How to do Content Marketing for Talent Attraction - #tahack

Hey! Iain Hamilton here for another edition of TA Hack.

I hope you like the new intro music that we’ve got in the video.Today, we’re here to talk about why we create content for talent attraction and why we score people on how they interact with that content; two really, really interesting topics.

Bored reading? Then watch the #tahack video.

Why We Create TA Content.

Whenever we’re working through our talent attraction campaigns, we want to do more than just engage people with job advert. We want to engage them with lots of content that shows them why your business is an employer of choice.

Now, there’s a few different ways that we can do this. Today I’m going to show you the bullseye method.

The bullseye method starts with attracting people to your content and improving the awareness of your brand.

Now whenever we’re doing that, we use what we call top of the attraction content, high level content that we want to bring people in to look and see what you do.

Three engaging ways to bring people in to the awareness of your business are:

  • Corporate branding material - content based around the products and services that you provide.
  • CSR content. People love CSR.
  • Employee based content - employee stories and profiles

Once people are engaging with our top of the funnel content we want to progress them to the next stage.

Stage 2 - Within the funnel

At this stage we start engaging people with content tag is relevant to their:

  • Geography
  • Role level
  • Discipline

By now we should understand information like the geography they live in. So, we can start providing some really specific geographical content to them here. Start telling them about projects that we’re actually working in within the region they’re working, start telling them about the team that’s working on that project, the successes they’re having, the way they’re moving things forward. And that sort of information is going to encourage them pay even more attention to our employer brand.

Stage 3 - The inner circle

Whenever people progressing to the next level, the inner circle, we’re going to really go heavy on the employee stories and business culture.

These employee stories are going to represent the culture of your business. If there is a massive safety culture in your business, you want to represent that in your employee stories. These employee stories will be likely on video and they’ll be hosted on your career site on YouTube and you’ll be able to so some social sharing of them as well to generate more traffic.

Other content that you might want to have available is the includes:

  • Content from your CEO around the corporate values of your business and why they’re so important.
  • News about your graduate’s program and apprenticeships.
  • Information on any awards that you’ve won

Whenever we get people paying attention to this information, we’re want to progress them into the bullseye.

The Bullseye

People in the bullseye are interested in your business, applying for jobs and ready to be hired. At this stage we don’t turn off our content, we still provide them with employer brand content digitally, but it’s more likely we’re going to move much more to one-to-one sort form of engagement here:

  • Interviews
  • Open Days
  • Careers Sessions
  • Barbecues

Whatever it takes be to bring people in and let them see the culture of being a part of your business.

The Bullseye Goal

With this method you bring people closer and closer and closer into that bullseye of your content. Through engagement and content you are driving them towards your goal, which is to become an employee.

Intelligence

Now, what’s really cool here is we start to be able to score engagement.

We use Candidate.ID to achieve this.

So if somebody interacts with the piece of the content at attraction stage, we’ll score 1.

If somebody comes to the piece of content in at stage 2, we’ll score 3; and if somebody starts interacting in at stage 3, we’ll score that 5.

Over time, if somebody interacts with three or four pieces of content here, we could score that 15 to show that they been highly engaged. Now, we use a system called Candidate ID to do all of this scoring for us, so that whenever we’ve actually finished the campaign, you can see who has the most score.

The result is you’ve got yourself a league table of all of the people that are qualified to do this job and at the top, you’ve got the highest scoring and at the bottom you’ve got somebody at people who have not researched your business.

If you’re looking to increase engagement in the people that you are hiring into your business, this is the only surefire way to do it.

So what do you think?

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