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How Can You Use Content Marketing to Attract Talent?

Businesses tend to understand the importance of appealing content marketing to meet their commercial goals and objectives.  

But did you know that standout content marketing is also important for your hiring strategy? 

In this article, we explore why content marketing is key to attracting the right people, making recruitment a smooth and fluid process for you. 


Content Marketing Saves Time and Money on Recruitment

Recruitment can be time-consuming and sometimes costly. To reduce the recruitment costs and time, you can use content marketing to tell a clear and compelling story to both your customers and your candidates across all digital marketing channels.  

Content marketing is not just a way to generate business leads, it is also a powerful tool to attract the right talent. The better the content you publish, the more people will be compelled to find out more about your business.

The ‘hard to reach’ candidates will often consider multiple companies when they are looking for a job. When it comes down to the crunch, candidates will want to see a strong message from their company of choice that has persuasive and appealing content for both the customers and the employees.

Craft your content to attract people who will add value to the business.


Create the Right Content

Finding a new role can be an emotive, stressful and time-consuming activity with potential employees spending considerable time on research.  

If candidates are analysing your business critically, make sure the appeal is there. There is no point having the most wonderful culture, office massages, free snacks, a disco room and 5 charity days a year if no one knows about it until you get to the job offer stage.  

And don’t just focus on salary, it’s the added details that make the difference. So, whether it’s a riverside view or a company weekly breakfast, use content to create appealing articles for potential employees to show how you differentiate your business and what your business stands for.  

If you are writing great content and using social media to get it to the right channels, the right candidates will seek you out. When they are in the interview process with you, the candidates will feel positive as they understand how you operate, what you stand for and what is important to you. This means a job offer is more likely to be accepted and the right hire is on the way to joining the team! 


Improve Your Website

When using content to attract candidates, don’t simply focus on LinkedIn, Twitter or Facebook; use your own website and have a dedicated page for candidates. Think carefully about what you want to say and what are the typical job-seekers’ challenges when they are considering a move to a new company.

The competition is fierce, and you need to look for gaps to make sure the appeal is there for candidates. Do competitor research carefully to look at the offering from other companies that your potential employees are considering and make sure you stand out. 


Create a Content Marketing Strategy 

Look at where you are and where you want to be. Establish how you get there and create a time-defined strategy to allow you to tell your story well. 

What do you want your content to say to help you with recruitment? Who is your message for and how do you want them to feel about you? Think about the way your company operates and how to get that message conveyed. Decide what resources you need, how you will go about content creation and who needs to be involved.  

Remember that content can come in multiple forms from webinars, emails, white papers, surveys, blog posts, slide shares, interactive content, videos, infographics, social media posts, podcasts… the list is extensive.  

Ask multiple members of your team to contribute and get their perspective so they feel involved and valued in your hiring strategy.  

Measure your results and use strategic content to boost your recruitment ability and get results! 

NICOLA MONGON is the MD of Spotlight Recruitment, the leading marketing recruitment agency in the UK since 2008. Read our 5* Google reviews from candidates and clients to find our more. If you would like to discuss recruitment, you can reach Spotlight on 020 3008 4254 or info@spotlightrecruitment.com