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You’re not smart enough to know everything that can attract great employees. Neither is your marketing or employer brand team.
Who is? The rest of your org.
For context sake: Nate Guggia and I are content snobs. 100%. Everything we talk about on The Employer Content Show or blog about skews towards thought leadership.
(In my case, snarky and borderline-trolling thought leadership).
You’ll never see either of us post you-can-do-it’s, family pics, sob stories, etc.
Quasi-think pieces about your industry are important. They will absolutely attract some employees. And clients.
But there’s another lever you can tap into: letting employees talk about whatever they want. Literally anything important to them.
An example: last year, a couple of our colleagues did a series on taboos in the workplaces. Discussing things like tattoos, hairstyles, etc.
It was great. It's stuff that a lot of people feel passionate about. And dumbass me-this-guy would have never thought to do it.
Why do I bring this up? Because one of our newer colleagues (Jaya Rosser) told me THAT was how she found (and joined) Hirewell. Not the 10 Minute Talent Rant, not The Employer Content Show, not our Data Insights series.
3 important points of this:
👉Centralized content ideas are too limited in scope. If your team is happy, let them talk about why. And what issues are important to them.
No one is smart enough to think of everything.
👉The very act of allowing your team to speak their mind will attract talent by itself.
Posting on social media doesn’t automatically make you a great place you to work.
But you know who doesn’t let their teams do that? Every crappy, micromanaged hell-hole environment.
It doesn’t go unnoticed.
👉Focus your ‘centralized’ efforts on stuff that matters.
Build community where people feel comfortable sharing ideas. Provide training around content creation every feels comfortable doing it.
Most importantly: make your org a better place to work.
If you do that well, everything else falls into place.
You can follow me on LinkedIn here and Twitter here. Join the discussion on this LinkedIn post (or give it a 👍) here.
Your leaders can't think of everything