Writing Job Ads in the Middle of Covid-19

Katrina Kibben the CEO and founder of Three Ears Media

Welcome to another edition of WTF 2020. AN INFLUENCERS’ GUIDE TO NAVIGATING THE SHIT SHOW. My name is Peter Clayton. Thank you for tuning in. So, what’s your opinion of 2020 so far? Here’s mine: (Video Clip)

The worst part of my day used to be logging on to news sites and seeing a constant stream of nothing but Trump’s sneering face, and Barr’s perplexed face, and Moscow Mitch’s lying face. So, I found a solution. A miracle. Sort of. I stopped going to those sites. I no longer feel like I’m about to have a really bad case of diarrhea. Let’s face it. This year would have been a shit show without COVID-19 — it’s just made our collective misery 10x worse.

So we’re finally getting some girl power on WTF 2020. I’m delighted to have on the show today Katrina Kibben the CEO and founder of Three Ears Media. Katrina and her staff write job ads that don’t suck. How about that? Pre-pandemic Katrina was a frequent speaker at most of the events most of you watching or listening to this used to attend. Are you missing live events? Are you living on Zoom? Can’t wait to get back to the office? Let me know in the comments.

Katrina, welcome to my WTF 2020 virtual bus tour across the country to see how my friends and influencers are dealing with the shit show – of not just the past 6-8 months, but the past four years.


  • How are you and how is life in Colorado?
  • How did you come up with the name Three Ears Media for your company?
  • How have you had to pivot your company, Three Ears Media in the past 8 months?
  • Are people still hiring you to craft job ads?
  • It seems to me most job ads you see on sites like Indeed fall into two categories: 1. were written by the legal department. 2. Someone found an ad in their ATS from 5 years ago that matches the current job req. Would you agree?
  • Also, given the economy and number of professionals who’ve been down-sized, furloughed, laid-off or bought-off over the past several months, I’m wondering if we’re returning to the job recs of the 2008-2009 recession, when hiring managers decided that they could require a wish list of insane qualifications and experience for even entry level jobs.
  • Are you a ninja warrior? Let’s talk about gender bias in job ads, shall we, Katrina? What are some of your favorites?
  • I want to talk with you about how AI and machine learning is changing talent acquisition. I know you’ve spoken on this topic at a number of conferences. How is AI impacting what you do?
  • So, our friend William Tincup recently interviewed on his Use Case Podcast a guy named Daniel Fellows.  Dan works for Optimal, a UK based company that optimizes job ads using algorithms. AI and machine learning powers their business – specifically driving quality candidate traffic to job ads. Are you working with companies like Optimal?  https://recruitingdaily.com/the-use-case-podcast-storytelling-about-optimal-with-daniel-fellows/
  • No more travel, no more live speaker gigs. Have you transitioned to speaking at virtual events? What kind of adjustment has that been?
  • Have you upgraded video conferencing gear?
  • I keep hearing that really good recruiters are getting laid off and are now working contract jobs. What are you hearing from recruiters?
  • Considering the fact that you write job ads, I would imagine you have a really good pulse of what’s hot and what’s not. What jobs are currently in-demand?
  • What industries or verticals are hiring?
  • What’s your prediction? How long before we’re all back in Vegas or San Diego for a live event?
  • What do you mean by: “The one thing we can control? How we ask. We have mastered the ask.”
  • What has inspired you (if anything) over the past 7-8 months?
  • What advice do you have for folks looking for a job?
  • What would you like to share that we’ve not discussed?


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