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:[email protected]: @kris_dunnLinkedIn: www.linkedin.com/in/krisdunn
Holland:[email protected]: @Holland_DombeckLinkedIn: www.linkedin.com/in/hollanddombeck