Why content marketing is key for talent acquisition teams

Despite economic challenges, the job market remains competitive and employers are facing ongoing and entrenched skills shortages, meaning that every advantage counts when it comes to talent acquisition.

In this digital-first world, perception is everything, and modern candidates don’t just choose an employer based on the job on offer, but on a far broader range of factors. With so many options available to them, they are increasingly seeking real insights and information into organisational cultures, values, mission, and ultimately what working there will be like.

Demand for content

Traditional job descriptions are not an effective medium to promote something as complex as an organisation; no matter how many buzzwords like ‘tech-driven solutions’ and ‘supportive working environments’ that are crammed into them, they will never offer true insights into a real operating environment. They can do a lot of legwork in promoting the brand, but are limited, and if employers aren’t offering the additional content to potential candidates, then who knows how many potentially well-matched employees are dropping out of the process before even applying.

Put simply, even the most well-crafted role description doesn’t capture the full essence of a working culture, and what is really needed to support a high-performing employer brand is effective, consistent and regular content.

Content marketing for talent acquisition types

This can come in several formats, from blog posts profiling a day in the life of working at the organisation, videos showing the company values in action, thought leadership pieces from senior talent acquisition figures and executives on key topics such as the future of flexible working, and more. Talent acquisition content marketing not only provides insights that can aid candidates in selecting potential employers, but it also helps to provide depth and character to employer brands. It helps to support the image of a transparent organisation, which builds trust in applicants. Equally, it also humanises the company and creates a genuine connection between the employer brand and candidates.

Further down the line, this approach also has less direct benefits, such as aiding organisational retention. The volume and depth of authentic content consumed before joining will mean that applicants have a clearer idea of the nature of the of business and its culture, and are therefore less likely to find that it’s not a good personal and professional fit. And let’s not forget this works both ways; when employers produce material that accurately reflects their brand, they also filter out those who aren’t right for the business, which saves all parties considerable time, energy and costs.

Generational messaging

Some factors are particularly important to remember when developing content, and it’s worth keeping in mind that the best candidates will probably be juggling multiple offers. And while salary and benefits are key, culture, purpose and opportunity are almost equally valuable, particularly amongst younger generations. These groups are also more concerned about the environmental and social credentials of potential employers than any in the past, so organisations that aren’t offering content and insights into their actions in these areas could miss out on talent.

However, it’s even more important to think longer-term than just one-off pieces, and to build a strategy that allows all content to have an underlying purpose and goal. Talent acquisition teams should question the key themes that define their employer brand, what their candidates seek in positions with them, what type of content they consume, and via which channels, and ultimately whether they are creating material for all the different stages of the candidate journey, from initial awareness through to final decision-making.

Get employees on board

It is not only hiring teams that should be involved in the process of creating and shaping this content; it’s also important to include other staff from across the business at the early stages to ensure that all messaging is genuinely authentic.

The most compelling material is sourced from real employees and then shaped by marcomms experts to ensure it hits the mark, but also that it supports the overarching strategy. Having key staff involved brings this process to life and makes it feel real, which only adds value. But these stories won’t necessarily come to you, and all talent acquisition specialists should look to put themselves out into the business more regularly to source opportunities for further content and to find those valuable stories.

While content production might not be the top priority for busy talent acquisition experts, it should at least make the podium. Done effectively, it is one of the more sustainable and scalable tools available to support candidate attraction, and at a time when applicants have more choices available to them than ever before, differentiation and a strong employer brand supported by authentic content are key.

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Author: Bruce Callander

With over a decade’s experience in PR, marketing and communications, Bruce develops and executes media relations, content and social media strategies for firms in the recruitment and hiring industries, as well as suppliers to those sectors and other organisations both in the UK and internationally.