HOW TO USE CONTENT MARKETING IN TALENT ACQUSITION?

In definition, content marketers are professionals who are responsible for creating and delivering consistent, relevant and valuable content to reach, attract and influence a targeted group of audience. Therefore, it is somewhat similar to the work of hiring managers, who are trying to attract competent applicants for company’s positions.
There are actually plenty of advantages that marketing can benefit talent acquisition. Here are some aspects that hiring managers can learn from content marketers.
1. Defining the own unique voice
Regarding content marketing, establishing a voice is the top secret to deliver success. Each brand’s voice must be different from others in the market, giving readers a better idea about the company culture and employer brand. In order to attract the intended audience and engagement, the brand’s voice must be consistent through them time.
Whether your firm is searching for talents in a popular industry or maybe in a more specific, less conventional use, a consistent voice that makes candidates want to engage in and explore for more is crucial. Your content and voice should be a big part in establishing your organization’s credibility for the targeted readers.
2. Spreading the contents
Content marketers understand that in addition to having a good content, delivering it to where their audiences live is another main mission.
On average, according to CMI reports, B2B and B2C content marketers use from 11 to 13 channels to distribute the contents. There are multiple channels to incorporate in a content marketing campaign: social media, company websites, blogs, infographics... All of them together enhance the chance for their messages to reach the right audiences. This is the tactic that talent acquisition professionals should follow too.
According to a recruiting survey by Jobvite, about 94% of hiring managers use LinkedIn as the main social network to distribute job lists and company information. However, it is not enough just with LinkedIn. Consider to start building a company blog, useful e-newsletter, introducing webinars and other industry-customized content distribution channels in order to expand the talent pools and enhance candidate interaction.
Job sites are also recommended distribution channel due to the ability to target the right audiences with your contents and job opportunities. In that way, you can significantly increase the number of potential candidates.
3. Making engagement Easy
No matter how great a brand’s content is or how much channels you distribute it, if your audience cannot connect and engage with brand easily, you know you are not doing a good job. To be specific, it is highly advised that hiring managers keep their content easily accessible on multiple channels. For example, make your career page, social media buttons or blog highly visible with call to action so that they can get the necessary information in the quickest way possible. On your job listing, do not forget to include links for candidates to explore more about your company culture and highlight the content information (name, email, phone…).
Finding the best talent for your organization does take effort. However, it is not something too difficult to do. So, take some time to review your current strategy to acquire talent and try coming up with some ideas to apply these lessons from content marketers.
Follow up with Faro Recruitment Vietnam’s blog for more useful tips to enhance your talent acquisition performance.