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Top recruitment marketing content opportunities for 2020

Reading Time: 7 minutes

Great content opportunities exist for recruitment marketers when our companies offer something candidates want, that they can’t find just anywhere.

That’s the content that grabs attention and gets you above the noise.

But, to truly engage and convert candidates, your content also needs to be thoughtful, substantive and insightful. You need employee stories to make it real for candidates.

Here are four recruitment marketing opportunities (with employee story examples!) that will make your company stand out from the crowd in 2020.

1. Share your diversity, inclusivity and belonging efforts.

Candidates care about your diversity and inclusion efforts when evaluating your workplace. And, they are willing to walk over it: according to a Deloitte survey, the majority of millennials said they would leave employers who didn’t prioritize diversity and inclusion in the workplace (64% would leave in 2 years, 75% would leave in 5 years). 

Turnover is just one out of a million reasons for your company to prioritize creating a more diverse and inclusive culture. 

But, this matters to you as a recruitment marketer because it’s an opportunity to create content that matters to candidates while selling the benefits of your company using your D&I efforts. Swoop up those employees who are thinking of leaving companies who aren’t prioritizing diversity, inclusion and belonging at work by creating content that shows that your company does!

As with any employer branding and recruitment marketing content, but especially when creating D&I content, you need to be thoughtful about what you’re saying to candidates. That’s why employee stories are really important. Specifically, you need to show what your organization has done that has improved the lives of its employees. Here’s an example: 

To further inspire your diversity and inclusion content efforts, here’s the best diversity and inclusion content for recruitment marketing

2. Show your company *really* cares about your total wellbeing.

Candidates want to know how companies will care about them personally, whether that’s offering flexibility at work, student loan repayment benefits, or unlimited vacation.

The trick is to find what you offer that is an underserved need, and promote that to the group of people who will find it most valuable.

For example, does your company offer parental leave? That’s a good place to start.

Only one in three US employers offer paid maternity leave beyond the amount required by law. And, only 29% of companies offer paternity leave. 

And, candidates care:

  • Over 68% of women said a company’s parental leave policy was important to them when considering whether to accept an offer (Fairygodboss).  
  • 69% of dads would be willing to switch jobs if it meant they could be more involved in caring for their newborn child. (Promundo and Dove Men+Care study)

Until paid parental leave is the norm, companies that offer it have a recruiting advantage, and recruitment marketers should take advantage of this top recruitment marketing content trend. Van Metre is one company that’s communicating this to candidates (all in 75 seconds, too):

Here are more examples of companies who are promoting their parental leave programs through employee stories. 

3. Give the ultimate insight: micro-cultures.

Communicating culture through stories is the thing. There’s universal culture: what it’s like to work at your company regardless of what office you work in, whether you’re an intern or executive, or in tech or sales. That’s important. 

But creating team content is a valuable trend because it honors the micro-cultures that also exist. Developing team value propositions and creating team content gives candidates a more nuanced view of life at your company, on that team. It’s a fantastic way to give greater insight into culture for candidates.

This type of content works overtime for you too. By going narrow, you can tackle specific recruiting challenges for your company, like recruiting women engineers or entry level sales. Major bonus: the more narrow you go, the more you can isolate the impact you’re having with your recruitment marketing content and prowess. You can better understand your results.

Another bonus: by using employee stories to promote a team, you’re gathering and creating persona content simultaneously. You can use that content for ads and more.

Bottom line: the closer you can get to show candidates what work will really be like for their specific situation, the better.

4. Turn talent mobility frustration into candidate interest.

According to Deloitte’s Global Human Capital Trends survey, more than 50 percent of respondents said it was easier for employees to find a job outside their organization than inside.

Did you hear that, recruitment marketers? There are passive candidates who are frustrated with the ability to move around in their organization. If your company makes it easy for your team members to forge their own path, deliver real career stories to candidates.

CSL Behring’s career site shows how they support employees who want to create their own Promising Future (their EVP) by featuring real employee experiences. Niklaus changed careers from being a lawyer to commercial operations, all within CSL. Becky, a chemist, wanted to advance technically, and not through management: she could at CSL Behring. And Paul shared about how he could see different parts of the world, from Australia to King of Prussia, by creating his own career opportunities.

Want to see some of this content in action? Want more guidance on how to create content like this for candidates?

Our free guide, Recruitment Marketing Content Ideas for 2020, gives you specific tactics, fueled by employee stories and building upon the top recruitment marketing opportunities of 2020!

Download the Guide