2. 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

4. #icims

5. What You Need:
The Top 5 Traits of Successful
Marketers that Recruiters
Should Master To Raise Their
Game

6. 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.

7. 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

8. 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

9. 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?

10. 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

12. Kris:
kdunn@kinetixhr.com
www.fistfuloftalent.com
Twitter: @kris_dunn
LinkedIn: www.linkedin.com/in/krisdunn
Holland:
hdombeck@kinetixhr.com
www.fistfuloftalent.com
Twitter: @Holland_Dombeck
LinkedIn: www.linkedin.com/in/hollanddombeck