By Brian Sutter
Content marketing lets you attract an audience of likely customers. Can it also attract prospective employees? And can you use content to attract higher quality employees – and maybe even keep the superstars you’ve got?
In a word, yes.
But to make this work, you’ll have to stretch a little. This isn’t going to be a one-time campaign. You’ll still have to do all the basic work of human resources – place ads, schedule interviews, and follow up with references. But content marketing can make your overall HR work easier and significantly improve the quality of your applicants.
That’s something most of us would welcome. “Hiring new employees” is the #1 challenge for small businesses, according to a survey done earlier this year. 50% of the U.S. small businesses surveyed named it as their biggest problem.
So how might this content marketing thing work? Well, for starters, you’re going to need a specific kind of content. The content you’ve been creating for lead generation or for existing customers won’t fit.
Instead, consider content like this:
These are especially good for sharing on social media. Photos of your company offices, your employees at work, and of events all give prospective employees important clues about what it might be like to work for you.
- A fully fleshed-out “About us” section of your website.
If you want to attract higher quality employees, you’ll need to give them information about your company. One paragraph on your “About Us” page isn’t going to cut it.
Instead, consider having individual profile pages for every member of your executive team. Then add shorter biographies of your other employees. Some companies go a step further and give each department or team its own page. And some companies go even further and give every employee their own biography page.
Caption: This About Us page from ActiveCampaign answers a lot of questions a prospective employee might have.
- Showcase your existing employees.
Profile pages are a good start, but it’s even better to let your employees demonstrate their skills. Encourage them to write posts for your blog and for other publications. Offer them opportunities to present at conferences, or at more casual events.
One way to ease into this is to give staffers cameos in your content. This works especially well for webinars, podcasts, and presentations. Adding their quotes to ebooks and blog posts works, too.
A short cameo contribution should minimize their stress level a bit. They aren’t the focus of the presentation, but it gives them 3-5 minutes in the spotlight.
This is an ideal way to stretch, but not overwhelm, employees who have impressive skills. And it makes your company look better, too. It shows you’ve got a “deep bench” of talent to draw from. Great employees want great co-workers, not just great leadership or a great business model.
- Develop an employee advocacy program.
If your existing employees are enthusiastic about their work, they’ll attract other high-performers. One way to nurture this is with an employee advocacy program. Basically, that just means your staff shares company content on social media. Go to the full article.
Source:: Business 2 Community