The future of recruiting is inbound. That much, we can all agree on. 

And we know, too, that this new wave of recruiting is powered by proven inbound sales and marketing techniques, taken and applied — to great effect — to the traditional recruiting process. 

Within that category of "proven inbound techniques", lives "content marketing." (More on the rise of content marketing in recruiting here.)

Again, this won't come as news to most of you, but amidst all the hype and in the rush to get on board with inbound, has anyone stopped for a minute to take a good hard look at what exactly it is — this "content" that everyone's harping on about?

More importantly, is there an understanding of how to optimize that content for maximum impact in its ability to attract, engage, and convert even passive candidates?

What IS Content? 

In the context of marketing, content refers to any and all media that is created, published, and shared with a view to acquiring and retaining customers.

In a recruitment context, the same definition applies. All you have to do is swap out “customers” for “candidates.” So, by that measure, we're talking job descriptions, employee videos, blogs, social media accounts, and more.

Show, Don't Tell 

Note the use of the word "media" in the definition above. "Content" is often synonymous with "writing," and while candidate-centric copy does play an important role in recruitment marketing, your company's message becomes significantly more interesting and memorable when it's presented with visual appeal to the forefront. 

If you really want to up the ante with your recruiting content, less is more when it comes to text. Think "show" rather than "tell," because with 70% of marketers planning to increase their use of original visual assets in 2015, visual is definitely where it's at if your recruitment content is to rise above the noise.

Need more proof?

Including images, videos, and infographics in your recruitment marketing content not only makes it more attractive to candidates, it significantly ups its "stickiness" factor, too — ensuring your company stays front and centre in the candidate's mind long after they've left the careers page or Twitter feed. 

With top talent firmly in the driving seat and well aware that it wields the power, recruiting today is a game of seduction.

Secure the win by delivering content that's easy on the eye.

Maura McElhone is a Content Writer with Clinch — Recruitment Marketing Made Easy.