Hi, I’m Martin Couzins and I’ll be posting two guest posts for Bill this week – one today and one on Thursday.
Today I wanted to take a look at some of the great examples of content marketing we are seeing in the recruitment space. Having followed Bill’s endeavours with Hard Rock Cafe and having attended last week’s Social Media in Recuitment conference it would seem that content is the big buzz for recruiters.
If you are wondering what the term ‘content marketing’ means then here is a definition from Joe Puluzzi on the Junta42 blog (a great content marketing resource).
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
For recruiters that target audience is mainly jobseekers. And for this audience we are seeing some interesting content marketing to help drive engagement and ultimately fill positions.
As I’m on Bill’s blog it would be impolite not to start with a link to his work with Hard Rock, where Bill worked with Hard Rock to build a Facebook page to recruit for a new opening in Florence, Italy.
Clearly, Hard Rock is a strong brand ie you know what it stands for and you know what you get when you walk through the door. But that does not necessarily mean that you build a FB page and the right people will come. Create the right type of content and they will come, which is exactly what they did.
Last week’s Social Media in Recruitment conference featured quite a few case studies of companies/recruiters doing interesting things with content.
One niche recruitment consultancy – Redfox Executive Recruitment – is having great success distributing content using a variety of social media channels. I spoke to founder Max MacGillivray who told me that he sees his company more as a communications company because he is providing relevant industry content to his audience. How many recruitment consultancies would say that?
Particularly interesting is the fact Redfox has created a bespoke news feed which clients can also sign unto via email. Each week Redfox industry news is emailed to more than 8,000 people globally.
On a much larger scale, The Army and security services provider G4S also presented how they use content to engage with jobseekers. Both use different approaches – G4S pulls people into a secure forums area on its career site, The Army uses Facebook and Twitter to engage with its core demographic (16-24 year olds). For both organisations, content is the key to attracting and engaging the right type of people.
We are seeing a wide range of approaches and channels for creating and distributing content. I hate to say that content is king for recruiters, but it would seem that it is.
All of the examples I have pointed to here adhere to a few basic rules, which anyone in recruiting can follow – and at low cost.
- Identify target demographics
- Understand where they are on the web and how they like to be communicated with
- Create relevant and useful/interesting content
- Distribute in the right place and at the right time
- Participate in the conversation – publishing any content is always the start of something
- Continually evaluate the impact of your content and tweak your content marketing accordingly
It goes without saying that all your content marketing efforts will be wasted if the experience at the end of the journey is poor. So, make sure the user destination is well designed with the right calls to action and prompts in the right place.
Bill will be talking through the Hard Rock Facebook case study at #Tru Amsterdam.