What’s in your recruitment marketing content stack?
This post is an excerpt from our downloadable guide to creating a recruitment marketing content stack.
Whether you’re creating a recruitment marketing content strategy or populating your brand new recruitment marketing technology, you need a content stack. Here’s the framework we recommend to our partners when building a recruitment marketing content library.
The Employee Story Recruitment Marketing Content Pyramid
To engage prospective candidates throughout their journey, you need a library of personalized content to deploy across candidate-facing channels and recruitment marketing technology. Here’s a way to think about the content you need to create a compelling candidate experience:
Universal Content
This content speaks to the common employee experience, regardless of a team member’s tenure or functional expertise. Mission, core values, and benefits are examples of universal content. Career sites and review sites have the ideal slots for this type of content, often used as general culture videos.
Universal content, like the culture video below from The Knot Worldwide, gives candidates real insight into what they can expect to experience as part of your organization.
Talent Category
Talent category content speaks directly to candidates who share a common background. This could be different talent pipelines you’re building, like early career:
Or for initiative hiring campaigns, like women in tech:
Team
Besides knowing what job they’ll be doing, candidates are most interested in understanding who they’ll be doing it with. Specifics go a long way.
Activision’s Demonware studio thrives on challenging work that plays a major role in the company’s success. Hearing firsthand from studio team members gives candidates a realistic glimpse into their future at your organization.
Job
What is it like to be a software engineer at your company? Instead of showing what any software engineer does, you need to show what a software engineer does at your company. This is your opportunity to differentiate your workplace from other organizations at the job level.
In this video from BAE Systems, Inc., Mike talks about his day-to-day, the tech he works with, and the impact he has across teams.
Manager
What’s it like to work for Jane or James? Content that spotlights a specific manager is great for hard-to-fill positions. It helps you get ahead of the competition by giving candidates what they are searching for: hiring manager insights!
Meet Joshua Wilson, the Associate Director for Data Curation at Metabolon:
Not only does his story show investment in his team’s growth and development, but also in the company’s mission to advance human health. Check out more examples and strategies for improving candidate experience with hiring manager videos.
Specific Persona
Persona content appeals to a very specific person and uses a combination of pyramid perspectives to target candidates with similar experiences and attributes.
What’s it like to be a female leader at a tech company? Let’s hear from Sheila:
Sheila’s story gives insight into her career path at Dropbox, the big initiatives she’s led, and her advice for building a successful career in tech.