Great Content Starts With Great Questions
Asking good questions is a skill. It’s why most employer branding content is uninteresting. Those creating it simply don’t have this skill—or even know that it’s a skill, to begin with.
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Want to create content that enables your recruiting efforts? Then you have to ask the right questions.
Question asking is a skill. It’s why most employer branding content is uninteresting. Those creating it simply don’t have this skill—or even know that it’s a skill, to begin with.
(Btw, if you’re hiring for an EB role, add this requirement to your JD and screen heavily for it.)
Here’s an example:
Bad question: What do you like best about working here?
Good question: Tell me about a moment that is so [your company].
Here's a list of good questions to ask your leaders and fellow team members:
What do you make, who is it for, and why do they care?
What moment are you in as a team?
How do you approach technical debt?
What's the hardest part of your job?
Where do feature ideas come from?
How do you measure the success of individual team members?
How easy is it to gain access to managers and leadership?
How should candidates prepare for interviews?
What is your most important non financial metric?
How much agency or impact does each individual [role] have at [your company]?
What are the biggest objections you get from prospects?
How does your team contribute to the core business goals of your customers/your company?
What is your go-to-market strategy?
How much do candidates need to know about your industry?
How does the sales team interact with cross-functional teams?
What's the best way for a candidate to express interest or get their foot in the door?
What should new hires expect in the first 30 days?
What aspect of your culture do you most fear losing with growth.
When you interview candidates, are there red flags you keep an eye out for?
What problems are you solving?
Do you have direct competitors? How do you stack up against them?
Why do team members stay?
How well do you pay compared to the rest of your industry?
How is the [X] team viewed by the rest of the business?
Feel free to use any and all.
Now go interview your people and turn those into audio, video, and written content.