The recruiting software industry is similar to the Hollywood acting industry; a ton of unknown and hopeful wannabes struggling for the market’s attention. If you can’t stand up and stand out in the crowd, you have zero chance of making it. Comeet, an Israeli newcomer to the American market, needed to stand out. So they hired me.
Over a five-year period working with them, I helped the team exit their beta stage (>10 employees) and grow to a point where Comeet had become one of the fastest growing vendors in the Applicant Tracking System software category. We did it together with lots of imagination and grit. (And some great developers in Tel Aviv and Ukraine).
Whether you’re in-house or a contractor, startup marketing means you simply stack the responsibility hats on your head. You’re not “just” the marketing guy (or girl),” you’re the one who says variations of “Sure, I can do that” every day. Depending on the hour and day, I tackled projects for product development, product marketing, event marketing, sales enablement, marketing communications, recruitment marketing, corporate fundraising, partner relations and marketing, customer support and internal communications.
The extensive (yet incomplete) list of what I did illustrates the breadth of marketing deliverables that successful startups need their marketing team/external resources to deliver:
Advertising: Creative direction and copywriting for print and digital
Award submissions: Writing entries
Blogging: Editorial calendar management and writing posts
Case studies: Research, writing and production
Channel marketing: Creating Team Builder program for incubators and accelerators
Competitive research: Authored detailed market analysis
Copywriting: Huge variety of projects from penning Season’s Greetings/Hanukkah messages, to inventing slogans for promotional t-shirts
Customer communications: Feature releases, support content, WalkMe on-boarding tour script
Customer support: Writing articles and KnowledgeBase content
Customer surveys/Google Forms content
Customer on-boarding: Copywriting for cupcake gifts to new customers
Event: On-site promotions
GDPR readiness: Platform/app redesign, writing content updates and customer communications
Investor presentations: Writing investor presentations and background materials
Job descriptions: Writing descriptions and test assignments for HR director
Landing page optimization: Designing and building campaigns and pages in UnBounce
Lead nurturing: Writing email sequences for Hubspot distribution
Partner marketing content: Writing emails and site content)
Press releases: Writing press materials, contributed articles to media and blogs
Product management: Working with CPO on new features, messaging and verbiage, as well as scrum-driven requirements such as content updates, system emails, etc.
Reviews programs: Soliciting and “encouraging” customers to post reviews on Capterra, Software Advice, and GetApp
Sales enablement: Presentation decks, data sheets & collateral, and outbound emails
Social media: Authoring dozens of answers and posts for Quora threads on HR-related subjects
UI/UX: Working with CPO on app UX/UI and required content
Videos: Writing scripts for self-paced sales videos hosted on website, and customer support and on-boarding videos
Website: Writing page content and product tour chapters
White papers: Authored report on startup recruiting trends among Israeli startups