The three content distribution channels for B2B tech startups
If you’re leading employer branding at a B2B tech startup, you likely have three content distribution channels:
Outbound messages from your recruiters.
Organic LinkedIn: company page, your recruiters, and your employees.
Yes, your customers care about how you treat people. It’s ok to share social channels with marketing. It will only support their efforts.
Empower your employees and leaders to become brand marketers. Let them off-leash. See Madison Butler.
Engineering blog.
You have to create content that enables these channels:
Short-form authentic video.
Long-form written content: culture, leadership, and employee stories.
Great links for outbound messaging and placed throughout the candidate experience to guide the journey.
Extremely flexible content: chop each blog post into 3-5 social cards that drive awareness back to the piece that then drives to your careers page.
An engineering blog is your best long-term brand strategy for attracting tech talent.
Invest now. Be consistent. And build a following. It will pay off big time in 12-18 months (if not sooner).
If your engineers won’t commit to writing, outsource it. It’s well worth the investment. A ghostwriter can interview your engineers every month and write on their behalf.
Simplify your distribution strategy and focus where it counts.