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Your employer brand is a critical element when it comes to establishing a competitive advantage in the labour market. Employer branding is the sum-total of what current and potential employees think of you as an employer and the goal is to create differentiation and preference in the minds of both of these types of employees. Therefore, investing in a strong employer brand will give you a major advantage in attracting top talent.
One of the strategies that recruiters have begun to unlock the value of is content marketing which can be a crazily effective way to raise awareness of and amplify your brand. Content Marketing involves publishing educational and valuable content for users which can help you develop long-lasting relationships with candidates. Here at Social Talent, we believe that content should be the lifeblood of your employer branding initiatives, so here are 5 quick steps to boost your employer brand with content.
1. Define Your Audience
The first thing you need to do is define the audience you want to target, also known as your ‘candidate personas’. What are the types of candidates you are trying to attract? Are you recruiting for entry-level or executive-level positions? Marketing positions or engineering positions? You also need to have a full understanding of the way in which your candidate personas arrive at decisions, as this information is fundamental in designing a content marketing strategy that will meet your organisation’s recruitment goals. Understanding your candidate personas’ goals will enable you tailor your content better.
Answers to the following questions can help you define your candidate personas:
- What are their biggest personal and professional challenges?
- What social networks do they use?
- What types of topics do they generally read about?
- What publications or blogs do they read?
(Recommended Reading: Mapping Out Your Candidate Personas)
2. Start Developing Content
At this stage, you should have a pretty good idea of the types of content that will help you form a strong connection with candidates. Your main goal when developing this content is to ‘pull’ potential candidates in and create an online environment that fosters two-way communication, showcases your current talent and solidifies your position as a thought leader in the industry. There are many content types that can help you engage with potential candidates:
- Company news: New product releases, company benchmarks
- Awards: Reinforcing the strength of your team by creating content around recent awards
- Thought leadership: Write on relevant and hot topics in the industry
- Employee spotlight videos: Show potential candidates some of the fantastic people they could be working alongside
- Employee blog posts: Encourage employees to write about their role and their key learnings
Today’s world is visually-obsessed so developing content like photos, infographics and videos allows audiences to consume content more efficiently and satisfy their information needs.
3. Selecting Your Networks
There are literally hundreds of networks on the market today so it’s important to do your due diligence on them and determine if this is where your candidate personas typically interact. To save you some time, we would recommend you (in addition to determining this in your candidate persona development) asking your existing employees what social networks and communities they are typically on. This will give you a good indicator of where your candidates are.
Once you have completed your social network research, you will quickly learn that each was created to deliver a different type of social experience for audiences so it’s important to get your messaging right. When you select an appropriate network to deliver your recruitment content, you should refer to our table below which gives some tips on how to optimise your social presence on the mainstream networks.
(Recommended Reading: 5 Ways to Engage Talent on Twitter)
(Recommended Reading: 5 Ways to Engage Talent on Instagram)
4. Developing Your Content Strategy and Tactics
After selecting the social channels you wish to promote your content on, it’s time to get strategic. You need a clear and focused content strategy to produce optimal results. You should also consider using email campaigns to promote new content to your database. Below is an example of how to align your content strategy and tactics with your overall business goal. Having well-founded content strategies and tactics will help you win the battle for candidates.
This example above is quite basic so consider the following questions when defining your strategy and tactics:
- What is the workflow from content creation to publication?
- What will the ratio be for original content:curated content?
- What content formats do we think will work best on each social channel (i.e. text, photos, images, links, video etc.)?
- How often should we post on each channel?
5. Measuring Content Effectiveness
You need to measure what impact your content marketing activities are having in achieving your strategy and goals. Without defining what your return is, you have nothing to measure success or failure against so this should be made clear and absolutely aligned with business objectives from the beginning. You are essentially asking yourself ‘how will I measure results’? Typically, you want to measure follower growth, click-through rates and engagement. A good starting point is to find answers to the following questions:
- Which social channels are performing best in terms of reach and engagement for career-related opportunities?
- Which social specific formats of content work best across our channels e.g. links, texts, videos, photos?
- What categories of content are performing best/worst across our various channels e.g. blogs, spotlight videos etc.?
- What is our follower growth across each of our social channels? Is our content resonating?
- How much traffic is our career-related content and landing pages getting and what channels are our best performing?
By asking yourself these questions, you will be better able to articulate the ROI of your activities.
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