What is the one thing that can make your company stand out and be a thought leader?
It’s your content marketing game!
Candidates choose companies backed by stories to tell, hear, watch, and engage with.
But how will you create content that resonates with your target audience?
Let’s learn together. Get right in!
What is content marketing?
Content marketing is a strategy focused on creating and sharing valuable content to attract and engage a target audience.
Instead of directly promoting products or services, it involves producing articles, videos, social media posts, and other formats that provide useful information or entertainment.
Let’s say your company hires software developers, but instead of just posting jobs, you can:
- Share best coding practices on LinkedIn
- Write blogs about the adventures of your tech teams in resolving problems
- Create short video clips showcasing your team’s favorite debugging tricks
- Publish newsletters full of industry insights and tips for career growth
When candidates are ready to make their next career move, your company will be the first that comes to mind, thanks to your position as a thought leader.
It’s playing the long game―building trust and relationships first, sales second.
What is the role of content in modern recruitment?
1. Grab the attention of candidates
Whether you’re targeting passive or active candidates, content is your golden ticket.
Passive candidates probably do not scan job boards, but they surely read interesting articles and watch engaging videos.
On the other hand, active ones seek insights and company updates that help them make informed career decisions.
And let’s not forget the clients—they’re watching your content to see if your brand is credible and aligned with their values.
You get to attract all three audiences through your content.
2. Make your company look awesome
Employer branding is everything!
Instead of just saying, “We have a great culture,” you can really show your team crushing it at hackathons or having a blast at company events.
This would show off your positive work culture and build a brand that candidates and clients can trust and want to be part of.
3. Build trust
Applicants are interested in the real and raw story, not just the glossy marketing speak.
When you tell your team’s success stories and even their struggles, you demonstrate that you can be trusted and honest.
Excellent recruitment content has nothing to do with being fancy; it has to do with staying real, helpful, and vivid about why your company would be an awesome place to work for amazing people.
5 content types that pack a punch in recruitment
Each type of content serves a unique purpose in your recruitment strategy, helping you connect with potential candidates differently. For example, sharing resume writing tips alongside job-search advice can not only attract job seekers but also position your company as a resource for career growth.
1. Blog posts & articles
These can be considered an all-around toolbox for hiring.
They are highly versatile, full of information, and ideal for conveying the state of affairs of your company. Use recruitment blogs to discuss industry trends, news from the company, or even career advice.
Here are some topic ideas that you can take inspiration from:
- “Top trends shaping the future of recruitment in (year)”
- “How to stand out in a competitive job market: Tips for job seekers”
- “5 ways to improve employee retention through company culture”
- “Behind the scenes: A day in the life at (company name)”
- “Why soft skills matter more than ever in recruitment”
- “Employee success stories: How our team thrives”
2. Employee testimonials & case studies
Nothing speaks louder than the voices of your team and your clients, as those are your social proofs, giving candidates a life at your company as viewed by an insider.
Case studies highlight your successes for clients and show your value in action.
It’s like letting your best employees and satisfied customers do some of the recruiting for you. Nobody knows better than them how to sell the job or your services.
3. Video content
Lights, camera, action!
Video content brings your workplace to life.
Consider creating:
- Virtual office tours
- “Day in the life” features
- Quick tips from team leaders
- Fun company event highlights
- Job ads that showcase open roles
Remember, authenticity often trumps perfection.
A genuine, slightly imperfect video resonates more than a polished corporate production, so don’t hesitate to show your true self.
4. Infographics
Got complex data or processes to explain?
Make it pop!
Infographics are perfect for:
- Visualizing company growth
- Simplifying complicated workflows
- Highlighting industry trends
- Showcasing employee demographics
Think of infographics as the highlight reel of your company stats. Try to make them eye-catching and easy to digest.
5. Podcasts & webinars
Use podcasts and webinars for industry topics discussion, hosting Q&A sessions, or featuring your company’s thought leaders.
These establish relationships with potential applicants as well as customers who are interested in detailed, conversational content.
Podcasts can be easily shared on multiple platforms to maximize your reach and extend engagement beyond the day of the event.
How to incorporate SEO into your content marketing strategy?
1. Master keywords to attract top candidates
Today’s job seekers actively search for terms like “best tech companies to work for” and “flexible work environments.”
These are the phrases you want to sprinkle throughout your content. Tools like Semrush or Google Keyword Planner make this job easier.
But remember, we’re not keyword-stuffing like it’s 2005, so make sure it looks natural and strategic.
Focus on incorporating them into your title, meta description, and throughout the content, especially in the opening lines, but do not overload your text.
2. Craft magnetic job descriptions
Your job posts aren’t just for your website. They’re prime real estate for search engines.
Use clear, searchable job titles. Putting “Ninja Coder” might not work anymore. Highlighting flexible opportunities like fractional hiring can also appeal to a broader pool of candidates, including those seeking part-time or project-based roles.
To increase engagement and time spent on the page, include relevant skills and qualifications with proper subheadings for readability, such as “Job responsibilities” and “Required skills.”
Also, add a few sentences about your company culture and the benefits that it offers.
Extra tip: Use long-tail keywords. For example, “Senior backend engineer with cloud experience” is more specific and can help you stand out.
3. Target local talent with smart SEO
If you are hiring in specific locations, optimize for local searches.
“Software developer jobs in (your city)” could be your pass to local talent.
You can set up or update your Google My Business profile to appear in local job searches and maps, allowing candidates to discover your job listings easily.
Also, create dedicated pages for different locations where you’re hiring.
For example, “Careers in San Francisco” or “Jobs in Atlanta” with unique content for each page.
Still, if you have content worth sharing on every location you can post at multiple locations simultaneously.
4. Embrace mobile-friendly recruiting
Most candidate applications occur through a job listing on mobile devices, so ensure that content loads quickly is clean, and is easy to apply from any device.
Use bullet points to keep your descriptions concise so you do not give off large blocks of confusing text.
A mobile-optimized experience will help you reach more applicants and keep them engaged.
5. Develop content that tells your story
Regular, relevant content keeps your site fresh in Google’s eyes and gives candidates a reason to keep coming back.
Blog posts, employee spotlights, or industry insights can do the trick.
Here are a few fun sets of ideas that you can implement:
- Behind-the-scenes Instagram stories: Share glimpses of daily office life on Instagram stories to give candidates an authentic, casual look at your work culture.
- Employee hobby spotlights: Highlight employees’ hobbies or talents outside of work to add a human touch to your company’s story.
- Office playlist on Spotify: Create a collaborative playlist with your team’s favorite work songs and share it.
- Company pet gallery: Post employees’ pets in a fun “Meet the pets” gallery on your social media to add a playful element to your brand.
- Two truths and a lie challenge: Have employees share two truths and a lie about themselves and let your audience guess the lie in the comments for an engaging social game.
Alright, recruiters, it’s time to put on your social media hats.
Did you know? According to CareerArc, 86% of job seekers use social media in their job search.
So, if you are not on socials, you are not only practically invisible but also missing out on connecting with the majority of the talent pool.
A well-planned social media content calendar can help you stay consistent and visible across these platforms.
Let’s turn those platforms into your talent magnet.
1. LinkedIn
LinkedIn is the ultimate networking hub for professionals to showcase their skills and make connections.
Here’s how to make the most of it:
- Showcase your company culture regularly
- Share employee success stories with their permission
- Post job openings with catchy, keyword-rich descriptions
- Engage in industry discussions to boost your visibility
Pro tip: Encourage your leadership team to be active.
2. Instagram
Instagram is your chance to let your company’s personality shine. Get creative with it!
Host employee takeovers where team members share a day in their life. It’s like a virtual job shadow, minus the awkward hovering.
Create eye-catching graphics for job postings and use Instagram reels to tap into its algorithm.
Preferably, keep them short, ranging from 30 to 90 seconds, focused on engaging topics to increase your visibility drastically.
Add relevant hashtags! #DreamJob #(YourCompany)
3. Facebook
Facebook isn’t just for reconnecting with your high school classmates. It’s a powerful platform for building a community around your brand.
- Create a dedicated careers page
- Share in-depth content like blog posts or videos
- Use Facebook Live for Q&A sessions or virtual job fairs
Pro tip: Leverage Facebook groups to engage with potential candidates in a more casual setting. It’s like hosting a virtual coffee chat with your talent pool.
4. Others
Don’t miss out on the opportunities offered by other valuable platforms like TikTok, Twitter, and Reddit.
- TikTok: Create fun, quick videos giving hiring tips. Keep it relatable for viral potential.
- Twitter: Post concise job updates, engage in conversations, and use trending hashtags for visibility. Tweet about new job openings and company news, or use polls to engage with potential candidates.
- Reddit: Join niche subreddits to connect with specific talent pools. Stay authentic—Reddit loves real conversations.
These platforms help you reach a wider, more diverse audience beyond the usual networks!
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Frequently asked questions
1. How can I apply analytics to measure the effectiveness of my recruitment content?
Analyze how well your content is doing by focusing on key metrics such as
- application
- conversion rates,
- time to hire,
- and content engagement.
Track how many readers apply, how fast they become hired, and who engages with what more.
Also, look for more interesting measures with bounce rates, comment quality, and shares. Employ UTM tracking to trace how candidates find their jobs.
Finally, optimize by doubling down on high-performing content and adjusting your approach to data.
2. How often do I have to post recruitment content?
Consistency is vital, so posting regularly is important, but don’t focus solely on posting quantity.
Regarding the number of posts, posting 2-3 times a week on platforms such as LinkedIn or Instagram and then monthly sharing some helpful blogs or videos keeps the candidates engaged.
Use your analytics to see when those best days and times are for your audience.
3. How can I tailor content to attract the right candidates?
Tailor your content by segmenting it based on career level, skills, and aspirations with a personal touch to reach out to your candidates.
Customize further with engaging job descriptions, automated emails, role-specific landing pages, and relevant content suggestions.
Measure success through
- engagement,
- completion of applications,
- candidate feedback,
- and time-to-hire.
