An Exercise for Designing Your Recruitment Content + Marketing Strategy
(45-second read)
Startups –– This is an exercise you can use as a starting point for designing your recruitment content + marketing strategy:
List the places your candidates hang out online.
Brainstorm channel-specific content for those places.
Run low-risk experiments to distribute the content via organic + paid models.
Do more of what works. Leave the rest.
Content = Primarily written and video. Long-form content can be chopped up into easily digestible bites for social.
[Examples below]
Outside of the obvious social, email, and InMail channels, these are some ideas for generating awareness:
Posting and interacting in niche online forums.
Hosting virtual micro-events with senior leaders and other industry experts.
Advertising on niche newsletters. (We did this. It works!)
Podcast advertising.
Influencers. (Yep, business influencers to promote your company as an amazing place to work.)
Lower volume of applicants + shorter screening calls + increase in conversations with the right people are all indicators that you’re doing things right.
And when it comes down to it, the only KPI that matters is new hires.
I know, this is a lot. This isn’t meant to be an overnight process.
Step 1: Brainstorm ideas + design the framework.
Here are examples of various types of content that can be used across a variety of channels:
Long-form video content repurposed for social: James Hornick and I record our bi-weekly live Employer Content Show and then chop it into 3-5 clips per episode to share on LinkedIn.