Three Ways to Engage Candidates with Content Marketing
At People®, we do a lot of content marketing. For those of you who don’t know what this is, Content Marketing is a marketing approach which involves creating useful, original content that an audience actually wants to consume. Unlike traditional marketing, which involves paying for a platform from which to tout your wares, Content Marketing allows you to build your own platform that people will want to visit, and use this as a springboard to connect with prospects.
Most companies use some form of content marketing. The content part comes in the form of blog posts, videos, guides and white papers. The marketing side of it works in that the content is generally branded, bringing visibility to the products or services of the company behind the content.
Content Marketing is a good, non-intrusive way of promoting almost any brand, product or service. So how does this apply to the Human Resources industry?
Well, according to a recent post on eremedia.com, employers are starting to see the benefits of Content Marketing from a recruitment point of view, by using good, useful content as a way of establishing their employer brand.
Engage Candidates with Useful Content
The article on eremedia.com goes into great detail about how you might want to apply a content marketing strategy to your recruitment process, and we highly recommend you read it. For the time being, we just want to look at the three suggestions eremedia.com provides on the kinds of content you could be producing, and offer some examples to help inspire you on what to create to attract more high-quality candidates to your business:
Infographics are one of the most widely-shared forms of content. This is because they often provide a lot of useful information, in a very easy-to-understand way. We have produced several infographics aimed at helping HR professionals build their knowledge of Human Resources best practice, such as our “What is the Bradford Factor” infographic, which explains the formula behind the most popular way of identifying problem absences. Why not build an infographic that tells a story about your company as an employer? For example, you could share some information about your workforce demographics. If you are a People® customer, you can even generate infographics like this with a single click!
Quizzes are great because they are interactive. People enjoy filling out quizzes, especially if they offer a nice little summary or conclusion at the end. Why not develop a quiz which assesses how well a candidate might fit in with your organisation? Remember to ask questions that point out some of the benefits of working for you – for example, you could ask visitors to rate how much they’d enjoy free lunch every Friday!
Just like infographics, videos are a great way to deliver good content in an easy-to-digest format. It’s one thing reading about a potential new employer, but wouldn’t you get a better feel for a company by checking out a video tour of their offices? Or even better, a video which documents “a day in the life of an Acme Employee”! Shopify did a great job of advertising their employer brand with this video in 2012 – take a look if you need a bit more inspiration.
Are You Using Content Marketing as Part of Your Recruitment Strategy?
We’d love to hear a few examples of people out there who are using Content Marketing as part of their recruitment or overall HR strategy. Does this sound like you? Leave us a comment, or drop us an email!
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