Steal content marketers’ best secrets to better attract & engage your candidate pool.
What does marketing have to do with talent acquisition? Plenty, if you consider what hiring managers can learn from content marketers.
Content marketers are professionals that, according to a definition by the Content Marketing Association, are responsible for “creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience.” Seems like a similar definition could apply to the work of hiring managers.
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Content marketing is so big in fact that the Content Marketing Institute’s (CMI) 2015 Content Marketing Budgets, Benchmarks and Trends report found that 86% of B2B and 77% of B2C organizations have some sort of content marketing strategy in place.
Content marketers know that good content increases brand awareness, establishes customer trust, and builds customer engagement. Isn’t that what good hiring managers do — create awareness for their organization, build trust with candidates, and attempt to create engagement between candidates and the organizations they represent?
Here are three skills hiring managers can learn from content marketers that will help locate, engage, and place the most talented candidates on the market:
1. Define Your Unique Voice
When it comes to content marketing, establishing a voice is the key to success. A brand’s voice differentiates it from the other brands out there and gives readers a better idea about the kind of community it wants to foster. The more consistent the brand’s voice, the more likely it is to attract the audience and engagement it seeks.
Hiring managers and the organizations they represent need to take a page out of the content marketing book and establish a consistent voice. VMware took this lesson to heart in 2014. It increased job seeker traffic by 65% by establishing a consistent voice on third-party job boards that reflected its unique company culture and story.
Whether your organization is looking for talent in a more technical industry or a laid-back, less conventional one, use a voice that makes candidates want to come back for more. Your content and voice should establish your organization’s credibility in a way that makes readers — and potential candidates — want to engage with your brand.
2. Spread the Love (& Content)
Content marketers understand that their content needs to live where their audience does.
On average, CMI found that B2B content marketers use 13 content distribution tactics (channels) and B2C content marketers use 11. Content marketers use different channels including social media, infographics, company websites and blogs to make sure their messages reach as much of their audiences as possible, and talent acquisition professionals should too.
If you’re like 94% of hiring managers, according to Jobvite’s 2014 Social Recruiting Survey, you’re probably already distributing job listings, organizational information and other content on LinkedIn. In order to maximize opportunities for candidate interaction and expand the pool of talent you have access to, consider starting a company blog, offering useful webinars, distributing an e-newsletter, and taking advantage of other industry-specific content distribution channels.
When it comes to talent acquisition, job sites can be a great distribution channel. Groupon, for example, used Glassdoor to target specific audiences with content and job opportunities, expanding its candidate pool and making sure its audience could access the information it needed, when it needed it. In the end, Groupon was able to reduce cost-per-hire to $13, influence 61 new hires, and increase job seeker traffic to its profile and site.
Spreading your content and opportunities across multiple channels will ensure that your different audiences are being reached and increase the number of potential candidates that interact with your brand.
3. Be Accessible & Make Engagement Easy
One of the core tenets of content marketing is making the brand accessible to its audience. It doesn’t matter how great a brand’s content is if the audience can’t connect and engage with the brand easily.
For hiring managers, this means being accessible on different channels.
Make sure you and your organization are easy to get ahold of. On your website, make your careers page, blog and social media buttons easy to find so that candidates can get to the information they want as quickly as possible.
On your social media sites and online company profiles, link to your careers site and other social channels. On your job listings, include links to more information about your company and culture, social media channels and contact information (hiring manager name, email and phone number).
Remember, good talent acquisition professionals create organizational awareness, build trust and create engagement. The best way to encourage candidates to engage with the organization you represent is to make it easy for potential hires to connect with and get updates from your organization, and talk to you about them.
Finding the best talent takes effort, but it doesn’t have to be so difficult. Take some time to review your talent acquisition strategy and consider how you can apply these lessons from the world of content marketing for talent acquisition efforts. Define your voice, spread the content and make your organization more accessible to find the best talent on the market for your company.
Can you think of any other lessons talent acquisition can learn from content marketing? How do you employ tactics from content marketing for talent acquisition efforts?
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Marc Cowlin is Director of Employer Communications at Glassdoor.