8 ways you can use stories for recruitment marketing
When Stories Inc. creates recruitment marketing content for our clients, it doesn’t matter if the content is merely viewed.
Above all, your recruitment marketing content should influence the right person to take the next step in the consideration phase as a candidate applying to your company. Not applying is also a winning outcome, as long as it’s intentional.
But, getting the most out of your content is really important. We’re huge fans of repurposing content. Compelling stories about the employee experience should appear anywhere potential candidates are searching for information about your company.
We’re often asked, “Where should we share this awesome insight into our culture/this team/that role?” Thus, we have rounded up all the ways our clients are using, and repurposing, their stories.
1. Career Site Content
Stories are the ideal way to speak directly to candidates on your career site platform. By using real team member stories, your site will communicate your company culture, one of the most important elements for candidates visiting your career page.
2. Employer Review Sites
Employer review sites not only feature employee feedback and ratings, they also double as platforms to share your employer brand. In fact, this is an often overlooked way to curate content to supplement — or respond to — employee reviews. So, use every space available for employers to add content, and fill with stories.
3. Chatbots and VideoBots
Your chatbot serves up customized content as candidates have questions in the moment. Ultimately you can answer the most important question, right on a highly-trafficked job description page: why should they do this job at your company? Chatbots that feature video can also answer questions that are not easily answered by pure text. For instance, questions about company culture.
4. Talent Community Nurture Emails
To draw in your talent community, you need content that builds connection over time. Because potential candidates have opted in, the stakes are high: they expect you to know who they are and what they like. So, you need a lot of high quality content. Employee stories are an endless source that will nurture your talent community and keep them engaged.
5. Social Media
Spread your recruitment marketing messages organically by sharing employee stories on social. Stories optimizes recruitment marketing content for social media channels that is personal and relatable content. Specific stories are exactly the content that gets shared and liked on social media.
6. Job Descriptions
Job descriptions with employee stories are more compelling, and data shows that job postings with video receive significantly higher application rates. Including stories in your job descriptions allow candidates to mentally picture themselves in the job, a powerful strategy.
7. Campus Recruiting Events and Early Career Recruiting Career Fairs
Enthusiastic stories about purpose and career growth resonate with early career professionals and intern candidates. Ideally, provide stories from young employees for successful early career and college recruiting content. Research shows your videos can be a little longer when used on-site at campus recruiting events because of your captive audience.
8. Landing Pages that Target Personas
When you know exactly who you want to attract (mid-level women engineers in Seattle, Washington, for example), build landing pages with candidate customized to that persona. You can also effectively showcase specific teams through team storytelling.
