Remember when the newspaper’s classifieds were the best place to search for a job? WANTED: Advertising Agent
Must be skilled at manipulation and selling things without value. If you are someone who could sell a ketchup popsicle to a woman in white gloves, this job’s for you.
We’ve evolved a bit, with digital platforms like Monster.com, but what’s really changed is the journey people go on after they encounter your listing.
They visit your dot com. They scour the Internet for videos, blogs, and articles about you. They visit your social media to see how your brand interacts with the world. The more content they come across, the more they’ll consume — if they’re interested in you.
That makes content creation pretty stinkin’ important from a recruiting standpoint. And why wouldn’t it be? If you were going to spend 40+ hours a week, wouldn’t you be curious what you were getting yourself into?
Of course you would! You’d want to see what the people look like. What the office feels like. You’d consume anything you could find to help give you an accurate depiction of your life there.
That’s why content is key! If you don’t have it, you risk a potential hire becoming more interested in another company they’ve established an emotional connection with.
That’s also why you’ve got to have good content. And, for the record, good doesn’t always equate to the highest production value. Good simply means being able to say yes to the following questions:
- Is it relevant?
- Does it add value?
How do you know if your content is relevant? Put yourself in a potential new hire’s shoes. What would you want to know? What would you want to see? Then go make that.
How do you know if your content adds value? Spoiler alert: if your website is full of stock photos and copy nobody reads or believes, you’ve got some work to do. Is your content a truthful depiction of what it would be like to work there? Does it help them determine if they’d be a great fit for the culture?
That’s where video in particular can be so helpful. It allows you to prove your claims by showing, not telling. Because, let’s be honest, millennials already don’t believe what you’re selling. But that’s a whole other conversation for a whole other day.
Go. Make content. And make it good.
Written by Nicole Ayres, Senior Story Lead