Hiring new employees that have the right skills and match your company culture is a serious challenge, especially for small businesses. Content can actually help you attract higher quality employees and applicants. Of course, you’ll still have to place ads and schedule interviews, but content marketing can make all of this a lot easier.
So, how does content marketing help improve the quality of your applicants while also keeping the interest of the great employees you already have?
Shift your content strategy
Sometimes your content strategy needs to shift in order to attract qualified employees. Maybe you’ve been devoting your time creating content for existing customers. Now, you’ll need to focus the content toward potential hires. For example, think of ways to elaborate on the “About us” section on your website. Photos and even videos of your company office, your employees at work, and company events are great ways to give potential employees a personal look at what it might be like to work for you.
Higher quality employees are also want to know as much about your company as they can. A short explanation of what your company does isn’t enough. Passionate employees want to know that the company they’re trying to work for does good work. Consider making individual profiles for each member of your team to showcase your current employees. Enthusiastic workers attract other enthusiastic workers, so allowing your employees to share their knowledge with prospective employees is a great way to build your talent pool.
Publish outside your usual routine
If you’re trying to pull from a larger pool of higher quality employees, you’ll need to search for them. To broaden your content’s reach, you’ll need to publish beyond your blog, website, or social media channels. Try to publish some of your content to a major publication’s site or guest post on a few industry blogs and publications. It’s also a good idea to have your existing employees share your content on their own personal social media pages. This goes along with the idea that enthusiastic and high-quality employees attract more high-quality employees.
Partner with different departments
Creating new content is an exciting, albeit difficult, process. It takes a lot of time to create valuable, relatable content. All of this hard work shouldn’t just stop with your content marketing team. Human Resources has valuable experience in the hiring process, so they’ll probably have a lot of ideas about how your company should represent itself to prospective employees. Public Relations is a great department to include as well. They have valuable connections and insights that will help you share your content with the right people in the right way. It’s also a good idea to include the supervisors over your different departments. If they know you’re trying to develop a content marketing strategy, they may have some ideas on where to guest post or what kind of content to post.
Creating good, informative content takes consistent effort. It’s not an easy project, but it’s definitely worth it. If you’re wanting to start content marketing for your company but don’t know where to start, give us a call. At the Found Gen, we know how content can help your business’s hiring process.