How to Create a Successful Content Marketing Recruitment Strategy
When it comes to recruitment, few strategies are as successful as content marketing. This gives you a chance to educate potential candidates about what it’s like to work at your company, helping you attract qualified candidates with a genuine interest in your products and services.
Companies that use content marketing are 13% more likely to hire employees who rate themselves as highly engaged.
But before you start churning out content and sharing it with potential candidates, you need to make sure you’re sending the right message and publishing content on the right channels. Use these tips to make the most of your content marketing recruitment strategy:
Understanding Your Brand
You can’t create great content for an employer without first understanding what the company is all about. If your content inaccurately portrays the brand of your employer or what life is like at your company, you might attract candidates that aren’t the right fit.
That’s why you should spend time listening to people that already work at the company. Listen to how people describe the company and its goals in different departments. You should talk to more than just the hiring manager when researching the brand of your employer. Talk to employees on the ground to get a better sense of the corporate culture.
Take a look at the company’s reviews on websites like Glassdoor to see what others have said about the company online; this will help you learn more about your employer’s reputation and what kinds of preconceptions potential candidates may have about your business.
Identify Your Goals
Once you have a solid idea of who you’re creating content for, you need to identify specific goals for your campaign. You’re probably looking to hire qualified candidates, but there may be more to the story. Focusing on a few specific goals will help you be more precise with your content, so you can make the most of every word, photo, and video you post online.
Consider the candidate’s next steps when they see your content. What do you want them to do? Research your company, apply to an open position, or follow your brand on social media?
Here are some common goals for a content marketing recruitment campaign:
- Spread the Word that Your Company is hiring
This will help you boost the overall number of applicants, but you may attract the wrong type of candidate. Generally, this approach only works if your company already has a stellar reputation as an employer. Candidates should already be familiar with your brand, and many will apply as soon as they know you’re hiring.
- Improve Your Reputation as an Employer
You might use this approach if you’re trying to overcome negative Glassdoor reviews or a public relations disaster. Candidates may already be familiar with your company, but for all the wrong reasons.
- Increase Awareness of Your Company
This means you’re trying to get as many people to pay attention to your business as possible. You might have a unique way of doing business such as garnering press coverage for giving back to the community, your workers, or the environment. You should see an uptick in applications and position your company as a thought-leader in your industry.
- Zero in on Qualified Candidates.
Use this approach if you’re looking to hire candidates with unique qualifications or fill top-level positions. There may be a limited number of candidates that can do the job in question, so you need to carefully nurture every lead. You might send personalized messages to top candidates on LinkedIn or social media and answer individual questions personally about your company.
- Increase Engagement with Your Company
This may mean getting more followers on social media or driving clicks to your website and blog posts. You may not be ready to hire, but you want to build lasting relationships with talented professionals in your industry.
Reaching Your Target Audience
Once you know what you’re trying to achieve with your content, it’s time to find your target audience. Research different marketing channels and find out where your target audience tends to spend its time.
But not every marketing channel will be right for your business.
When it comes to growing the employer’s brand, 47% of recruiters use social media, 21% of recruiters use a company career website, and 12% of recruiters use traditional marketing and advertising.
If you’re trying to recruit entry- and mid-level employees that will grow with your company, you might use social media and professional networking channels like LinkedIn.
If you’re trying to recruit your next C-suite executive, you may publish an article in a top-rated industry magazine, send him or her a professional email, or showcase your brand at a networking event.
It all depends on whom you’re trying to reach with your content.
Now it’s time to start creating your content. Consider what kinds of candidates you’re trying to reach, what channels you’ll use to market your content, and the overall goals of your employer. Make sure every creative decision you make, from which font to use to the layout of your emails, is helping you reach your goals.
If you’re trying to reach millennials and candidates just getting started in their careers, use friendly, welcoming language to get them interested in your company. Videos, memes, and other shareable clips will help you make the right impression on these kinds of candidates.
Looking for hungry, talented professionals that never walk away from a challenge? Pique their interest with exciting language and mention past and ongoing projects at the company. Help candidates visualize these projects with in-depth animations, portfolio reels, and high-quality photos of your team at work in the studio.
If you want to hire a C-suite executive, use professional language that gets right to the point. You might use a Q&A with your CEO, detailed industry reports, and other B2B content to win over top-level candidates.
Analyze, Edit and Repeat
Once your content marketing recruitment strategy is up and running, analyze the fruits of your labor. Measure the engagement from each post to see what’s working and what needs to be improved. If you have open job listings, measure how many candidates and what kinds of candidates are applying after you publish your content online.
If you’re not getting the kinds of results and candidates you were hoping for, adjust your strategy and try again. You may be using the wrong marketing channels or using the wrong language in your ads.
Use these steps to boost your content marketing for recruitment. Be precise with your messaging and you will reach the right kinds of candidates. Consider attending a recruitment marketing conference to learn more about using content to recruit top candidates.