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 emplo