How to Use Content Marketing in Your Recruitment Strategy
Convincing highly qualified candidates to apply to open positions at your company can be a challenge if these candidates don’t know the first thing about your company.
That’s why you need to market your company as a great place to work with recruitment content marketing. Content marketing is one of the most successful marketing tactics, and you can use the same strategy to win over potential candidates. It’s all about highlighting what’s great about your company, telling unique stories, and telling potential candidates what they want to hear.
If this sounds a lot like marketing, that’s because it is. In fact, 86% of HR professionals say recruitment is becoming more like marketing.
As the U.S. enjoys record lows of unemployment, recruiters need to get creative if they want to win over the best candidates on the market. Learn how to use original content to tell the story of your brand and make the right impression on potential applicants.
Highlight What’s Great About Working at the Company
Recruitment content marketing is about highlighting the benefits of working at your company. But you can’t create powerful original content if you don’t know what it’s like to work for your company.
Research your company on Glassdoor to learn more about what your current and former employees are saying about the company. If you see negative reviews, respond to these comments to show you care about your past and current employees. 62% of Glassdoor users say their perception of a company improves after seeing an employer respond to a review.
Collect feedback from your employees on what they like about working for the company and how it can be improved. Use their suggestions to improve working conditions and make your company a more attractive place to be.
But you’re not the only company in your industry that’s looking to hire great candidates.
Research your competitors on Glassdoor to see what their employees are saying. Look at their content marketing strategy and figure out how to differentiate yourself.
Tell the Story of Your Brand with a Mission Statement
Telling the story of a brand is a fundamental part of any recruitment content marketing strategy. Use original content to talk about why you got into business in the first place, what the company is all about, and how you’re different from your competitors.
You can use the “About Us” page on your website, create an original video with interviews with the CEO and some of your employees, or have the CEO pen a heartfelt op-ed in a major publication.
But telling the story of your company should also include a mission statement.
Potential candidates aren’t as interested in the history of your company as they are in where you’re going. Focus on the future and talk about what’s important to your team and how your company plans on making a difference in your industry.
As you create original content, don’t forget to focus on the candidate. You can boast about how amazing your company is all day long, but this misses the point of recruitment content marketing.
The purpose of these materials is to educate candidates on what it’s like to work at your company. Make sure all your materials speak directly to the candidate experience and frame the conversation from their perspective.
Use these tips to send the right message to potential candidates:
- Make it human: focus on the individual’s needs.
- Respect their time: keep it concise and on point.
- Cement their expectations: stay realistic and focus on facts instead of making promises you can’t keep.
Use Channels That Reach Target Candidates
When it comes to launching your recruitment marketing content strategy, find the channels that highly qualified candidates tend to use the most in your industry. From social media to networking events and industry seminars, put your content in front of the right audience.
Research the types of users most likely to use these channels. For instance, Snapchat tends to attract younger, female users. If that describes your target candidate, invest in creating original content specifically for Snapchat.
Need help with your social recruiting content? Attend recruitment marketing conferences to learn more about what kinds of content tend to attract potential candidates online.
Posting your content isn’t enough. Use these channels to keep the conversation going. Respond to user comments, reach out to influencers in your industry, and keep your content fresh in the minds of potential candidates.
In today’s competitive economy, you need to go the extra mile if you want to win over potential candidates. Creating and original content will help you drive more clicks to your job ads, so you can pick from a wider pool of applicants. Don’t wait for candidates to come to you. Invest in quality original content today!