Whether you want to attract more visitors to your careers site, or progress candidates through the nurture pipeline, content plays a pivotal role. But it's not just what you create that matters. In fact, when it comes to generating views, how you promote your content, and where you promote it, can make all the difference.
This post highlights eight proven techniques for promoting content. These methods have been tried and tested across multiple different industries and here, we present them in a way that's relevant to recruitment professionals like you.
1. Activate your colleagues
When a candidate is considering an organization as a potential employer, there is no opinion that candidate will trust more than that of someone who already works for the company. That's why, for any organization seeking to attract and convert new talent, its existing staff is its greatest asset. Encourage your colleagues to share recruiting content across their social networks to increase views from their peers and strengthen your employer brand in the process.
Tip: Employees are more likely to be proactive in sharing content when that content has some relevance to them, personally — if they feature in it, for example, or have produced it themselves. (For more on employee generated content, check out Bill Boorman's video lesson on Clinch Academy.)
2. Invite industry influencers to get involved
Your work is great in its own right, but if you’re looking to increase its circulation, leveraging the influence and reach of established names in your industry is a great way to go. Get in touch with influencers — those whose opinion will be of interest to your ideal candidates— let them know what you’re working on, and ask if they would like to contribute a quote or some nugget of helpful information. Once your content is live, not only can you mention your contributors in your own promotion and add credibility that way, you can also ask them to share the finished product with their followers to help amplify its reach.
3. Insert a link in your signature
Email is a direct line to your audience and when you consider that every message you send contributes to your organization's employer brand as well as your own personal brand, email becomes an obvious choice as a vehicle for content promotion. Make sure you never miss an opportunity to promote your organization as an employer of choice by including a link to some relevant content in your email signature. Perhaps it’s a blog post you wrote, or maybe it’s a company video that showcases “A day in the life at ACME ltd.”
4. Pin your posts
With so much content shared on social these days, there’s always a risk that yours might get lost in the mix. Give important or high-performing posts a boost in visibility by pinning them to the top of your company’s Facebook and/or Twitter feed, ensuring that anyone who checks out your page, sees that content first.
5. Leverage evergreen content
When a piece of content continues to prove its value to an audience over a long period of time, it’s known as “evergreen content.” An effective technique in your recruitment marketing content strategy is to update some of your evergreen content with links to fresher, more recent content. This way, not only does your new content garner views via its own promotion, it also racks them up courtesy of the continual flow of traffic to the evergreen careers page.
6. Look to content curators
Why not let someone else do some of the heavy lifting for you? There are lots of bodies out there curating jobs-related content to share with their followers. We’re talking blogs, Twitter accounts, Facebook pages, and more. Find out who they are and send them on links to open jobs and related content from your organization.
7. Recycle and re-purpose
Good content is the gift that keeps on giving. Get more from the content that performs well with candidates by recycling it in a different format. For example, a PDF download that presents your company’s EVP could reach and engage a whole new audience if the same content was re-purposed as a SlideShare presentation in the style of Netflix’s culture deck.
So now that you've got the traffic to your pages, how do you go about converting that traffic into leads? Again, the answer lies in content.
8. From page view to talent network
Create a piece of content that will appeal to your target audience — a PDF of tips for interviewing at your organization, perhaps, or a video of an employee talking about a current project they're working on. Instead of giving it away "for free," attach it to a call-to-action, and ask candidates to enter their email (and whatever other details you may want) in exchange for the asset. It's lead-capture-by-content and it works a treat — particularly with passive candidates who might be interested in learning more about your company as an employer, but aren't quite ready to apply. (For more on using calls-to-action in your recruitment marketing content, click here.)
So, what are you waiting for? Put some pep into your promotion efforts, and watch careers site visits soar!
Create the ultimate candidate experience. For information and advice on what content to create and when to deliver it, download our free guide on Mapping the Candidate Journey.