For the first time in almost 20 years, the job market favors the job seekers, not the employers. With unemployment at the lowest it’s been since 2000, there’s no lack of open positions waiting to be filled by high-quality candidates. The answer is that many of the companies that are short on employee talent lack brand visibility.
They’re not highlighting their impressive culture or amazing employee benefits to potential candidates. Brand awareness and communication have always been major tenets of running a company, but it when it comes to recruitment efforts, these useful tactics get bypassed for more traditional recruitment efforts.
There are several parallels between content marketing and recruiting job candidates. In both fields, you need to identify the right kind of audience, create informative content and engage with potential job-seekers to build trust and relationships with them. And with millennials being the largest age group in the work force, a more authentic approach to recruitment is even more important than ever.
Here’s how to use content marketing to boost your brand’s recruitment efforts: Chances are high that many of your target candidates work for your competitors.
So it’s useful to start by gathering information about what your competitors’ employees like and dislike about their current jobs and employers. Sites like Glassdoor are some of the best places to do this kind of research since current employees (and ex-employees) can anonymously rate, praise and vent about workplaces. These reviews are complete with detailed pros and cons, which makes it a great place to find out what employees value or resent in a company.
With that information in mind, you can figure out what aspects of your company culture or benefits to highlight in your recruiter marketing efforts in order to match future employee expectations. Similarly, survey your own current employees to see what they like or dislike about the company and work on adjusting accordingly. Because while recruitment efforts are important, employee retention is, too.
You want to build brand visibility and trust with your audience, and the best way to do that is to share your brand’s unique story and mission in a way that is both informative and engaging. Frequently updated blog posts and content that displays your company’s thought leadership and unique industry approach is also a key part of recruitment marketing. This is important since employees want to work for a company that’s leading their industry. It also signals that your company is secure and offers opportunities for growth and promotion.
On your About Us or Company Culture page, add images — or, even better, video — to convey to prospective employees what your company and its culture is all about. If you have an impressive office, a video tour could literally welcome prospective employees, from the front desk to various departments and lounge areas. Highlight any nontraditional workplace perks as well (e.g., office pet, gourmet cafeterias, company gym, workout studios, etc.)
Social media is where brands go to show their humanity. Forget sharing dry job postings — use your social channels to start conversations and drive real engagement from prospective employees. Submit polls or ask questions about workplace perks and benefits that matter to them. Share content that gets them talking.
It’s almost a cliche at this point, but it still bears mentioning: Employees value transparency and authenticity from their employers. And that’s even more true for millennial job seekers.
Content marketing is about cultivating a message and sharing it with the right audience at the right time, and employee recruitment efforts should be no different. With a low unemployment rate, it’s crucial that not only should companies highlight their amazing benefits, but they must also outshine their competitors for visibility and prominence.
Staying top of mind isn’t just important for customers, it’s also vital for prospective employees. With these tips, you can end the search and start cultivating a pool of talented professionals that seek you out.
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