Why Content Marketing Can Help You Hire Great People
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” Not only will content marketing help to attract the right audience, it is also a form on employer branding that will help to attract top talent.
Content marketing needs to be a part of your long term recruitment strategy. Use it to attract a loyal and engaged audience of customers, clients, fans, promoters, and future employees too. Essentially content marketing is one of the best ways to grow your employer brand, but you’re going to need a strategy before you dive right in.
Utilizing content marketing to attract top talent isn’t a one and done type of recruitment strategy. It’s definitely the long game. As you slowly build a database of content, you will slowly grow your audience. It’s your job to consistently produce great content that attracts the right people.
Content can include videos, blog posts, photos, and other useful content. It can cover a wide variety of topics – culture highlights, how to’s, employee spotlights, industry news, company developments, etc.. The sky is the limit. Once you create the content, share it on social and grow your circle of influence. This is not an easy task and it requires time and energy too.
Over time, you’ll find that your audience is captivated by your content. This means that the content marketing is working. Now is the time to reach out to your loyal audience and tell them about your job openings. It’s amazing how many qualified job candidates will respond to your job postings this way.
By tapping into this crowd of fans and promoters, your job postings will be notice by people who like your company and support your brand. That’s an important thing to look for when you’re hiring a new person to join the team.
When you actively create content and market it to the right people you can and will attract the top talent. Content marketing is a valuable tool in the recruitment game. Use it properly and responsibly and it can help you hire great people.