In this age of inbound recruiting, content is the primary means by which you engage and build a relationship with your candidates. From social media posts and landing pages to email marketing and blogs, each one of these content elements provides a valuable opportunity to connect and communicate with prospective hires.
In order to make that connection, however, what’s communicated in your content MUST resonate with candidates. When you consider that less than 2% of content gets more than 100 shares, it’s evident that too many companies are falling short in this most essential of inbound functions.
"My content looks pretty and sounds good: why isn't it converting?"
Pictures and words count for nothing if they're not pieced together with a very specific audience in mind. Just as the best burgers in the world won't get a second look at a vegan picnic, even great content fails to excite when it's served to the wrong audience.
The best-performing content is created on a solid foundation of fact — data that tells you, at a fine-grain level, who your audience is — from what age they are and where they live, to their hobbies and media consumption habits. However, according to Linkedin, 75% of recruiters do not use data to guide their talent acquisition efforts.
Imagine the competitive edge your company could gain if you make it a point to incorporate audience insights into your recruitment content strategy.
Customers are candidates, too
As the lines that separate recruiting and marketing become more and more blurred, the audience for recruitment-related content has been redefined.
In the world of inbound hiring, every one of your company’s customers - both potential and existing - is also a candidate.
Why this is good news
First off, it means that you're speaking to an audience that's already engaged with your company brand — in a consumer context, if not an employer one.
Secondly, it means that when it comes to gathering audience insights and getting to know your audience better, your marketing team will already have laid the groundwork for you. Whether it’s Google Analytics, HubSpot, or a social network’s own insights tool, your marketing team will undoubtedly be using something that helps them understand who it is they’re targeting so they can create relevant messaging that converts.
The images below are Google Analytics screenshots depicting user demographics. Request the same from your Marketing team to kickstart the process of getting to know your candidates better.
Collaboration is key
Recruiting has always had parallels with marketing. However, in this information age where media-savvy candidates want more from their candidate experience — including more authentic, more targeted content— the two functions have never been closer.
With employer and consumer brands inextricably linked and both standing to gain from the effective promotion of the other (companies that have their consumer and employer brands aligned can see up to a 35 percent increase in sales, according to LinkedIn,) it's imperative that a collaborative relationship is fostered between recruiting and marketing for maximum return in both hiring and sales contexts.
Work with Marketing. Tap into their knowledge base for fact-based info on age and gender breakdown, location, details on their lifestyle, their preferred social networks for finding and engaging with content, and more.
If yours is an organization where Marketing offers resistance to collaboration with TA, this post may help.
Zone in on a better candidate experience
Draw on data to get to know those who are already engaging with your brand in a consumer context, and think about the type of response you want to elicit from them as candidates: what perceptions of your organization as an employer do you wish to create?
Understanding your audience and being clear on what the outcome of your messaging should be will prove hugely advantageous when it comes to creating recruitment marketing content that resonates. Not only that, the more targeted your content is and the more it speaks to a specific audience, the better your organization's candidate experience will be, as well.
For more on optimizing your content to attract, engage, and convert top talent, click below to download our eBook.