Content marketing deals not only with the attraction of customers for purchasing a certain product. It is one of the powerful tools used by staffing suppliers for getting the brightest minds to their companies. Do you know which techniques they use?
Recruiting top talent is the key to the sustainable growth of any company. The problem is that modern employees focus their attention not on wages but on the corporate culture. They look closely at the company’s values and look through written websites ratings to ensure that they coincide with their own ones.
Creating targeted content and sharing it across multiple channels is one of the best ways to get potential candidates interested in your brand. Here are some of the most effective examples:
Lectures and master classes. Host educational events of interest to your targeted candidate pool. This type of event is often visited by people who dream of joining your company in addition to those who are looking to develop professionally. Therefore, they will attend every lecture and master class the company arranges.
Share expertise. Likewise, share expertise in blog posts or newsletters. Maintain thematic blogs, publish “how-to” guides, and provide other types of articles help create an audience of potential high-quality candidates.
Stand out from the crowd. Establish your company as an employer of choice by producing special products, delivering unique services, providing the best work conditions and corporate culture, etc.
Video and audio content. In 2010, Tony Hsieh, the investor and current CEO of Zappos, published Delivering Happiness, in which he provided a deeper look at the company’s corporate culture and functioning. Modern people prefer audio and video content. Making a film about your company is one of the best ways to get potential employees acquainted with key values, work principles, etc.
Use of social networks. Use social media platforms such as Instagram, Facebook and Twitter to attract new employees. Share infographics, videos, information about the company, its vacancies, etc. In addition to content, hone your corporate identity to ensure that your brand is easy to recognize (e.g., a unique hashtag, a logo).
Targeted advertising. Advertising is one of the most traditional and effective methods of attracting new employees. Browser-based targeted advertising can reach people based on their internet activity.
Corporate pages. Many businesses have a separate corporate page that contains all of the information about vacancies and internships. Aside from that, they share employee success stories, including videos, photo reports from events, and frequently asked questions. In this way, they encourage website visitors to want to be as successful as people from that page.
Post about successes and celebrations. A company that cares not only about high productivity but of the overall wellbeing of its staff is more likely to win the hearts of new employees. Considering that every reader is a potential employee, it is important to greet your blog readers and provide some information about celebration, successes in your company to give them a glimpse of what it’s like to work there.
Experiment with different ways of telling people about your company. Given that all employees have different perception types, each of the used techniques will undoubtedly appeal to its intended audience.