Attracting and recruiting talent requires well-crafted Recruitment Marketing content that provides candidates with an authentic window into your company culture and answers important questions that keep them moving along their candidate journey.
There are two key challenges I have been hearing lately from practitioners who are trying to create, manage and scale up their Recruitment Marketing content:
- What are the core types of Recruitment Marketing content that candidates want to see from employers, especially now during the pandemic and movement for racial justice and social equality?
- Once we’ve invested the time to create purposeful content, how do we more easily manage the distribution of this content across all our recruiting channels and enable our entire company to access and amplify this content?
Great questions! And they’re exactly what I’d like to address in this blog post.
The first part is: What are the core types of Recruitment Marketing content that candidates want to see now? There are 7 types that I recommend. They are divided between core Recruitment Marketing content and situational Recruitment Marketing content. Let’s dive in.
Core Recruitment Marketing Content
What is core Recruitment Marketing content?
Core Recruitment Marketing contet is content that you should always be creating on an ongoing basis. It answers timeless questions about working for your company that candidates always need to have answered before making a career change. Typically this content can be created to address the needs of all your candidate personas.
Here are the core Recruitment Marketing content types that I recommend being in your content library along with some examples:
1. Employee experience and company culture
Right before and after someone applies for a job with your company, what do they want to learn about most? Your company culture and the real employee experience, so they can determine if your job and your company are the right fit for them.
While listing benefits and perks has a place on your careers site, it’s more useful to candidates to feature employees describing their experiences of working at your company. By showcasing employees across different positions, locations, teams and levels of seniority and across a diverse representation of your organization, you can begin to paint a picture of the overall employee experience that is relevant to every role and job family (ie. engineers vs. sales professionals, execs vs. new grads).
To paint a complete and authentic picture of your employee experience and culture, it’s important to also include challenges that exist inside your company from the perspective of current employees. This helps candidates fully understand what’s required to thrive and what they’ll get in return so they can better determine if your organization is the right fit for them.
Rally note: This approach, called the Give & Get Employer Branding Framework, is explained by Charlotte Marshall and Bryan Adams in their new book, Give & Get Employer Branding: Repel the Many and Compel the Few. If you’d like to learn more about how you can use the Give & Get approach, then great news! We’ve partnered with Charlotte and Bryan to offer two employer branding workshops this fall. Learn more about the Give & Get Employer Branding Workshops here.
2. Company values
A strong company culture often emerges from an environment where team members have shared values. This is why communicating your company’s values can help candidates understand if they’d be a good fit for your company.
The more you can convey your values through Recruitment Marketing content that shows the real actions of employees, compared to just listing out your company’s pre-approved values messaging, the better. For example, you could showcase examples where your company’s values are evident in the way an employee did their job, worked with their team or served a customer.
There have been lots of great examples of Recruitment Marketing content that show company values in action during COVID-19. Rally community member Ashley Perez recently shared her approach at Cigna for rethinking your Recruitment Marketing content strategy for 2020. Here’s a recent example of how Cigna is doing good right now, and how their social media team is sharing that information with their followers.
Beyond this, you can also include Corporate Social Responsibility (CSR) programs or initiatives that are important to your organization. This speaks to your company’s values as they relate not just to your employees, but also to greater social causes as well — information that, in itself, could influence a candidate to want to work for you. Here’s one such initiative from Asana.
3. Company impact
No one wants to feel like they’re just another cog in a machine; people want to feel like their work means something and is making an impact in some way. Sharing the impact of working at your organization can help candidates understand if their sense of individual purpose is aligned with your company’s purpose — a key sign of a healthy, long-lasting employee-employer relationship.
To show candidates what that impact is within your company, you can spotlight how your company’s product or service is contributing to the greater good, how individual roles help to fulfill your company’s mission or how your company gives back in other ways (like through donating to different causes and through employee volunteerism).
The team at Nestlé consistently does a great job at spotlighting employees and tying it to the company’s mission and purpose. It’s just one of the reasons that Nestlé USA won Best Content Marketing Program in the 2020 Rally Awards!
4. Diversity, inclusion and belonging
Everyone wants to feel supported right now. With social distancing, it’s become more important than ever that we ensure our employees feel a strong connection and sense of belonging at our organization. And it’s important that we let candidates know exactly how we create inclusion and how we deliver on our commitments to diversity.
The best way to show this support is to feature true stories, videos and images of the diverse people who work at your company. This is where your employee resource groups (ERGs) can be a tremendous asset. Be sure to understand what they’re doing to foster a supportive environment for all current and future employees, and partner with them to showcase this work to candidates.
It’s also worth noting that, while company-produced content that aims at showing your company’s diversity initiatives are helpful, it can sometimes be even more effective to find ways to source employee generated content that allows diverse employees to share their own stories directly. If you want more tips on how to do so, take a look at the Rally blog 10 Tips for Sourcing More Employee Generated Content.
5. Candidate experience, hiring and onboarding
One of the most nerve-wracking things about joining a new company is the hiring and onboarding processes. This is even more so the case now that employers are providing a virtual candidate experience given that COVID-19 has significantly limited companies’ abilities to conduct in-person interviewing, walk-throughs and onboarding.
With this in mind, using content to clearly show how your company is handling hiring, on-boarding and connecting employees with their teams can really help put candidates’ minds at ease so they have fewer barriers to joining your team.
One way to convey all of this to candidates is to hear from new employees directly about their hiring and onboarding experiences. This might take the form of a video testimonial or simply a quote with a picture of the employee. You could also consider creating a virtual interview guide that outlines what your process looks like. Here are some examples of employers with great virtual interview guides.
So those are the core Recruitment Marketing content types that I recommend. There is another category of content and that is content that is situational or addresses something specific to your company or specific to what’s happening today. There are two types of situational Recruitment Marketing content that’s relevant rightnow.
Situational Recruitment Marketing Content
What is situational Recruitment Marketing content?
Situational content is content that is created in response to a given situation currently happening or that has recently occurred. For instance, recently COVID-19 and racial injustice protests have resulted in a shift in the candidate mindset, which means that we need to add new Recruitment Marketing content types to our content libraries to address current questions candidates might have.
6. How your company responded to and is impacted by COVID-19
People’s priorities have shifted in what seems like the blink of an eye due to COVID-19. If you’re not pushing out content that conveys that your company is accommodating these new priorities, you’re likely losing qualified talent to companies who are.
A few major content areas to focus on during this time of crisis include:
- how you’re keeping your employees, candidates and customers safe and healthy,
- the remote employee experience and how you’re staying connected, getting things done and supporting your culture virtually
- how you company has supported different causes or your community during this crisis and
- what your return to work plan looks like.
It may seem odd to invest in creating Recruitment Marketing content for a temporary situation, but think of it this way: even after a COVID-19 vaccine is developed, approved and administered at scale, candidates will want to understand how your company responds in a time of crisis. The way that companies treat their employees and customers during difficult times really impacts what talent thinks of you over the long run.
In addition, as a result of COVID-19 and the associated economic downturn, candidates are more concerned about job stability than ever before. It’s a good idea to create content that showcases how your company is still well positioned to thrive despite the economic turmoil and mass layoffs occurring.
7. How your company is taking action to support racial equality and stand against social injustice
As a result of the recent racial injustice protests happening around the world, candidates care more than ever about how companies are supporting Black Lives Matter and working to eliminate bias and systemic racism (alongside other social justice issues).
More than ever, candidates want to work for companies with heart. They want to understand your stance on different important topics and how you’re actively supporting causes they care about.
This topic of course can be a tricky one to approach and create content around, but it’s imperative to do so. If you’re looking for some extremely thoughtful and helpful tips on how to approach this, we’d recommend taking a look at what Shavonne Thomas has to say on the topic in her blog, 7 Actions Employers Must Take Now for Racial Equality.
So that might feel like a lot of content that you need to create. And you’re right. Because you won’t break through the digital noise and attract the talent you need without well-crafted Recruitment Marketing content. But once you’ve invested the time to create your content, you need to get it out in the world and ensure the rest of your team is doing the same. That’s where having a content library comes in.
Creating Your Recruitment Marketing Content Library
What is a content library?
A content library is a digital storage place where all of your content and assets are housed. Your content library should be stored in a way that is easily searchable in order to allow recruiters, hiring managers, your marketing team and HR to access and use the content that will help them recruit.
Your Recruitment Marketing content library should contain core content assets that candidates always want to hear about. In addition, it should be updated with situational content that addresses current candidate questions and expectations too.
As we’ve learned over the past few months, what’s happening in the world can really influence the types of content that people want to see before making a career change. This is reflected in the Recruitment Marketing content types I’ve recommended in this blog post.
If you’d like to dig deeper, we’ve put together a checklist of Recruitment Marketing content in the Rally How to Guide: 18 Tips to Level Up Your Content Library. This Guide includes additional information on all of the above content types, and 25 pages of expert tips and examples to empower you to create useful and helpful Recruitment Marketing content for talent attraction and retention.
We hope this post provides you with a strategy that you can use to be more purposeful in how you create content to attract and recruit talent, and how you can build out a more robust content library in the coming months. As you create and share your content, send us your examples!