Use Content Marketing to Take Your Recruiting to the Next Level
For many organizations, recruiting efforts may serve as an awesome opportunity to grow your business, and also a stressful one. Are we finding the right people to join our team? Do they possess the skills and temperament to succeed within our culture? If your organization is using traditional methods like cold calls, emailing, and scrolling job boards, you may not be seeing the results you want and are probably spending too much.
For starters, we’re going to take a look at two graphs related to recruiting in different industries. As you can see from the first graph below, the average cost per hire by industry is at least $142, and at most over $3,000.
Next, let’s look at the average days to close a new hire in the second graph below:
If you’re lucky and in a position to land a new hire in 14 days, congratulations! If you’re filling your open roles in just under 90 days, it’s likely you need to review your hiring practices.
So, the question remains: how can your organization quickly and easily recruit the right employees? The answer is in your hands – just keep reading.
Today’s business world is driven by content and connectivity. From streaming content on a smartphone, using your Alexa or Siri to play music, or ordering your takeout, we live in the digital space, and it’s not going to disappear any time soon. Your best candidates are consuming content across multiple devices simultaneously, and you can leverage the tools you already have on hand to reach them. TheSociety for Human Resource Management states, “of recent job seekers—defined as the 34 percent of Americans who’ve looked for a job in the last two years—79 percent reported using resources or information they found online.”
With this information in hand, crafting a solid content marketing strategy is a simple and efficient way to find quality candidates.
How can you get started? Use the steps below to implement content marketing into your recruitment efforts:
Figure out where your audience is.
As the hiring manager, or HR team who has in-depth knowledge of who you want to hire, knowing where to find the right candidates is crucial. For starters, consider searching for the candidates you want on social media channels like LinkedIn, Facebook, and even Instagram. You can use these sites at a minimal cost to your organization. For example,
- You can find 40 million students and recent college graduates on LinkedIn.
- YouTube reaches more 18-49 year-olds than any cable television network in the U.S.
- 32% of all internet users are on Instagram.
- Snapchat users spend an average of 25-30 minutes a day consuming content on the platform.
- With over 2 Billion monthly active users, 22% of the world’s total population uses Facebook.
- 50% of Americans with a college degree use LinkedIn
Each social media platform has its own metrics for you to review the audience size, reach, demographics, and more. Once you have this information in hand, it should be easy to find your target audience.
Once you’ve found your audience, start searching for your candidates and engaging with them.
- Share your job openings with your audience. With 79% of job seekers using social media to aid their search for a new job, this one is a quick, simple way to reach them. If you don’t have the budget to spend on LinkedIn recruiting tools or job postings, have your hiring team use their personal feeds to post openings or link to the company career page. You can do the same with Facebook at little to no cost to your business. Another option is to create a Twitter account dedicated to announcing open roles at your company. With all these social media options, you can provide links that lead directly to a job posting, helping people apply quickly.
- Share your awesome culture. Work culture is one of the top three things Millennials are looking for in their next role. Your website, social channels, digital marketing efforts, and more, all need to share the fantastic culture you’ve built at your company. Share content that shows off your company’s personality, the epic parties you throw, how you give back to your local community, and most importantly, how you appreciate your employees.
- Share relevant content. Sharing content from thought leaders and high-profile companies that appeal to your potential candidates and are relevant to your industry helps bring credibility and awareness to your organization. Utilize this content to start a conversation, and you’ll attract candidates who are interested in your industry.
Implementing these steps will build a solid digital presence for your company and attract the right candidates quickly.
When you’re sharing content, keep this in mind:
- Visual content – video, infographics – is over 40 times more likely to get shared than any other.
- Posts with at least one hashtag average 12.6% more engagement.
- Posts tagged with another user (56%) or location (79%) have significantly higher engagement rates.
- Tagging users, locations, or businesses in posts can result in higher engagement rates.
Content marketing can take your recruiting to a whole new level. It removes the need for traditional recruiting practices and improves your engagement with your entire prospective employee pool. By taking advantage of both engagement and social media, you can leverage a unique content marketing strategy that is tailored to both your business’ needs and your target audience.