For the Talent Acquisition Win: Content Marketing takes Recruiting to the Top

April 25, 2017 | Jobvite | HCI
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If you’ve ever gasped in horror at the thought of coming up with rent money, then you can surely relate to the founders of Airbnb.

When the San Francisco-based company started from the ground up in 2008, the three buddies behind the concept couldn’t afford their housing payments. But Joe Gebbia, Brian Chesky and Nathan Blecharczyk refused to settle with financial struggle and instead, they launched a business.

Nearly a decade later, the small company has become the new way 150 million people in 65,000 cities plan travel, find lodging and book accommodations. 

I’d say the entrepreneurial trio did something right, don’t you think? It takes quite the strategy to go from zero to $1.5 billion in revenue, as Chesky reported in December, 2015.

This success can be attributed in part to their use of content marketing - favorably influencing potential customers without a hard sell.

Content marketing is the art and science of pulling your audience toward your business, the art of attracting and assisting creating an interactive experience, without interrupting and distracting. -Andy Crestodino

No longer just for marketing teams, content marketing can be a key tool for talent acquisition teams in their overall recruiting strategy. You’ve heard that it’s a candidate’s market, and research from HCI supports the shift in power from the employer to the job seeker. To ride the new wave, employers need to give more time and effort to advanced recruitment activities that really create awareness of an organization’s employer brand.

The companies celebrating wins in the competition for talent earn their victories by reevaluating their employer value proposition (EVP), and distributing marketing messages through new channels that allow job seekers and current employees to interact with content types via social media.  

A content-supported EVP will spread the word about what it’s like to work for your company, and make the most out of your messaging by creating an impression that resonates with the candidates you want to hire.

Five tactics for triumphant content marketing:

1. Optimization

Update and optimize the channels you are already using. Your company career pages and existing social media pages should be updated every 3-6 months.

2. Displayed Employee Value Proposition (EVP)

How are you articulating your EVP? This could be highlighting employee benefits and perks (ask yourself ‘what’s in it for them?’). This can also come in the form of graphics and posts such as:

  • Behind the scenes, day in the life content for your prospective candidates
  • Quote of the day
  • Testimonials from current employees
  • Invitations to upcoming events

3. Visual campaigns

Users prefer visual content in their day-to-day lives, and it’s no different when they are interacting with your organization. Take into consideration the ease of consumption and utilize the following content to enhance the user experience:

  • Infographics
  • Quizzes/ Surveys
  • Photos/Contests

4. Live video

Live video allows you to connect with your audience on an authentic level. Consumption of live video is increasing exponentially on social media – and it’ss expected to rise. A great example of live video for recruitment would be sharing a story from a current employee.

5. Consistent content updates

A key to audience engagement is consistent content updates. Users want fresh, new content to interact with. Find a cadence that is manageable for your team, create a schedule, and stick to it.

Remember that your content should be informative and entertaining, and only about 10 percent of your posts should be actual job req’s. Successful content marketing shouldn’t feel like a promotional campaign, rather an engaging way for candidates to learn more.

As a recruitment marketer, you will have to measure what works and what doesn’t work throughout your journey. Success doesn’t happen overnight, but when done properly you will see increased engagement and retention.  For more strategies on how to blend content marketing into your recruiting strategy watch this on-demand webcast, Recruitment and Retention: Building your Digital Presence, and learn how to leverage online communication to strengthen your brand and to grow a strong pipeline of candidates.