If you want to attract top talent to work for you, you need a strategy that engages and entices job candidates in the pre-applicant phase of recruiting. Content marketing offers a powerful way to get these best-skilled professionals to look your way. 

If you managed to create a compelling employer brand, you can even get them to send in their applications. 

Keep reading to find out how in recruitment content marketing can play an important role. Here are tips you should follow to leverage content marketing and attract passive candidates: 

Leverage your website (including blog)

Content marketing is all about sharing knowledge and insights. By creating informative and thought-provoking blog posts, you can position your company as a thought leader in the industry. Once you’re there, potential job applicants will be willing to leave their current job to join you, a company with a good reputation.

You can also use your corporate blog to spread the word about your corporate values.

Rocket Software has tons of IT-related articles. But, the company also published a few blog posts related to diversity, equity, and inclusion (DEI):

You can also share glimpses into your company culture

Just remember that when creating blog posts, make sure you use the best keywords for SEO. This is important since you want your posts to be discoverable when people looking for jobs make searches on Google.

Your blog isn’t the only part of your website you can take advantage of to attract top talent.

Your blog isn’t the only part of your website you can take advantage of to attract top talent. You can have a dedicated page that showcases your employer brand, too. Highlight the unique aspects that set your organization apart, as social purpose IT company Hemmersbach does:

Job seekers seek opportunities for growth and advancement. Speak candidly about the career progression within your organization. Explain the support, training, and mentorship programs available to help employees develop their skills and achieve their professional goals. You also want to be transparent about the criteria for promotions and the potential career paths that exist within your company. 

As an example, here’s what young professionals can expect from becoming an employee at Hemmersbach:

Harness the potential of generative AI to streamline content creation and stay ahead of the competition. AI tools allow for automated content generation–it can suggest post ideas, or even create visual assets. It can save your company time and resources while building your online presence.

Expand your reach by contributing to outside media

You shouldn’t limit yourself to your website alone. Expand your reach by contributing content to external media outlets. Seek opportunities to write guest articles or provide expert opinions for industry publications. This also helps to build authority in your field, while increasing your visibility to potential employees. 

Research media outlets that cater to your target audiences, such as industry-specific magazines, online platforms, or newsletters. Then reach out to editors or content managers and pitch your ideas for a blog post that aligns with your expertise and can provide value to readers.

Focus on providing valuable and relevant content rather than overtly promoting your company, though. Be informative, share insights, and offer solutions to industry challenges. Remember to include a link back to your website or careers site to capture the attention of potential candidates. 

Consider exploring other forms of media, such as podcasts or webinars in your online recruitment marketing strategy. Offer to be a guest on podcasts or host webinars on topics of interest to your target audience. 

As an example, experts from Navattic, a company that creates product demos, often make an appearance at industry-related podcasts. Here’s an example:

These formats allow for more interactive and engaging conversations, helping you forge deeper connections with potential candidates.

Take advantage of employee testimonials

When it comes to attracting an ideal candidate, authenticity is key. Prospective employees want to know what it’s like to work at your company. 

Let your current employees be the ambassadors of your company. Encourage them to share experiences and success stories through testimonials or video interviews. Here’s an example from Wistia. The brand interviewed one of their employees and posted the video on Instagram:

There’s similar content on the company’s careers page:

Employee-generated content allows potential candidates to hear firsthand accounts of what it’s like to work at your organization, the opportunities for growth, and the support they can expect from the company. Authentic stories from employees can build trust and credibility, giving candidates a glimpse into the positive aspects of your company culture.

By providing an honest and genuine portrayal, hiring managers can attract candidates who align with the company’s vision and values. Ultimately, this approach leads to better cultural fit and retention.

To stay in the public eye, use social media

In recruitment content marketing doesn’t just refer to the posts you come up with for websites. It also refers to content you publish on your social media channels. Social media channels can ensure an effective content marketing strategy. It allows you to reach a vast audience and engage with potential candidates on a personal level. 

For professionals and job seekers, LinkedIn is a must. It’s a professional networking platform where you can share industry insights, and company updates, and engage with potential candidates. Depending on your industry and target demographic, you may also consider platforms like Twitter, Facebook, or Instagram.

Use social media to shape and promote your employer brand. Share social media posts and videos that highlight your company culture, employee accomplishments, and community involvement. Showcase your unique selling points and the benefits of working at your organization. By consistently portraying a positive and authentic image, you can attract talent that aligns with your company’s values.

Starbucks recruiters put out their first tweet back in October 2009. It simply said that Starbucks was a great place to work. It also said that if people had any questions, they could comment on it and the Starbucks Twitter team would answer them. 

Now, the company even has an Instagram account dedicated to showcasing its employee value proposition. It’s followed by nearly 80,000 Instagram users.

Social media is a great place to build relationships and foster engagement. Respond to comments and inquiries promptly. Engage in conversations. This shows that your company values its audience and is actively listening. It also provides an opportunity to address any concerns or questions prospective candidates may have.

Alongside promoting your company, share engaging content that is relevant to your industry and target audience. This can include the latest industry trends, career advice, thought leadership articles, or educational resources. By providing valuable content, you position your company as a go-to source for industry knowledge.

If you maintain an active presence on social media, you can stay on top of candidates’ minds and build a strong employer brand. This makes social media platforms important assets in your recruitment process. 


Now is the time to revolutionize your recruiting efforts and tap into the potential of content marketing in recruitment.

By using your website, including your blog, and contributing to outside media, you can create a compelling employer brand. Embrace the power of social media and use employee testimonials, too.

The main takeaway is this: In recruitment content marketing is an important component.

Leverage content marketing as a strategic approach to talent acquisition. Your company will become a magnet for top talent. 

Tomasz Niezgoda

Tomasz is the Head Of Marketing at Surfer, a platform that merges content strategy, creation, and optimization into one smooth process.  With almost a decade of experience in the industry, he is responsible for incorporating and executing marketing strategies. Currently, he manages a team of 5 wonderful experts.