Beyond the tips, tricks, tactics and hacks for helping you build content that communicates your employer brand, beyond formats and social channels you hope will build brand loyalty, beyond the myriad ways you can measure the content’s value, there’s one thing that no one talks about – despite it being the most important reason content works.
To begin with, can we concede the following?
- Allowances given, prospects feel like how they are treated as a prospect will indicate how they are treated as an employee.
- While salary and benefits are important, what most people (specifically the best talent) want out of their next job is opportunity.
- Most people have an imperfect or incomplete understanding of your brand and employer brand.
- In a world of LinkedIn, Glassdoor, Google, social media and rampant reviews, there has never been a time when prospects had more third-party information about you at their disposal.
- Content’s value is very hard to measure in a strict sense: it can attract and repel in equal measure, and without a way of scoring candidates, it’s hard to see that it is attracting better fits and repelling poor fits.
If this is all true, and experience and data tend to bear this out, the reason you invest in content to support and enhance your talent acquisition efforts is because communication is caring.
Communication = Caring
If I don’t communicate to you what the job is like, what the office is like, and what the brand is all about, I must not care about you.
If this doesn’t frighten you to your core, you’re not paying attention. Let me put it another way. You pay recruiters to go find great talent, to communicate with them, to show them how great you are as a brand, and to woo them (in a completely professional sense, of course) into considering you as an employment possibility.
But you don’t pay anywhere near as much attention to the masses of people who read your job descriptions and reviews or visit your career site. Those people, who have volunteered to get information about you, who are so hungry for it that they will spend their own time reading all about it on those third-party sites, are being fed job descriptions that don’t describe anything and brand information that isn’t informative.
It’s the Groucho Marx school of talent acquisition: Don’t communicate with anyone who would actually want to talk to you.
What percentage of your potential prospects make it to your job descriptions and career site but bolt before they can reach a recruiter? 80%? 90%? 98%? 98% of your leads are leaving before you can treat them like people you would actually want to talk to.
Cats are like this. They hate the toys they have, but obsess over the string dangling just out of reach. It’s the Groucho Marx school of talent acquisition: Don’t communicate with anyone who would actually want to talk to you.
This is a strategy doomed from the start.
Because beyond only communicating with the 2% of prospects your recruiters are talking to, the lack of communication casts a shadow far beyond that initial touch point.
If what your best prospects want is opportunity and you are establishing an employer brand that doesn’t care about its prospects, do you think people will see an opportunity to grow and make an impact in a place where no communication is happening?
Not communicating openly about who you are to the people who are hungriest to learn about you sets a tone for the relationship. How can you get someone to fall in love with you (again, in a professional manner) if you don’t say anything? The days of the “strong silent type” in brand mechanics are over when it takes three clicks to learn the truth behind the curtain from those who are there.
This is the power of recruiting content: it reveals in a clear, easy-to-comprehend manner, how much a brand cares about its prospects and employees. Even if you have amazing staff who love coming to work, not communicating openly about that fact is equivalent to not caring from an outside perspective.
So start telling stories. Start talking about and with your employees in a way that is clear and shows how much you care about their success. This is how content works best, and telling more stories puts you in a better position to attract talent, even in a crowded talent marketplace.