In April 2019, the U.S. month-to-month unemployment charge hit three.6% – the bottom quantity in over a decade.
This is nice information for job seekers, however not a lot for companies with employees roles they want to fill. A aggressive hiring market makes it troublesome to entice high expertise – particularly for those who work for a model with out quite a lot of trade visibility or large bucks to shell out for recruiting efforts.
Many corporations are turning to content material advertising to attain potential job candidates – in addition to to interact and assist their present workforce.
Companies are turning to #contentmarketing to attain potential job candidates, says @Joderama. Click To Tweet
Corporate local weather change
A enterprise local weather rife with mergers, consolidations, and restructuring – mixed with the affect of main workforce disruptors like startup tradition and the rising gig financial system – have successfully killed off the times when workers had been seemingly to stay with a single firm for the length of their careers.
Not that they essentially even need to accomplish that anymore:
According to a 2018 survey by staffing agency Robert Half, 64% of execs see sturdy advantages in altering jobs each few years – together with greater salaries and higher potential for profession development. And that charge rises to 75% when taking a look at staff ages 18 to 34.
Yet, immediately’s staff aren’t simply job-hopping for extra and a greater shot on the nook workplace (which doesn’t actually exist anyway thanks to the open-office pattern). Reports like ManpowerGroup’s Millennial Careers: Vision 2020 say the youthful technology additionally appears for indicators that an employer will acknowledge their expertise and contributions, assist their want for creativity and adaptability, and that the full job expertise will replicate their values and priorities.
In quick, they aren’t simply wanting to make a residing, they’re wanting for job alternatives that match their life-style – out and in of the workplace. And what higher means for corporations to exhibit their office benefits than by sharing partaking content material that highlights their corporations in artistic, distinctive, and compelling methods?
By doing that, some enterprising manufacturers have managed to draw elevated consideration – and a gifted discipline of certified job candidates. Here are a couple of suggestions from their efforts to help you in your model’s recruitment advertising.
Tip 1: Use social media to put your in-office expertise on show
Social media has grow to be half and parcel to the office expertise, as staff are generally anticipated to leverage key platforms, like Facebook, LinkedIn, and even YouTube, to share firm happenings.
Use #socialmedia to put your in-office expertise on show, says @joderama. #recruiting Click To Tweet
Likewise, potential workers typically take to their favourite social websites to analysis the businesses they’re contemplating of their careers, to get a clearer view of every group’s office values and imaginative and prescient, in addition to to acquire a deeper sense of its less-publicized qualities – like what it’s actually like to work there day to day.
Microsoft Life’s Facebook group: Social-savvy companies may give candidates an insider’s view of the intangible points of labor life from the employees’ perspective. One firm that does this rather well is Microsoft, which has created a Facebook group, Microsoft Life, for its career-focused model followers.
In place of a static cowl picture, Microsoft showcases an attention grabbing video composed of worker pictures and testimonials that talk to the comfortable advantages immediately’s candidates search – like a company tradition that emphasizes range and celebrates workers’ distinctive concepts and contributions. The web page is up to date repeatedly with posts, pictures, and different content material that reinforce these optimistic messages in addition to spotlight how Microsoft’s services assist them in different organizations.
A day within the lifetime of a Cielo Bank worker: Cielo Bank could also be a market chief in credit score and debit playing cards in Brazil, however the firm should still typically battle to entice younger and inventive monetary professionals. To shift the notion of its profession choices from an rigid financial institution to a future-focused employer, Cielo created a video sequence for LinkedIn utilizing earlier program trainees who focus on their each day work life. As a results of the trouble – constructed round common recruiting themes like innovation and high quality of life – the corporate elevated its inbound job functions by 52%, picked up a 2018 Content Marketing Award for Best Use of LinkedIn for Content Marketing, and even compelled a high-profile Brazilian influencer to attain out and ask for a job.
Booking.com elevates the profession expertise: Similarly, video performs an enormous function in Booking.com’s hiring plan, because the journey web site has produced a YouTube channel, Planet Booking, devoted to showcasing particulars of its fascinating workplace expertise. Not solely does the content material characteristic interviews with division managers and conversations with workers, it highlights cultural values the corporate upholds outdoors the workplace, just like the significance of giving again to the group by way of volunteer work.
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Tip 2: Offer training and empowerment to advance careers
As the workforce will get youthful, totally different priorities come into play. For instance, provided that they don’t anticipate to stay in a single job for their entire lives, millennials place a excessive precedence on working for an organization that provides alternatives to increase their ability set and enhance their data base. According to the ManpowerGroup examine, 4 out of 5 say the chance to study new expertise is a high issue after they take into account a brand new job, and 22% intend to take an prolonged break from work to acquire new expertise and .
four out of 5 say the chance to study new expertise is a high issue after they take into account a brand new job. @ManpowerGroup #examine Click To Tweet
To ship on these information-age expectations, companies in recruitment mode can leverage their content material property to spotlight the methods they promote self-education and reinforce the worth of lifelong studying.
GE colleges the long run technology of STEM staff: While it’s widespread for corporations nowadays to provide advantages like tuition reimbursement and on-the-job coaching applications, it takes a very devoted group to promote greater training amongst audiences who received’t even enter the job market for a minimum of a couple of extra years.
That’s what GE did with its 2017 Balance the Equation initiative. You might recall the high-profile launch of this marketing campaign, through which MIT professor and pioneering feminine nanoscientist Millie Dresselhaus was elevated to rock-star standing along with her likeness positioned on T-shirts, billboards, advert spots, and even an emoji. By depicting a life the place society treats girls scientists just like the celebrities they need to be, the initiative goals to encourage the following technology of feminine job-seekers to pursue careers in science, expertise, engineering, and arithmetic (STEM). Then, to put its cash the place its mouth is, GE used the initiative to launch each an academic bus tour of faculty campuses and an organization pledge to put 20,000 girls in technical roles by 2020.
Tip three: Make your content material do double obligation
Your recruitment content material doesn’t at all times want to be constructed from scratch. In truth, the movies, interviews, social media posts, and different property in your advertising campaigns can serve this function with a bit of additional effort.
Recruitment #content material doesn’t want to be constructed from scratch. Repurpose present campaigns, says @joderama. Click To Tweet
For instance, in his keynote tackle at Content Marketing World 2018, Andrew Davis shared an intriguing recruitment marketing campaign produced by Capital Group. The firm repurposed video footage from the TEDx-like talks it repeatedly shares with workers and added interview clips and b-roll to refocus on drawing curiosity amongst job candidates.
Tip four: Shift your all-work-and-no-play mentality
The job search generally is a grind – for each seekers and employers. But including levity into the equation may give either side an edge over the competitors.
Kantega demystifies growth: Kantega, a Norwegian software program growth firm, was wanting for a means to entice expert builders. Demand is excessive for these candidates. To give its recruiting an edge over the competitors, Kantega produced The Mysterious Life of Developers, a mockumentary movie documenting the on a regular basis lifetime of builders narrated within the type of David Attenborough.
After posting on YouTube, the video quickly grew to become a viral hit, producing over 180,000 shares, 60,000 feedback, 200,000 reactions, and 22 million views. And on high of getting picked up by main trade information shops – and selecting up a 2018 Content Marketing Award for Best Use of Video in Content Marketing – it hit the advertising mark by driving a three,571% enhance in site visitors to Kantega’s profession web site.
MailChimp swings for the fences: Of course, digital codecs aren’t the one means to marry leisure and worker recruitment content material. As a first-rate instance, take a look at these baseball playing cards that MailChimp created a couple of years again to go out at job gala’s. As this LinkedIn publish particulars, the playing cards had been enjoyable and straightforward to learn, and offered simply sufficient data on every open place to get candidates focused on speaking with its recruiters.
Beyond constructing consciousness about open positions, MailChimp additionally creates content material that helps take some stress and uncertainty out of the job hunt – comparable to this text posted on its careers web page, which particulars the corporate’s recruitment course of from software to provide. (The solely factor it doesn’t clarify is what that raccoon is doing in its crew picture.)
.@MailChimp creates #content material that helps take stress & uncertainty out of the job hunt, says @joderama. Read extra>> Click To Tweet
Tip 5: Put candidates’ skills to the take a look at
Employee satisfaction is a pleasant factor for an organization to get excessive marks on, however the final aim of an organization’s recruitment course of is to discover the most effective particular person for the job at hand. And for common industries with dozens of certified candidates, it may be robust to gauge which candidates really exhibit the correct mixture of expertise and capabilities somewhat than those that look nice on a resume however lack the flexibility to carry out to the necessities of the place.
Jaguar Land Rover gamifies the job competitors: For this cause, your group might want to take into account creating content material designed to bubble up the most effective candidates to the highest of the interview record. Jaguar Land Rover invited engineering expertise to take part in a crack-the-code problem delivered by way of a mixed-reality app developed for the band Gorillaz. The aim was to entice various, artistic, and extremely expert coders to submit a job software.
Employ your content material advertising to its potential
Employment is a purchaser’s market proper now, so companies want to do all the things they will to compete for certified expertise and preserve their present workforce stimulated and happy. No matter what sorts of roles your organization may look to fill, strategically created recruitment advertising content material might be simply the factor to increase your visibility amongst expert candidates and gas your enterprise with the correct (human) assets.
Interact with hundreds of your fellow content material entrepreneurs – and also you may discover a couple of to put in your hiring record. Attend Content Marketing World Sept. 2-6 in Cleveland, Ohio. Register immediately utilizing code CMIBLOG100 to save $100.
Cover picture by Joseph Kalinowski/Content Marketing Institute