Today, businesses do not use content marketing just for its original purpose, but to recruit employees and attract talent to their company as well. It seems logical enough, if an effective content marketing strategy can capture the hearts and minds of customers, that it can also be used for recruiting employees and giving talented people the option to join the organization. Here are a few tips on how to make the best out of your recruitment marketing efforts.
Create a Strategy
In order to create content that will reach your potential employees, you must first create a well designed strategy. Recruiting talented and qualified workers using content marketing is a bit different than trying to attract business customers.
You must identify what kind of employees your company needs and what kind of work and people skills your new employees should have. The best way to gather this information is to work together with human resources and create a strategy you will implement for recruitment.
Create Compelling Content
Similar to creating content for customers that promotes your product or service and interests them enough to make a purchase, so should your recruitment marketing content promote your organization and the beneficial conditions of working for your company. Basically, you must tell a compelling story about how great is your company's culture and work conditions through interesting content.
It is important to remember that talented recruits who meet your criteria want to know why it is better to work at your organization instead of someone else's. That is why you must convince them through awesome content and show them what your organization is about and what it has to offer to productive employees.
Do Not Target the Wrong Audience
As same as launching a marketing campaign for a product to the wrong target audience, targeting the wrong recruitment audience will be a waste of time. Instead, try to build a recruitment persona while working with your HR.
After all, you cannot leverage your sales or marketing team to promote recruitment because you are not trying to sell anything. HR can help you target the right people for the job and also assist you in promoting recruitment content on social media the right way. It is also important to adjust the content to be more visible and more area related to the recruitment persona.
For instance, if your organization is looking to hire someone from New York, then you should find the best New York SEO services and use them to your advantage. Their experts can assist you in adjusting the content to local preferences and in making it more accessible to locals in NY as well.
Ask Current Employees for Help
Believe it or not, but your current employees can be of great assistance when it comes to creating recruitment content. Their firsthand experience and valuable insight can help you create content that will convince talented people to join your organization.
Your content can show how a day at your company looks like from an employee perspective, which can have a positive effect on recruits that are watching. Ask employees to help out by giving interviews or to explain to viewers what they do and how fun or beneficial is for them to work at your company. Having a transparent peek at your company and its employees will be a unique experience and a game changer for recruits who are considering joining your organization.
Using content marketing to recruit employees is a bit trickier than conventional use of content marketing to endorse a product or service. However, it is not that much different or difficult. All you need is a different approach and consistency, as well as creative and innovative way of thinking.