How to create a content distribution strategy for your recruitment marketing content

Dec 26, 2019 - Cat DiStasio

You’ve been making some killer recruiting videos lately, writing insightful blog posts, and tweeting your heart out in hopes that your ideal candidates will respond.

But they aren’t. What’s missing? You need a well-defined content distribution strategy.

Marketers use content distribution to improve brand awareness, attract new customers, and increase engagement. Those are probably the same goals you have for your recruitment marketing efforts so this is another example of how talent acquisition leaders can use marketing principles to get better results. 

If you need one simple reason to develop a content distribution strategy, consider the amount of time and resources your team already invests in creating recruitment marketing and employer branding content. If nobody sees that content, what’s the point? To avoid wasting your investments, you need to create - and then implement - a smart content distribution strategy. If a better candidate experience is your goal (they are, right?), putting your content in front of job seekers is a great way to start building a relationship. It’s certainly more effective than an “Apply Now” link. 

Follow these steps to create a content distribution strategy to help you achieve your recruitment marketing goals.

Step 1: Audit your content and organize communication channels

Create a master spreadsheet of content assets or use a digital library to keep assets organized so you can easily find each article, video, podcast episode, and image. What your library looks like depends on what works for your team. It’s important to use a system that is easy to update and that all team members can access. 

Next, create a list of all the channels you use to communicate with job seekers. This includes your website, social profiles, email, text recruiting, talent community, and recruiting chatbot. Be sure to include third-party tools you use to manage these channels (like your social media scheduling software). Organize all the logins/passwords in a central location and, again, make it accessible to all team members. 

Choose what types of content you’ll use in your recruitment marketing strategy, both that you’re creating now and that you plan to create in the future. That includes blog posts, social media posts, videos, podcast episodes, and even chatbot conversations. Learn how to make the most of each platform, and study up on organic social. It is still one of the most untapped recruiting channels out there.

Step 2: Set realistic, measurable goals

Set goals and identify specific KPIs you can track on a regular basis. Start by asking a few questions. What would success look like? How will we know when things have improved? What would an ideal candidate experience involve? Some of the KPIs to consider tracking are application completion rates, number of applications, and time to interview. 

Before you start posting and measuring your results, make sure you’re using the best platform for each type of content. Certain communication channels work better for certain types of content. For example, a video shared on social media might perform better than a video sent in a text message. Once you’ve paired each content type with the best distribution channels, measuring your results will help you fine tune your strategy and continually improve those results.

Step 3: Create an editorial calendar

Plan all your content, across all content types. This plan should include everything from topics and sources to deadlines, assigned writers, graphics and other assets, expected publishing dates, and the appropriate communication channels for each piece of content. Ideally, you’ll house all these plans in a living document that (you guessed it) all team members have access to. You could spend a lot of time creating a spreadsheet from scratch but there are tons of incredible templates out there that might fit your needs or that can be easily tweaked to work for your team. Ultimately, your calendar is a project management tool that helps you stay on top of what’s coming, so you can more easily execute your plan.

Step 4: Execute your strategy

This is where the fun part comes in. It’s time to create and distribute your amazing content. Using your editorial calendar as a guide, your team can create content, update progress, and stick to your plan. Your team already knows how to create and distribute content, but with a strong content distribution strategy in place and the tools you need to follow that plan, you can get that content in front of more job seekers and work on improving candidate engagement. 

Step 5: Measure your progress and analyze your results 

Of course, you still need to collect the data and analyze those KPIs you decided on earlier. Plan time on a regular basis (at least monthly) to review your progress and look for trends. Remember that KPIs are not just about making cool graphs and charts. You need to interpret the data and turn it into actionable insights in order to fine tune your content distribution (and perhaps your content creation) strategy.  

Content is king

In marketing, “content is king” is an often-repeated mantra. In recruitment marketing, content can make a great first impression and attract job seekers to spend more time considering your organization. They might watch a hiring manager video on social media, and then feel compelled to visit your careers site to learn more about available positions. If they find a blog post about your company’s community giving initiatives and then get some questions answered by your friendly recruiting chatbot, it’s likely they’ll fill out an application. This is just one example of how your content distribution strategy can ensure that all your content creation efforts won’t go to waste.

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