When it comes to social recruiting, your jobs are not your best content. Of course you should polish all your job listings to be dynamic and reflect your employer brand and employer value proposition, but the job listing itself is just a commodity.
Yes, just like in traditional marketing, story telling and educating are the best ways to engage candidates. And with low unemployment and scarcity of available talent in specialized positions, you need to engage everyone you can.
Content Marketing Now Key to Social Recruiting
Research shows that 76% of candidates search for jobs through their own investigation and due diligence. Fifty-four percent spend more than 2 hours doing this research. That means candidates are out there trying to understand which companies they want to work for and what roles they want to consider.
In this environment, your job titles and listings look like everyone else's no matter how clever you are with your copy writing.
You've got lots of stories to tell about your company, its vision, the work that is done by individuals, the difference it makes to the marketplace, the community, its employees' lives, and the world.
You've also got lots to teach prospective candidates: What it's like to work at your company, what you look for in candidates, what your hiring process is like, what's different about the department they want to work for, and so on.
You need to tell these stories and educate these candidates in a way that is relevant to the jobs you want to fill. Then attach this content to clear calls to action for associated openings and drive this content through your career site, social networks, and to your talent pool of potential candidates.
Content Marketing for Recruiters
It's time to get serious about content creation. Whether this content creation comes from HR, marketing, or from employees themselves, you need a steady stream of content, mapped to your key job families, flowing through all your channels to candidates. Otherwise, you will fall behind in your ability to successfully hire key roles.
Here is a quick illustration of how recruitment content marketing works:
- You have an extremely tough time hiring technical talent
- Your engineering department happens to be having a lot of success pushing the envelope with a particularly hot new technology
- You develop an article that showcases the individuals in this department, their enthusiasm for the technology, and their affinity for your employer brand
- Importantly, the article has one or more calls to action that push readers to relevant jobs in your engineering department and encourage readers to sign up for your talent network
- You push this article to your career site (you should have a blog with new content appearing weekly)
- You push this content to your social channels
- You put this content into the monthly newsletter that you send to past technology applicants and other segmented candidates in your central talent pool
- You distribute this content internally to your entire company
The Benefits of Content Marketing for Social Recruiting
With this model, you are meeting candidates where they are. You are speaking to a select group of active and passive candidates based on what they love: Technology.
You are also stocking your career site with pages and keywords that will be indexed by search engines and will increase candidate flow for these technical jobs.
You will have showcased what a great place your company is to work for and given passive candidates an easy way to express interest in your company.
You will have activated passive candidates sitting in your talent pool who get the newsletter and engage with your article.
You will have incrementally affected your employer brand with positive news about the brand and the opportunities that are available.
You will have energized your internal employees with important work that is being done within the company that they may not know about and armed them with content to reach out to colleagues with to solicit referrals.
Isn't that a whole lot better than pushing your job listings to Twitter?
Content marketing has been the foundation of traditional marketing for more than a decade and it continues to grow in popularity as the general market becomes immune to marketing messages. Of course, that content marketing fits into an overall marketing strategy that leverages all marketing approaches by maximizing each interaction, whether it be through content, an ad, an email blast, etc.
It's time for recruiters to develop content marketing strategies and tactics, organize to support steady content marketing efforts, and build an engine that can drive their recruiting success for the next decade. And of course, they should do it within a framework where all recruitment marketing activities work together to compliment each other, and maximize the effectiveness of the entire effort.
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