Your company’s story is unique.
Meeting prospective candidates where they are helps to ensure your message is received. But you want candidates to do more than see your company’s message, you want it to resonate with them.
The goal of employer branding is to be in the right place to attract the right talent, at the right time — that’s why having a content calendar is a necessity.
When adding content to the calendar, ask yourself these three questions to help guide you in the right direction.
1. Does this message have an employer branding angle?
2. Where can I plan ahead or add placeholder content?
3. Where am I sending qualified candidates?
Does this message have an employer branding angle?
Companies regularly have news or press releases to share with external audiences. That’s good news! This is a great opportunity to repurpose that content, but give it a unique employer branding angle. Ask yourself “who is the professional or team behind this story?”. Congratulations — you found an employer branding angle.
Where can I plan ahead or add placeholder content?
Add important dates and company holidays to your content calendar. This gives your content some milestone moments to reference, plan for, and edit content around. If your team is unsure of the what, at least you can plan for the when.
Where am I sending qualified candidates?
Attracting talent is step one, but winning them over is step two. Ultimately, you want your employer brand to make them eager to apply when roles become available.
Ensure you have a customer journey planned out to confirm your top qualified candidates can either enter a talent pool or connect with a talent acquisition specialist. Determining the candidates’ destination is the purpose of building an employer brand.
By designing a content experience your top candidates resonate with and enjoy will ensure your company is attracting, converting, and retaining amazing talent for your company’s success.
Need a partner to help you set up a process for developing your Employer Branding content strategy? Click the “Let’s Talk” button below.
