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USING CONTENT
MARKETING IN
RECRUITMENT
Nov 2016
RUSSELL DALGLEISH
Founder Exolta Capital Partners
“ The hunt for candidates is becoming more
competitive than ever before....
Understanding the
Recruitment Landscape
LANDSCAPE
OVERVIEW
The job landscape is undergoing some major changes at present. Typical candidates are
behaving more and...
Why Use Content Marketing as a
Recruiting Tool
CONTENT MARKETING TOOL
Until very recently, content marketing was thought of as a tool used solely for boosting sales
and ...
A TYPICAL RECRUITMENT CYCLE
THE CYCLE
Primarily, content marketing focuses on the first two stages in the recruitment cycl...
5 CONTENT TYPES FOR RECRUITERS
CONTENT TYPE
There are several different types of content recruitment agencies can use to a...
Why Content Marketing Works for
Recruitment
WHY CONTENT WORKS?
1. Candidates who disagree with the core values of a particular company tend to self-select out
of the ...
TOP 10 TIPS
ONE.
COLLABORATE WITH CLIENTS
Regular meetings between marketing and HR departments facilitate a more effective platform
f...
TWO.
CLEAR CONTENT STRATEGY
Marketers who document their strategy are more effective. It is hardly surprising that
regular...
THREE.
AUDIENCE PERSONAS FOR CANDIDATES
It is highly improbable that a developer and a salesperson will respond positively...
FOUR.
INVOLVE SPECIALIST RECRUITERS
In many cases, it is important for content marketers to lean on subject matter experts...
FIVE.
SHOWCASE BIG THINKING
As a recruitment agency, one of your responsibilities is convincing clients to flex their
know...
SIX.
THINGS THAT MAKE YOUR CLIENTS
UNIQUE
Rewriting a client’s job description into an article is not an effective approac...
SEVEN.
FIND THE CORRECT PUBLICATION
It is important to target publications that a client’s ideal employee will read and re...
EIGHT.
SHOWCASE EVERYDAY LIFE
Content marketing can showcase the everyday perks of what it’s like to work at a particular
...
NINE.
CHANNEL JOB INQUIRIES TO THE APPROPRIATE PLACE
Social media managers, both of the recruitment agency and of the clie...
TEN.
DON’T OVERLOAD AUDIENCE WITH JOBS
The most common (and badly directed) use of content marketing as a recruiting tool ...
THANK YOU
+1 (929) 299-3999 (US) | +44 3300270912 (UK)
+41 435507040 (CH) | +65 31591935 (SG)
+61 2 8880 0155 (AU)
hello@g...
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10 Tips for using Content Marketing in Recruitment

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The job landscape is undergoing some major changes at present. Typical candidates are behaving more and more like modern consumers by “shopping around” for jobs rather than jumping at the first opportunity that comes along.

The birth of “recruitment marketing” has brought about a major shift in focus for all recruitment agencies. Agencies that do not adjust their approaches may fall behind. As is the case with all other forms of marketing, it is crucial to develop a comprehensive understanding of the types of people that are being targeted in order to create an effective strategy that will provide recruitment agency clients with the most suitable candidates.

Published in: Recruiting & HR
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10 Tips for using Content Marketing in Recruitment

  1. 1. USING CONTENT MARKETING IN RECRUITMENT Nov 2016
  2. 2. RUSSELL DALGLEISH Founder Exolta Capital Partners “ The hunt for candidates is becoming more competitive than ever before. A recruiter competes for a candidate’s attention much in the same way that marketers compete for a consumer’s attention.”
  3. 3. Understanding the Recruitment Landscape
  4. 4. LANDSCAPE OVERVIEW The job landscape is undergoing some major changes at present. Typical candidates are behaving more and more like modern consumers by “shopping around” for jobs rather than jumping at the first opportunity that comes along. RECRUITMENT MARKETING The birth of “recruitment marketing” has brought about a major shift in focus for all recruitment agencies. Agencies that do not adjust their approaches may fall behind. As is the case with all other forms of marketing, it is crucial to develop a comprehensive understanding of the types of people that are being targeted in order to create an effective strategy that will provide recruitment agency clients with the most suitable candidates.
  5. 5. Why Use Content Marketing as a Recruiting Tool
  6. 6. CONTENT MARKETING TOOL Until very recently, content marketing was thought of as a tool used solely for boosting sales and growth. However, the versatility of content marketing is rapidly making its mark. Every industry has its own pool of potential employees, all of whom are interested in useful content that could assist them in their job hunt. Recruitment agencies are beginning to use this tool to their advantage, creating pertinent, poignant content that will assist them in finding model employees for the companies who make use of their services. A recruitment agency’s customers want to hire the best of the best; that much is abundantly clear. What some recruiters may overlook is the fact that job candidates want to work with industry leaders as well. Cleverly written content can, and should, show prospective employees that the team they wish to join is credible, innovative, and ultimately worth committing their talents to. THE TOOL
  7. 7. A TYPICAL RECRUITMENT CYCLE THE CYCLE Primarily, content marketing focuses on the first two stages in the recruitment cycle. Attracting and converting potential employees relies heavily on recruitment marketing in precisely the same way that regular marketing grabs the attention of consumers. The final two stages in the cycle, “close” and “delight”, form a part of the actual interview process, which should run smoothly if the content marketing strategy was successful. ATTRACT > COVERT > CLOSE > DELIGHT
  8. 8. 5 CONTENT TYPES FOR RECRUITERS CONTENT TYPE There are several different types of content recruitment agencies can use to amplify a client’s brand: 1. Industry news: New product releases, company benchmarks 2. Awards: Reinforcing the strength of a company by creating content around recent awards 3. Thought leadership: Write on relevant and hot topics in the industry 4. Employee spotlight videos: Show potential candidates some of the fantastic people they could be working alongside 5. Employee blog posts: Encourage employees to write about their roles and their key learnings
  9. 9. Why Content Marketing Works for Recruitment
  10. 10. WHY CONTENT WORKS? 1. Candidates who disagree with the core values of a particular company tend to self-select out of the recruitment process. By encouraging transparency in their clients, recruitment agencies are able to compile content that provides a comprehensive overview of every aspect of the company they are considering working for. 2. Job descriptions rarely go viral by themselves. Unusual, entertaining, or educational articles, however, tend to stretch much further. Including article links in job descriptions tends to increase traffic to a company’s recruitment pages by impressive amounts. 3. Job candidates who have done some light reading tend to show up more prepared. This results in better interviews which, in turn, makes companies more likely to enlist the services of a particular recruitment agency in the future. WHY CONTENT MARKETING WORKS FOR RECRUITERS?
  11. 11. TOP 10 TIPS
  12. 12. ONE. COLLABORATE WITH CLIENTS Regular meetings between marketing and HR departments facilitate a more effective platform for sharing information. Through these meetings, a recruitment agency will easily be able to find out which positions their clients need to fill immediately, in the near future, and over the long term. As a recruitment agency, it is important to regularly ask client’s HR team where their last current employees were hired from (geographic area, schools, previous employers, etc.) in order to discover where best to distribute the new content marketing material.
  13. 13. TWO. CLEAR CONTENT STRATEGY Marketers who document their strategy are more effective. It is hardly surprising that regular marketing content can be customised for recruitment purposes. It is worth every recruiter’s while to go through their clients’ current marketing materials in order to find useful material.
  14. 14. THREE. AUDIENCE PERSONAS FOR CANDIDATES It is highly improbable that a developer and a salesperson will respond positively to the same content and the same distribution. Recruitment agencies need to identify the types of people their clients need the most and how best to reach them.
  15. 15. FOUR. INVOLVE SPECIALIST RECRUITERS In many cases, it is important for content marketers to lean on subject matter experts for quality materials.
  16. 16. FIVE. SHOWCASE BIG THINKING As a recruitment agency, one of your responsibilities is convincing clients to flex their knowledge about their particular industry, market, and customers. This is one of the best ways to draw the attention of prospective job applicants.
  17. 17. SIX. THINGS THAT MAKE YOUR CLIENTS UNIQUE Rewriting a client’s job description into an article is not an effective approach. Instead, it is advised to tell a story about the way the company’s values are reflected in its culture. Openly discussing the types of employees a particular company enjoys working with is the best way to ensure the attention of the right kind of applicants.
  18. 18. SEVEN. FIND THE CORRECT PUBLICATION It is important to target publications that a client’s ideal employee will read and respect. This ensures a credibility boost that other companies might not have, placing the recruitment agency’s clients in a more favourable position.
  19. 19. EIGHT. SHOWCASE EVERYDAY LIFE Content marketing can showcase the everyday perks of what it’s like to work at a particular company. Feature employee & company life by showcasing photos of employees at events, highlights of them on the corporate blog, and even short videos of celebrations at the office.
  20. 20. NINE. CHANNEL JOB INQUIRIES TO THE APPROPRIATE PLACE Social media managers, both of the recruitment agency and of the client, must know where to send people if they have questions about jobs at a particular company. This could be a detailed “Careers” page or an email address for someone in human resources.
  21. 21. TEN. DON’T OVERLOAD AUDIENCE WITH JOBS The most common (and badly directed) use of content marketing as a recruiting tool is to plaster social media channels with job posts. While it is alright to post the occasional listing, it is important to balance this out with informative content that has a higher chance of being shared.
  22. 22. THANK YOU +1 (929) 299-3999 (US) | +44 3300270912 (UK) +41 435507040 (CH) | +65 31591935 (SG) +61 2 8880 0155 (AU) hello@goodmanlantern.com www.goodmanlantern.com

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