Kris Dunn and Holland Dombeck from Kinetix presented on marketing strategies recruiters can use to improve their performance. Kris is the CHRO of Kinetix and founder of two blogs, and Holland is a marketing manager. They discussed how recruiters can apply marketing tactics like using effective headlines, quality copy, targeted drip campaigns, optimizing landing pages, and treating top candidates like "whales" to a higher level of service. The presentation provided recruiters with specific ideas on how to raise their game by learning from digital marketers.

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