Use content marketing for recruitment? Hell yes! It is the perfect way to get the attention of your ideal candidate. How it works? As usual with recruitment marketing: make yourself visible and relevant. And because you want to reach potential employees, LinkedIn, Google and Facebook are important channels. In this article you can read all the ins and outs about content for recruitment marketing.
How do you start with content marketing for recruitment?
Make your target group clear. Who exactly are you going to create content for? To be able to answer this, you create so-called candidate personas for all your vacancies. Look at everything you can imagine: from important features to favorite foods. It may seem exaggerated, but the more concrete your candidate personas are, the easier you can address them correctly.
Tips to determine an approach:
- Who are your best employees? What is their background and experience?
- Look on LinkedIn for people who have the same position as you have a vacancy for. What are their similarities in education and experience?
- Look at your competitor. At which online channels can you find their vacancies? And how do they appeal to this target group?
Create the right content
When you have collected the above data, you start creating targeted content. Candidates want to know as much as possible about your company. So make sure that there is sufficient information. Share your mission and vision and tell about the corporate culture. Make sure you attract attention and hold on to it. How do you do that? Start with a striking title. Note, of course, that it does not promise anything that the article does not deliver. In addition, use images (photos and videos), because they really say more than a thousand words.
Content marketing tips:
- People do not want to search - certainly online. A well-arranged, logically arranged website is therefore a must, just like the search function.
- Be creative in your vacancies! You don't have to mention that you are not looking for anyone with a 9-to-5 mentality.
- Be specific. Because what do you mean by a 'centipede'? Or "dynamic"? State exactly what you expect for a better match.
- Show what is being improved by working for you. And say more than just 'career opportunities', give examples of employees who started in the same place and how they have grown.
- Can you use some inspiration? Then take a look at Coolblue and Bol.com.
Social media for online recruitment
Social media have become indispensable when we talk about content marketing. Even when you use this for recruitment. And certainly as your target group millennials are or people from generation Z. In addition, social media can help to fill a position faster. That is because your vacancy has a much greater reach. He also appears with people who were not actively searching, but who may be interested.
Social media tips:
- Create consistency: your posts must have the same appearance and tone of voice as the rest of your company. This way you attract people who really fit within your company.
- Ensure interaction. It keeps your mail under the attention. In addition, potential customers who can immediately apply by clicking on a link will do this much faster.
Start by getting your LinkedIn business page in order. Potential candidates who encounter your vacancy are guaranteed to take a look here. Make sure it is clear and also uses the correct tone of voice. The 'About us' text must briefly and vigorously state who you are and what you stand for. Here too, images ensure that people stay longer and remind you better afterwards.
Here read more tips on how to use LinkedIn.
People are still en masse on Facebook. It therefore remains an important place to be present as a company. Facebook is not a business medium, but is widely used by people looking for a job. And especially to look at the corporate culture and the passion of the employees. Therefore, use your Facebook business page to share content that shows that you have humor, are personal and really go for it. How do you work every day? For example, share photos from behind the scenes. It can all be just a bit more personal here. Facebook is the ideal place to work on your employer brand.
Read more practical tips? See the article Online recruitment via social media.
Google remains important
You can use Google for your recruitment marketing in two ways. If you provide an SEO-optimized website and content, then your vacancies are easy to find via search engines. And that is very important: people rarely look at the second page of search results. You can also use Google Ads (SEA) to promote your vacancies. If you arrange this in a good way, you will almost exclusively reach your target group.
SEO tips for recruitment:
- Be complete. Not only potential candidates hate to search the text for information such as location and number of working hours, but also Google.
- Build authority. Jobs are offline again. But not blogs, interviews, news and business cases. Therefore, create content for candidates in which you provide background information: the typical working day of a ghostwriter, how Harry climbed from trainee to department head, 5 characteristics of a good online marketer, 8 tips for a better salary in healthcare ... you know, interesting information! With that you build authority for Google and you will be rewarded with more traffic.
In addition to SEO and SEA, a third way will soon be added: Google for Jobs. It is not certain exactly when this will become available in the Netherlands, but in other countries it has already had a major impact. Follow the Bloeise newsletter to stay up to date!