Employers are just starting to come around to what marketeers have known for years: the benefits of content marketing. From getting your organisation out there into the public consciousness to growing your audience and positioning yourselves as an employer of choice, with the right strategy, content marketing can achieve so much.
The beauty of content marketing is how versatile it can be. With a bit of research first, you can find out where your target audience spends their time online and meet them there with the content they’re looking for. If they enjoy podcasts, create podcasts. If they react well to video, create video. If they trust e-books, create e-books.
Rather than ‘selling’ potential candidates a job, the reason that content marketing is so effective is that it is giving your ideal candidates content that you know, through research, they are interested in. Over time this builds up trust in your brand until the candidates become fans and even ambassadors of your brand.
When doing research for a report into the preferences and behaviours of Generation Z, 76% of them told us that they start job searches on search engines. Search engine marketing, via a blogging strategy, will help make sure you’re serving up the answers to the questions they’re asking.
By building up an army of fans through quality and relevant content, you will start to create ambassadors. This simply means people sharing your content but, when content is shared, it implies to their audience that you are an authority on this subject. Your content will reach further, attracting more fans who in turn could become ambassadors and your audience will continue to grow in that way.
As audiences become more savvy, discerning and difficult to convince, content marketing can allow authenticity to shine. By involving your existing employees in your content, candidates can see and hear the reality of working for you straight from the horse’s mouth so when they visit your website to see your roles, they are more likely to trust what they see.