Content plays a critical role in building a company's brand reputation. It influences search, fuels social, and drives everything from customer support and acquisition to branding, public relations and thought leadership. However, if you're only thinking about the impact that content has on your customers, you're forgetting another critical audience: your potential employees.
Content marketing efforts are typically aimed at specific buyers within particular niches, and more than likely, your employees won't fit that profile. But unless you're intentionally creating content that targets potential employees, they'll only see what's created to attract and retain customers.
So, take a look at your organization's content. What does it convey about your culture, brand, and aesthetic? Does it show that you are customer-centric and attentive? What does it say about your commitment to consistently creating valuable content?
Any conscientious prospective job candidate will scour the Internet and your company website to learn as much as possible about your organization. In most cases, your content will define who you are. Is it up to the job?
Recruiting Focused Content
Not every company will be able to devote an entire blog to its corporate culture or produce videos and infographics with the intent of snagging top talent. So, your customer-facing content may inadvertently find itself in that role.
With that said, there are certain types of content that are essential to recruitment.
This is the single piece of content that job seekers will read no matter what, and it needs to weed out those who aren't right for the job. Clearly and accurately portraying roles, responsibilities and required experience are critical. For example, think about the job title. Don't go with funky internal titles ("Master of Client Mojo") when you're really seeking a "Senior Business Development Manager."
Although people tend to skim job posts (which is why bullet-pointing key messages is so important), you can communicate a lot about your corporate culture and work environment through humor, voice, and anything of note you share about your company and what it has accomplished.
Most "About" sections rarely have recruitment in mind and tend to be relatively dry and infrequently updated, but there are a few things you can do to bring it back to life. First of all, articulate the organization's mission, don't just address the numbers and company performance.
Next, feature employee interviews or testimonials. Sure, great leadership is important, but most job candidates aren't gunning for a spot in the C-Suite. Representing the rank and file on your "About" page will speak most directly to potential employees.
Finally, spice things up with video. Allow candidates to watch and hear from corporate leadership and others throughout the organization. It'll communicate more about the culture and environment than any amount of text.
Take LinkedIn. It's the social network where content and recruitment go hand in hand, and you should be sharing relevant content regularly on your company page (and encouraging your employees to do the same). LinkedIn (and Twitter) are perfect places to share curated content that will be useful not just to your customers, but to the people you want to work for your organization.
News They Can Use
That last point bears repeating. The key to creating great content is understanding what your intended audience is trying to accomplish and providing them with resources that help them do just that.
The candidates we want to recruit are interested in these topics, and our clients are constantly looking for talent with these specific skills. Offering related courses allows us to do two things at once: provide a community with content that will help advance careers regardless of whether or not the individual ever works with us; and identify talented professionals Aquent hasn't worked with yet.
Your content represents you. In many cases, people will encounter your content before they even know that your company exists. Marketers understand this and have rightly focused on creating compelling content that piques interest, generates leads, and drives sales.
Hiring managers, recruiters and C-level executives should realize that compelling content must also be used to attract the people who are going to drive the company's growth: your future employees.