5 Traits of Successful Marketers That Recruiters and HR Pros Should Master
Presenter Info• Kris Dunn• CHRO at Kinetix (RPO, Recruiting)• Founder of Fistful of Talent , The HR Capitalist• Hoops Junkie • Holland Dombeck • Marketing Manager at Kinetix • Editor at Fistful of Talent • Resident Gen Y aka The Kid #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