

• Bucket 3: Experience with similar clients. You are easier to “sell” on projects.

• Bucket 4: Skills and experience that aren’t 1:1 aligned, but would translate.

Your job search strategy depends on which bucket you’re in.

• Bucket 1: Apply online + passive networking.

• Bucket 2: Apply online + aggressive networking.

• Bucket 3: Apply online + aggressive networking.

• Bucket 4: Get closer to Bucket 3 + apply online + aggressive networking.

Mostafa was in Bucket 3.

After completing his Master’s in Data Science at UTS, he worked as a Data Analytics Research Assistant at the Sydney Children’s Hospitals Network.

Over the past year, he hadn’t landed a single interview with the Big 4, even though his online applications were high quality.

This meant it was time to get aggressive with networking.

But before we start reaching out, there are 3 things we need to be super clear on.

1. The Foundation of Effective Networking: Your Personal Brand

Personal branding is fake. It’s pretentious, and it’s attention seeking.

I asked people in our community what’s the first word that comes to mind when they hear “personal branding”.

We got a mixed response.

Call it whatever you want, but until you know the value you bring to an organisation, networking will always feel forced.

Every outreach needs a clear answer to 2 questions:

1. What value can you create for the person you’re reaching out to?

2. Why are you the best person to create that value?

Here’s a very simple exercise you can do to get clarity on your personal brand. Just fill in this template:

• For [insert your target person or group] → Who are you trying to reach? (e.g. hiring managers in consulting, founders in climate tech, recruiters in finance)

• I will make a difference by [insert value] → What exactly can you help them achieve? Be specific.

• Among all [insert your competition] → Who else is trying to offer something similar?

• I am different because [insert your edge] → What makes you stand out? Think skills, experiences, personality, network, or cultural insight.

For Mostafa, this exercise got this result:

This is your starting point. Everything else builds on top of this.

2. Targeting the Right People

When most people start networking, two patterns usually show up.

• Network with people they already know

They start with friends, classmates, and people they’ve worked with before.

But that’s not where most opportunities come from.

Research on weak ties; first introduced by sociologist Mark Granovetter and later reinforced by LinkedIn’s data, clearly shows that it’s your extended network that drives the majority of job opportunities.

These are loose connections, second-degree contacts, and people you don’t talk to regularly.

• Reach out to recruiters, talent acquisition, and people who’re at the same level or 1-2 levels ahead

Mostafa had reached out to more than 20 consultants, senior consultants, and managers. No replies.

Then he messaged one of the Directors. That’s where the response came from.

In my opinion, there are two reasons for this.

First, graduates, analysts, and associates often aren’t fully sure about their own position in the company. They don’t always feel comfortable referring someone else, especially if they’re still figuring things out themselves.

Second, senior professionals and executives are fully more on top of their inbox. They know where the gaps are, and they have the influence to move things forward.

From what I’ve seen in our community, reaching out to Directors, Partners, and even C-suite leaders who are functionally relevant tends to work far better.

Not only is the response rate higher, but even when these conversations don’t turn into opportunities right away, they lead to insights, advice, and warm referrals to others who are hiring.

3. What makes a great cold message

The truth about writing cold messages is there’s no magic formula. There isn’t a plug-and-play template you can recycle 100 times and expect results.

Cold messaging is a skill. And like any skill, it gets better with time, practice, and feedback.

Let me share with you a personal example. Here’s a LinkedIn DM I sent last week to James Martin, Managing Director at Insider. 3 days later, we got a virtual coffee.

Let me break down my 3 writing principles behind it:

Principle 1: Sound human, not like a bot

Most LinkedIn DMs and cold emails sound like they’ve been written by ChatGPT. They’re long, fluffy, and generic. They say a lot without really saying anything.

If your message sounds like that, people will tune out immediately.

Similarly, if the person on the other end even suspects the message was written by AI, that’s game over.

That’s why keep it short, intentional, and use your own voice.

Principle 2. Make it unmistakably personal

In a world where everyone gets 100 cold emails and messages every day, you need to catch the reader’s attention in a matter of seconds. The only way you do that is by customising that message deeply.

You don’t just want to prove that you “personalised” it. You want the recipient to think:

“I’m the only one who can help with this.”

And there’s real psychology behind this. Research shows that people are more likely to respond when they feel uniquely positioned to help.

Principle 3: Be clear about what you want

This is where most people drop the ball.

They write a nice intro, maybe even customise it well… and then end with something vague like “Would love to connect.”

That forces the other person to figure out what you actually want from them, and trust me when I tell you: No one’s got time for that.

Be direct. Say exactly what you’re asking for; whether it’s a 15-minute call, advice on a transition, or a referral.

When the ask is simple and clear, it’s easier for them to say yes.

Final Words

A cold message is an investment.

At worst, you don’t get a reply. At best, it starts a conversation that completely shifts your career.

So start sending those messages and emails. Your next big opportunity could be just one DM away.

Here’s the message Mostafa used. I’ve changed a few details to keep the confidential parts private, but it’ll give you a clear sense of the structure and tone he used.