Recruiting Wrap-Up: Content

Maura McElhone

Welcome to the second "Recruiting Wrap-Up" by Clinch.

Each week, we're bringing you a selection of quality content on a specific theme related to recruitment marketing.  

We kicked things off with our Wrap-Up on Employer Branding, and this week, we're putting the spotlight on the cornerstone of every recruitment marketing campaign — the content itself. 

Get informed, be inspired, and enjoy this collection of articles, infographics, and video from a variety of trusted sources and authority voices from the worlds of recruiting and HR.

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Topics: Recruitment Marketing, Content Marketing for Recruiters, Inbound Recruiting, recruiting content

Why "Show, Don't Tell" is the Golden Rule of Recruitment Marketing

Maura McElhone

The future of recruiting is inbound. That much, we can all agree on.

And we know, too, that this new wave of recruiting is powered by proven inbound sales and marketing techniques, taken and applied — to great effect — to the traditional recruiting process.

Within that category of "proven inbound techniques", lives "content marketing."(More on the rise of content marketing in recruiting here.)

Again, this won't come as news to most of you, but amidst all the hype and in the rush to get on board with inbound, has anyone stopped for a minute to take a good hard look at what exactly it is — this "content" that everyone's harping on about?

More importantly, is there an understanding of how to optimize that content for maximum impact in its ability to attract, engage, and convert even passive candidates?

In case there's any confusion, let's start with a simple definition.

What IS Content? 

In the context of marketing, content refers to any and all media that is created, published, and shared with a view to acquiring and retaining customers.

In a recruitment context, the same definition applies. All you have to do is swap out “customers” for “candidates.” So, by that measure, we're talking job descriptions, employee videos, blogs, social media accounts, and more.

Show, Don't Tell 

Note the use of the word "media" in the definition above. "Content" is often synonymous with copy or text, and while candidate-centric copy does play an important role in recruitment marketing, your company's message becomes significantly more interesting and memorable when it's presented with visual appeal to the forefront.

If you really want to up the ante with your recruiting content, less is more when it comes to text. Think "show" rather than "tell," because with 70% of marketers planning to increase their use of original visual assets in 2015, visual is definitely where it's at if your recruitment content is to rise above the noise.

Need more proof?

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Topics: Recruitment Marketing, Content Marketing for Recruiters, Inbound Recruiting

This company built a stellar employer brand. You'll never guess what happened next . . .

Maura McElhone

It’s official: a poor employer brand reduces the number of prospective job candidates by half.

The statistic emerged as part of LinkedIn’s findings in their recent Winning Talent report, published earlier this week.

Along with a reputation for having poor job security, dysfunctional teams, and poor leadership, the top 5 reasons why a candidate would not consider employment with a company included "if existing or former employees of that company had negative opinions of the company," and "if the company had a poor reputation among industry peers."

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Topics: Recruitment Marketing, Content Marketing for Recruiters, Employer Branding, Inbound Recruiting

Want to Run With Inbound? First, Take a Walk With Employer Branding

Maura McElhone

As the inbound train picks up speed with more and more recruiters getting on board, employer branding has once again become a hot topic of conversation amongst those in the industry.

Why?

Because it is the strength of a company’s employer brand, and the execution and implementation of an effective brand strategy, that impacts hugely on that company’s ability to attract, engage, and ultimately hire top talent.

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Topics: Recruitment Marketing, Employer Branding, Inbound Recruiting

If Your Recruitment Marketing Message is for Everybody, You're Doing it Wrong

Maura McElhone

Have you ever seen a sales person in action? If not, make it your mission to seek one out and watch how they work. From making a client's day with an unexpected gift, to offering a smile and asking how the family’s keeping, sales people know what it takes to get their audience engaged.

It’s a craft, and it’s a craft that’s worth perfecting for you as a recruiter, too.

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Topics: Recruitment Marketing, Content Marketing for Recruiters, Clinch Software, Inbound Recruiting