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Here’s the 3 most effective forms of content for hiring.
Everything else is a significant drop off. And for most orgs, a waste of time.
1. Thought Leadership. From your leaders themselves.
Ever have a boss who was an idiot? Everyone has. (If not, give it time…)
It leaves a mark. And absolutely plays a part in the decision process for job seekers. Not just when accepting a role, but if they want to pursue a company to begin with.
I’m not making that up either. Last year, Nate Guggia and I surveyed job seekers across tech, marketing, sales and internal recruitment. In asking what they want to see before even applying, who they report to came up in nearly 100% of the responses.
Lead with that. Podcasts, videos, tech blogs, social. No one wants to work for a dummy.
Side note: no ghostwriting. It’s lame.
1a. Employee Created Content. About absolutely anything they want to talk about.
As Nate so eloquently put it: Personality At Scale.
Calling this 1a instead of 2, because it’s as important as point 1.
No one believes corporate driven ‘culture’ pieces. But everyone believes what employees say themselves.
In their own words. On their own social accounts, podcasts, videos, blogs, etc.
If you’re a great place to work, it's the only way to let the outside world know.
👉Here’s the crazy part: the content itself is less important than the permission you give your team to create it.
You know who doesn’t allow their team to do this? Every crappy firm, ever. And job seekers know it.
If this sounds terrifying to you, ask yourself why. If you have reservations of what people will say or how they’ll represent you, you've got bigger problems.
3. Frequently Asked Questions (from other candidates.)
A FAQ is the most valuable piece of centralized content you can create. (Maybe the only piece?)
And it’s super easy. Every time a job seeker asks you a question, write it down. Then answer it.
Then publish it on your site. Post it on social.
Tell people what they want to know in the most straightforward manner possible. It’s more valuable than any corporate generated garbage you can conjure up.
That’s it. Don’t even worry about anything else until you pull these 3 levers.
Full episode from The Employer Content Show, Ep 26 “You Don’t Need ‘Hiring’ Content” here.
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The 3 Most Critical Forms of Content for Hiring