This document provides tips for employers on using content marketing to attract job candidates. It recommends employers share content about their hiring process, employee stories, news and awards, recruitment videos, photos showing company culture, benefits, career advice from staff, welcoming new hires, reasons to work there, occasional job postings tagged with relevant keywords, inspirational quotes, and cross-promoting content across channels. The goal is to give candidates a sense of the company culture and what it is like to work there beyond just job descriptions.

1. Content Marketing
for Employers
What Candidates Want to See

3. Why Content?
● Recruiting is Marketing
● Storytelling Sells
“Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience —
and, ultimately, to drive profitable customer
action.”
-Content Marketing Institute

4. Why Content?
● Job Seekers want to
know...
● What’s it like to work
there?
● What makes your
company different?
● Who will they be working
with/for

5. Where to Post It
● Career site
● Newsletter
● LinkedIn Company Page
● Twitter
● Facebook
● Glassdoor updates
● Instagram
● Slideshare, Youtube, Your Employees

7. 1. Your Hiring Process
Tell candidates what will
happen once they submit
their resume.
GEICO does it.
https://www.geico.com/careers/about-geico/our-hiring-process/customer-contact/

8. 2. Employee Stories
Showcase your star
employees through images
and stories.
● Q&A Blog Post is an
easy way to do this.
● Employee of the Month
● Testimonials

9. 3. News & Awards
Don’t be afraid to brag.
● Follow Marketing’s lead.
● Display awards on your
career site.
● Helps to reinforce your
brand

10. 4. Recruitment Video
Candidates LOVE video.
● Show off career paths,
culture and personalities.
● Get your hiring
managers to talk.
● Videos get more reach!

11. 5. Pictures
It’s a visual web.
● Pictures make your posts
more shareable.
● Show off your culture
and employees in action.
● Facebook, Twitter,
Instagram!

13. 6. Benefits
Promote ALL your benefits.
● Break them up
individually and make
them shareable content
bites.
● Rotate them on social
media

14. 7. Career Advice
Leverage your staff’s
knowledge.
● Become advocate for
seekers.
● Retweet others career
advice.

15. 8. Welcome New Hires
Show off your newest
employees.
● Great onboarding tip.

16. 9. Reasons to Work There
Survey your employees and
ask them why they like to
work there.
● TIP: Ask them to share
on Glassdoor & Indeed.
● You can also copy your
best reviews from GD
and share

18. 10. Jobs
The Occasional job.
Most of your content should
not be jobs.
Be sure to hashtag your jobs
to optimize them across
social media.
#marketing #jobs #newyork

19. 11. Quotes
Inspirational quotes make
great content.
● Try an app called
Quotiful
● Brainyquote.com
● Goodreads
● Don’t forget memes

20. 12. Other Channels
Cross promote each of your
content channels on each
other.
● Will drive more followers

21. 13. Mission Statement/Values
Tweet out snippets
from your mission
statement and
other career site
content.

22. 14. Set Up a Calendar
Plan out a content
calendar for the
year.
● Company News
● Events
● Holiday Messages

23. Example Companies
Gartner: https://jobs.gartner.com/
CVS: https://jobs.cvshealth.com/
Sodexo: http://www.sodexousa.com/home/careers-usa/index.html
Geico: https://www.geico.com/careers/

25. The End
chris@rectechmedia.com
Twitter: @chrisrussell
https://www.linkedin.com/in/cmrussell
203-572-2053