Effective content marketing strategies help organizations showcase their employee value proposition through blogs, social media, and video content, attracting quality talent by authentically communicating career growth, culture, and benefits.
A strong employee value proposition (EVP) and a well-defined employer brand are fundamental to attracting and retaining quality talent. An EVP represents the unique benefits and opportunities an organization offers its employees, while employer branding reflects how these perks are communicated externally.
According to Gartner, just one-third of employees believe their organizations consistently deliver on their EVP promises. Recruitment marketing professionals need to leverage content marketing strategies to promote their organizations' EVP and follow through on those promises to attract top talent.
Hiring professionals who effectively leverage content marketing help their organizations stand out and bridge the talent gap.
A robust content marketing strategy begins with aligning the types of content to the core elements of an employee value proposition. Recruitment marketing professionals should decide whether to focus on career growth, company culture, industry-leading benefits, or a combination thereof. Here's how one might tailor their content strategies to each of those EVPs:
Combining strong employer branding with sound content strategies and the correct delivery mediums leads to remarkable results.
Recruitment marketing professionals can use this combination of tactics to connect with and engage passive and active candidates. To do this, they'll need to map content to various stages of the candidate journey. For example:
It’s also beneficial to create holistic content strategies centered around three to four key messaging pillars, such as diversity and equity, career development, and work-life balance.
After determining the content strategy, it's time to choose the proper communication channels. There aren't any one-size-fits-all solutions. Instead, recruitment professionals will need to use a combination of mediums. For example:
A company's blog and website are foundational tools for showcasing its EVP. These platforms are ideal for publishing long-form content such as thought leadership pieces and employee spotlights. Articles should include relevant keywords to improve search engine optimization. For example, if a company's EVP focuses on providing excellent work-life balance, content should organically incorporate relevant phrasing that reflects this.
Snaps and Instagram Stories are powerful tools for reaching candidates where they are, especially Millennials and Gen Z. LinkedIn is especially effective for reaching an established professional audience. Use these channels to:
Prioritize one or two social platforms where the target candidate audience is most active. Trying to maintain a presence on every channel will overwhelm the team, leading to weaker campaigns and inconsistent posting.
Videos are among the most engaging content formats. For example, authentic employee testimonials bring an employee value proposition to life and show that a company stands behind its promises. Videos should be short and engaging and include a call to action, such as applying for a job or visiting the company's career site.
Tip: Tools like Jamyr empower companies to create engaging video content highlighting their employer brand and attracting quality talent.
The career site is among the first places serious candidates explore company information and job opportunities. Recruitment marketing professionals should ensure that their site highlights key elements of the EVP while being visually appealing, easy to navigate, and including clear calls to action.
Employee advocacy is a powerful recruitment content marketing strategy that leverages a company’s most authentic brand ambassadors: employees. Empowering teams to share their genuine experiences, celebrate company culture, and promote job opportunities across their personal networks—especially on social media—creates a ripple effect of trust and credibility.
Striking the right balance between quantity and quality is key to a successful strategy. Focusing on high-quality content enhances visibility and credibility, while consistently posting fresh content keeps one relevant and connected to the audience.
Authenticity is central to building trust. Job seekers can see through an overproduced and highly scripted piece of content. They want a real glimpse into what it's like to work for a company, not an ad selling the EVP.
Share real stories from employees and be sincere when talking about life at the company. Focusing on genuine experiences makes audiences more receptive to the message.
Encourage employees to share their perspectives on social media or contribute to the company's blog. Prospective team members will view the company positively when they see employees advocating for the brand.
Brand reputation monitoring is valuable for crafting targeted recruitment marketing content by revealing what resonates most with candidates. For example, if data shows increased engagement around a company’s benefits, this insight can inform the content strategy, emphasizing popular perks through testimonials, detailed highlights, or success stories. By focusing on what candidates value and engage with, companies strengthen their employer brand and attract top talent more effectively.
All branding in the content should be consistent, regardless of format or channel. Even minor inconsistencies in tone or quality can make the content less believable and undo months of employer branding efforts.
Recruitment marketing professionals can determine if the EVP content strategy is working by analyzing a variety of metrics, including:
If a campaign results in more social media interaction and an uptick in promising job applications, the strategy is working. If increased social media activity doesn't lead to more qualified candidates, pinpoint the weak spots and make targeted adjustments to content, distribution, or audience targeting.
Marketing an employee value proposition to attract quality talent can be challenging. Here are some common hurdles and ways to overcome them.
All content should be consistent in quality and tone. To stay organized, develop a content calendar that outlines topics, deadlines, and distribution channels. This will also help teams consistently post fresh content to maximize engagement.
Organizations often have multiple goals for their content strategy. To achieve balance, segment the audience by roles or locations and develop tailored content that addresses the unique needs of each group.
Many recruitment marketing professionals face limited resources, which often result in longer hiring processes, lower-quality hires, and difficulties competing for top talent. One solution may be to enlist artificial intelligence to streamline some processes, saving time for content development.
Tip: Recruitics’ experts expedite content distribution through a proven and innovative brand methodology, effectively communicating EVP stories to unlock brand potential while engaging and converting the right talent.
Creating fresh content regularly can be challenging. To extend the life of content, repurpose it across channels. For example, a blog can be transformed into a series of social media updates or an infographic.
Here are four steps to begin creating or revamping an EVP content strategy:
Content marketing is a powerful tool for attracting and engaging quality talent. A well-thought-out and efficiently implemented employee value proposition content strategy will attract top candidates and build stronger connections.
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Recruitics’ team of experts leverages decades of expertise to amplify the reach of many companies. Contact us to learn how we can help actualize your content strategies.
