Your own content
You are using Content Marketing when you create your own content to distribute via organic channels, platforms, or advertising opportunities (especially when you want to increase your reach). There are different channels and ways to approach this. Think of blogs, social media posts, and video content.
The advantages of Content Marketing
You’re probably still hung up on the disadvantages of Content Marketing, and sure… they exist. But the advantages outweigh the disadvantages by a long shot. We’ve collected 4 big reasons why you should start with Content Marketing asap!
1) It creates trust: Fun fact: candidates tend to trust an organisation’s story and messaging more when they’re consistently spread across the website, social media platforms and other marketing channels. If your story 📚 can only be found on your vacancy, it can cause your candidates to get suspicious. So, collect your channels and tailor your posts!
2) Your values are important!: The times have changed. Candidates don’t just concern themselves with the job they’re going to be doing; they also care about the values of your organisation. This can even be a deciding factor for the younger generations. Might be high time to start promoting your values! Content Marketing lets your values shine through subtly but clearly, ensuring your candidates are familiar with them from the off. Who knows, you may have already convinced them to apply.
3) Stand out from the crowd 👨👨👧👦: By creating your own account, and therefore telling your own story, you’ll automatically stand out from the crowd. You’re showing candidates what they can expect of your company: the work environment, the team, what you represent,… Candidates tend to lean towards a company that has a transparent online presence without too many bells and whistles. Show them who you are!
4) Informal is the new formal: Every candidate is nervous when they go through a recruitment process, which is totally normal. However, Content Marketing can lower these stress levels through its informal approach. By utilising Content Marketing, you are creating a bridge between candidate and recruiter. It won’t completely dissolve the nerves, but it will definitely be a step in the right direction!
How do you use Content Marketing?
With Content Marketing, you create and share your own content in your preferred way, organic or via ads. Are you wondering what kind of content you should start with? And via which channels you should share it? Don’t worry, we got your back.
1) Blog posts: a very effective way to use Content Marketing is through blog posts. They’re a super interesting medium to share news, show a behind-the-scenes of your organisation and spread industry information. In fact, you’re reading a blog post right now…’nuff said, right?
2) Video: Did you know that 80% of current internet traffic consists of video material? Video is always a good idea. This medium can also easily give an inside look into your company culture. Besides, video can also widely be shared over all of your social media channels. Don’t have the means to invest in full-on video production📹? No worries, a smartphone camera of this day and age is enough to create and record a complete video strategy!
3) Infographics: Do you have a recruitment strategy? Infographics are a must for those! Not only are they convenient for sharing a mix of data, words and visuals in a more attractive way, they’re also easy to share on your website, blog, social media channels,… the list goes on.
4) Podcasts 🎙️: When you’ve built up a bit of an audience, you can look at podcasts as an interesting medium for Content Marketing. You can share industry news, put your company culture in the spotlight, and much more. You’re also giving your organisation a voice, which will reassure your candidates and create a more familiar recruitment process for them.
5) Social media channels: The most overlooked one of them all. Social media. The first thing most recruiters think of when they hear social media, is advertising. But what about posting your own content on several different channels? Storytelling is key when it comes to Content Marketing. What about Facebook? Informational storytelling. Instagram? Visual storytelling. Twitter? Emotional storytelling.
All figures are on the rise☝️
Content Marketing is the future; that much is clear by now. This strategy gets all figures on the rise. So why wait? Go for it!