5 Traits of Successful Marketers That Recruiters and HR Pros Should Master

Presenter Info

• Holland Dombeck• Marketing Manager at Kinetix • Editor at Fistful of Talent • Resident Gen Y aka The Kid

• Kris Dunn• CHRO at Kinetix (RPO, Recruiting)• Founder of Fistful of Talent , The HR Capitalist • Hoops Junkie

#icims

2#icims

What You Need:The Top 5 Traits of

Successful Marketers that Recruiters Should Master To Raise Their

Game

Headlines Rule

• Marketers know that anything in print has to have an effective headline

• Too much competition to make it average

• Average headline gets average results

• Measured in the marketing world through open rates, click-through rates, registrations, etc.

Copy Matters• You only spend 5 seconds scanning a

resume, right?• Why would people looking at your jobs

be any different?• Marketers know that once they gain

permission with an effective headline, they still have to prove in with effective copy

• Tools – whitespace, bold fonts for call-outs, numbered lists and more

• Not too long, but not too short• Abandoned Rate increases if the copy

quality isn’t there• Focus on the offer and click-through

Drip Campaigns Are More Than Automation

• Drip campaigns in recruiting are any written communication that touches prospect after they take action (apply, register)

• Marketers would treat automated messaging in ATS as a marketing opportunity.

• Stale “thank-you for applying” emails – NO

• Offers, Learn More, Brand Building - YES

Maybe Our Landing Pages Shouldn’t Suck

• The written comms channel in marketing goes like this:– Offer– Click-though– Landing Page– Conversion

• The Landing Page is what people see once they click through on your offer

• If your goal is conversion, what can you share on that landing page that will maximize conversion?

Whales Get Special Treatment

• Definition of a Whale: Preferred Customer, someone to spend much, much more than the average customer.

• Who is your Whale in recruiting? Possibilities include:– Profiles close to 100% match of what

you need– Candidates from competitors– Referrals– VIPs– What else?

• Marketers understand that Whales don’t get treated like everyone else, they get treated with personal care that transcends what an online environment can provide

Kris:kdunn@kinetixhr.comwww.fistfuloftalent.comTwitter: @kris_dunnLinkedIn: www.linkedin.com/in/krisdunn

Holland:hdombeck@kinetixhr.comwww.fistfuloftalent.comTwitter: @Holland_DombeckLinkedIn: www.linkedin.com/in/hollanddombeck