How to Create a Content Driven Inbound Recruitment Marketing Strategy
Before the shift to inbound recruitment marketing, candidates typically found out about open positions by visiting job boards. Now, many companies are focused on developing inbound recruitment marketing strategies that are largely content driven to provide additional insight into company culture, leadership, awards and accolades, the industry and open positions.
A successful inbound recruitment marketing strategy uses content to attract candidates to a brand. Letting job seekers find you helps your organization better engage with those who will best align with your company culture. Creating recruitment content is a great way to tell your company’s story to job seekers, and sharing recruitment content across a variety of mediums — company blog, social media, third-party sites, news articles — helps them become more educated about your organization. The more content you create and share, the more likely candidates will share with their networks, attracting more qualified candidates to your company.
To further attract candidates to your company and elevate your recruitment marketing strategy, incorporate the below content marketing initiatives into your strategy.
- Regularly meet with the marketing and communication team. Recruitment content should receive the same attention as your company’s client and new business communication. Schedule regular time to meet with your organization’s marketing and communication department to ensure your recruitment content materials are up to date and align with your company’s brand standards.
- Create a candidate facing PR strategy. Similar to the way your company’s communication team has an external facing PR strategy, create a candidate facing plan that will increase the reach of your recruitment marketing content. Aim to place your recruitment content in the outlets your target candidates are already reading to authentically capture their interest.
- Implement an internal promotion strategy. Your employees are your best asset to share and expand the reach of your recruitment marketing content. Send out a monthly internal email that includes a round-up of that month’s recruitment content, as well as suggested posts for employees to share on social media.
- Nurture talent communities monthly. Share content with the job-seeking audience you have already built. Cultivate branded talent communities by function, business line, region and university to build motivated candidate pipelines. Your communication with these groups should not be a one-size-fits-all approach; schedule monthly or quarterly hackathons with tech talent communities, and schedule networking events with sales talent communities.
- Engage on third party platforms. The less transparent you are with candidates, the less likely you are to win top talent. Job seekers will find the information they need to make an informed decision, whether or not they have to search for it. Share content and engage on the third-party platforms potential applicants are already on, such as Glassdoor.com, LinkedIn and The Muse. Make sure your company profile is updated and regularly respond to reviews, comments and feedback. It’s tempting to want to delete negative reviews, but responding to them publicly will win potential applicants’ trust and establish credibility.
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