The rise of digital tools and how they’ve impacted the job search process have given way to a massive shift in how companies interact with candidates. These days, candidates aren’t just submitting their resumes to any opening or organization. They now have the resources available to carefully research and assess their next career moves.
Candidates today are just like customers.
Instead of making purchasing decisions, they’re making the decision to come onboard as a new employee. But just like customers, they want to know anything and everything about your company (or in the case of customers, your product) before taking that crucial step.
Is your organization — and your employer brand — providing candidates with the content that helps inform their decisions, not only when accepting an offer but also when they become aware of your company, consider an opportunity and go through the interview process? The Recruitment Marketing content you give them during each stage can be the deciding factor as to whether or not they want to continue on the journey with you.
So what does the candidate journey look like? Well, it depends on your recruiting and hiring processes, but a good foundation looks something like:
Awareness → Consideration → Interest → Application → Interview → Decision
It’s vital to have a roadmap when it comes to planning content for each stage of the candidate journey. Download our Candidate Journey Map & Content Planner to help you figure out what type of content you need to attract, engage and convert candidates into new hires.
It also helps to see how current top employers are leading the charge in content for the candidate journey. Here are some content examples that can give you a bit of inspiration and guidance on the best types and formats to include in your own content plan.
Candidates might not even be aware of your company as a potential employer at this stage. The content you create here should aim for attraction and provide a glimpse into what it’s like to work at your company. Social media is the perfect medium for the awareness stage, especially since you can target potential candidates with ads on various platforms.
This example from Hubspot highlights the Best Workplace in Technology Award the company won. Small snippets of awards or accolades can spur interest from talent who might not have been aware of or haven’t looked into your organization as an employer.
Effective content at this stage also doesn’t necessarily need to be branded to capture attention! Check out this example from Nestle Purina that provides advice on how to update a resume. Once candidates are on the site, the company can then provide other avenues for them to learn more about available opportunities at the company.
You’ve now opened the eyes of potential candidates to see you as a possible employer. At this stage, your goal is to educate them on your company and answer that all-important candidate question of “What’s in it for me?” Your website is a key source for finding this information, but you can also use your social channels to expand your reach.
PayScale dedicates a large part of its careers home page to outlining the benefits and perks that employees get. Clear messaging is included around the company focus on fostering a healthy work environment and supporting its workforce.
Thanks to the great content you’ve provided so far, candidates are now interested in applying for an open position. But before they fully jump in, they now want to know “How will I fit within the company and the team I work on?” This is your time to let that culture shine!
Content centered around your EVP is crucial here, but you also need content that features your team value proposition (TVP). Give your employees the spotlight to bring their stories — and your culture — to life. This can be in the form of employee interview blogs or videos, and can be included on both your careers site and your social channels.
Spotify does a great job of showcasing their culture to interested candidates. The company took an innovative approach with this content — they created a podcast featuring Spotify employees discussing what it’s like to work there and bolstered their efforts with social promotion.
Once they’ve made the decision to apply, candidates are still looking for content! Not providing the right content at this stage can result in application abandonment and impact the overall candidate experience. The key is to provide information around your application process as well as what happens next. How can candidates apply for a position? What are some tips to keep in mind? How about next steps after an application has been submitted? It’s a good idea to cover all of your bases.
Google has a dedicated page to its “Apply” process. It includes guidance on how to optimize a resume to bring achievements to the forefront as well as information on how the hiring team reviews and assesses resumes for fit.
Whether a candidate is waiting to hear back from you after submitting an application or they’ve already scheduled an interview, aim to give them content that helps them! After all, the interview can be one of the most daunting aspects of the job search process for candidates. Content centered around what they can do to prepare for an interview, what they can expect and other relevant questions will show them you care about the experience they have as an applicant.
Salesforce created a resource center that includes interviewing tips and tricks to help candidates, and they even developed a FAQ section that answers candidate questions about the process.
Success! You’ve found a great candidate who could become a valuable employee! But your content job isn’t done. In fact, you may still need to do some persuading to get a candidate to accept your offer, as they might be considering offers from other employers. Sharing content about what makes your company different and the benefits you provide can help sway a candidate’s final decision. You can also create content that helps candidates navigate the offer process so that you both come to an agreement that makes everyone happy.
In its Job Seeker Resource Center, Wells Fargo developed a section filled with content — articles and videos — on how candidates can make sure they’re considering everything on the table when they’ve been given an offer.
Candidates want to be armed with the right information at every stage of their journey with you. To boost your chances of attracting and converting that top talent, create content that provides that needed information and shows candidates you are dedicated to helping them through the process. With this approach, you can turn visitors into candidates who turn into applicants and then valued employees.
Don’t forget to download our Candidate Journey Map & Content Planner to help guide you throughout your content development process!