How does content marketing support employer branding?

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Businesses attract and retain customers by sharing valuable content with them. Through strategic content marketing brand awareness grows which builds customer trust. Content marketing is also a way for companies to promote their brand to potential employees – this is known as ‘employer branding’.

According to Glassdoor, employer branding is a concept that has become increasingly important since businesses ‘began applying well-developed product branding principles to the employee experience for the purpose of growing more competitive in their ability to recruit top talent.’

How content marketing shapes employer branding

Employer branding shows potential employees what it is really like to work for your business.

Employer branding works best when it is authentic and communicates employees’ genuine experiences of your organisation. You need to ensure that all your employer branding reflects your true practices. This is where content marketing is so important. It is through high-quality content that you can best convey your employer brand.

A strong employer brand communicated through an effective content marketing strategy impacts the quality of candidates you attract to your business.

Recruitment

Recruitment

According to research by Linkedin, the current ‘employee-driven market’ means that candidates can be more selective and a key factor driving their selection process is employer branding.

  • 9 out of 10 candidates say they would apply for a job with an employer who is actively maintaining their employer brand (TalentNow)
  • 50% of candidates say that they wouldn’t work for a company with a poor reputation as an employer, regardless of the pay (EveryoneSocial)
  • 83% of talent acquisition professionals assert that employer branding has a significant impact on the quality of hires (PathMotion).

Employer branding has an impact from the moment a potential candidate engages with any of your content. When they read your job advertisement, website, blog posts, company newsletter etc. they know whether your company is the right fit for them.

Your content must surpass your competitors’ and position you as the employer of choice if you want to attract the best talent.

Employee influence

employee influence

Since employer branding is about defining and communicating your unique value as an employer to new employees, your existing employees must be at the centre of this process. It goes without saying that happy employees who are genuinely valued will champion your brand.

Employees for companies with ‘strong employer brands’ prove to be significantly ‘more invested and present lower turnover rates’ (Entrepreneur). This is because a strong brand cannot be built without the collaboration of existing employees. Effective collaboration will only take place if employees are genuinely happy at work.

Your employees have a significant impact on the perception of your brand by candidates. Indeed, 50% of employees already post content about their experiences at work online, and a third of those do so without their employer’s encouragement (PathMotion).

Employees who feel proud of their company culture can become brand ambassadors, referring new talent and promoting your company by word of mouth or online.

How to create engaging content for employer branding

The most successful content for employer branding:

  • Defines your message
  • Nurtures your culture
  • Influences positive brand perception
  • Builds brand advocacy
  • Enhances candidate and employee experience
  • Treats candidates like customers
  • Tells your brand’s story
  • Inspires and motivates
  • Elicits conversation
  • Targets desirable candidates
  • Contributes to corporate branding.

Two of the most cost-effective and time-efficient ways to create successful content for employer branding are through:

*Website content that is goal-orientated, clearly written and designed for the customer.

*Blog posts that provide accurate, reliable information the customer really wants in an identifiable brand voice.

High-quality blog posts and webpages strengthen employer branding

entice top talent

By investing in high-quality regular blog posts, you can develop consistent and targeted company branding that will entice top talent. Job seekers ‘often check out a company’s blog to get to know an organization on a more human level’ before applying for or accepting roles.

Blogs also provide the ideal soft-sell solution for recruitment as they can reach and inspire individuals who may otherwise not have found you.

Posting quality content in a blog regularly will have a positive impact on your employer branding by:

  • Establishing your company as an authority in your field
  • Displaying your company’s authenticity
  • Highlighting your advantages above competitors
  • Showcasing your organisation’s personality
  • Demonstrating your commitment.

Successful web content will help you to reach the right candidates and drive their applications.

All pages of your website should be:

  • Accurately written
  • In your brand’s recognisable voice
  • Tell your brand story
  • Be consistent with your other employer branding content.

This is particularly important on your careers page, since the careers page is the first place a potential candidate is likely to look when they are seriously considering applying. This page should be used to share stories about what it’s like to work for you, reinforce your values and highlight your company culture.

The benefits of content marketing for your employer branding

80% of HR managers state that investing in employer branding can reduce hiring costs dramatically and that written content, such as blog posts, are a highly cost-effective solution for employer branding. Indeed, roughly 1 out of 3 recruiters claim that candidates respond to content more than any other factor in the recruitment process (JOBBIO).

Ensuring that your content marketing strategy effectively supports employer branding increases your bottom line by lowering your recruitment costs.

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