A couple of years ago I put together a mind-map of marketing touchpoints. It took into account all the ways a lead could interact with our brand. Not surprisingly, at the core was content. Since then, my focus has shifted toward candidates and candidate nurturing. What I’ve found is that the keys to successful traditional content marketing are directly applicable for recruiting marketing content planning.
I’m not talking about content for the sake of content. I’m talking about strategically planned and coordinated content that rolls up to core recruiting strategy.
Understanding that content is the nucleus of everything will help prioritize it’s development. All too often content is seen as an afterthought or simple task, even in the era of content marketing. Remember, unless you are retained, your jobs aren’t unique, but your ability to keep candidates engaged so they come to you first, can be.
And if content is the nucleus of everything we do, then it’s sub-atomic makeup are the elements that make up a content strategy.
The building blocks of a recruiting marketing content plan are candidate categories, content types, distribution, production and content topics. Once combined they create the content strategy. That strategy becomes the touchstone that great content will be built upon.
Let’s look at these components in-depth.
THE BUILDING BLOCKS
Candidate Categories– A good content strategy starts here. Basically the category represents the ideal candidates for each type of content. You want understand what they care about, other than jobs.
Content Types – These are the types of content you’ll be producing. All types of content can be incorporated here: blog posts, core site content, video, slides, surveys, research papers.
Content Topics – This is what you’ll be writing about. At this phase you want to address the buyer persona’s interests and connect your brand’s expertise with those interests. They are the strata of topics that interconnect and likely to peak your audiences interest.
Production – The who and how of content production. You’ll likely produce some content in-house, but some content assets may require external expertise, like graphic designers or video expert. Having this process documented will help keep things moving. This is always one of the hardest parts of implementing a recruiting marketing content plan and why Herefish includes all of your content creation as part of the core package.
Distribution – This is where you’ll send the content you produce. For core site content like jobs, about or career advice, your distribution target is your CMS or website. Other content will be more specialized, like presentations to SlideDeck or Video to YouTube. Similar to the content, Herefish does include a site to house all of this and more as part of the core package
Measurement – How are you going to measure what content is effective is just as important as producing it. Some content will have different intents like brand awareness or lead generation. You’ll want to flush this out ahead of time so there is no ambiguity during your retrospective. Again, measurement is key and knowing the detailed analytics is key to success, that is why it is also part of the core package of Herefish.
For a good breakdown of traditional content marketing measurement, checkout the SmartInsights post. If you’d like to discuss the specifics for recruiting we love talking about it, even if you don’t use our system, please feel free to contact us for a quick chat.
With the building blocks all working together, you now have yourself a plan.
A solid content strategy removes doubt on who you’re writing for, what they care about and who’s responsible for getting it done and out the door.
Your content strategy will also serve as a touchstone for any new hires or freelancers that you bring on board. Operationally this will cut down the learning curve and get people creating.
Creating content that references a plan makes it infinitely easier to produce. It also ensures that the content produced for different channels stays on-point and relevant to whom it’s intended.
So, whether you’re plan includes simple blog posts or complex, multi-channel campaigns, start with the building blocks and create great content.
For more about content marketing check out the Content Marketing Institute’s resources. If you’d like discuss recruiting marketing content planning, feel free to contact us or check out how it works for recruiting content marketing.