There’s a reason marketing leaders increasingly rely on content marketing to achieve their key objectives: content marketing, when it’s effectively executed, works. According to Content Marketing Institute (CMI), for example, content marketing leaders generate almost eight times as much web traffic as non-leaders. And content marketing is 62% less expensive than traditional outbound strategies, but generates three times as many qualified leads.
Taking a cue from its own research findings, CMI is one of the forward-leaning companies which now uses this proven marketing approach for more than selling its products and services (and one that truly follows its own advice). Specifically, they now use content marketing to hire top content marketers. As CMI’s Kelsey Mayer notes in “How We Used Content to Hire 30 People in One Year:”
“Just like your prospective customers want to hire the best of the best, prospective employees want to work with industry leaders, too. Those future employees want to know that the team they’re about to sign on with is credible, innovative, and ultimately worth committing their talents to — and when it’s done right, your content can show them that.”
Content marketing is especially effective for companies whose top priority is talent acquisition. Distributing relevant and compelling content to the talent pool for key positions helps hugely in creating a relationship with those talented folks, and in creating a positive perception of the company among them. Especially when compared with companies that don’t do this—companies that don’t make the effort to establish that relationship, or share ‘softer’ information about their values and character—it can create a compelling emotional reason for a candidate to accept one job offer over another.
Here are 5 strategies you can use today to improve your recruiting efforts with content marketing:
The Takeaway: Consider Future Employees a New Audience for Your Content Marketing
As you begin to consider the kinds of strategies to attract top talent to your company, content marketing might not initially be near the top of your list. Delve deeper. In the same way that content marketing pulls customers to your products and services, it can also demonstrate to top talent that your business, as an employer, beats out your competitors.
To learn more about the ways our story discovery, content strategy, content development and training services can help you achieve your key objectives and grow your business, get in touch with us today.22