734: What It’s Like to Launch a Copywriting Company for Recruiters With Katrina Kibben, Three Ears Media [Main T4C Episode]

Katrina Kibben is the CEO and Founder of Three Ears Media, a company of copywriters to support recruiters.  Three Ears offers team training, online courses, and writing services to translate best-in-class tactics into effective job postings that attract the right people and tell a company’s story. Before founding Three Ears Media, Katrina grew up traveling the world as an Army brat and has worked as a Social Media Ninja, technical copywriter, a CMO of marketing and the managing editor of a recruiting news site called recruitingdaily.com. They graduated from the Pennsylvania State University, Erie Campus in 2007 with a BA in communications.  WHAT YOU’LL LEARN ABOUT IN THIS EPISODE: How recruiting and human resources are different (3:25) Why Katrina calls job postings the “currency of recruiting,” and why companies need talented writers (5:03) Katrina’s recipe: the essential ingredients for a good job posting (6:16) Why it’s important to ask different questions to tell the story of work (7:39) What common red flags you should look out for in job postings (8:59) How job seekers can conduct an informed job search when almost all job titles are made up (11:03) How losing their job two days before buying a house brought Katrina to their true calling (12:34) How Katrina’s life changed after a manager told them they had no talent as a writer (20:38)