By Jessica Miller-Merrell 

The race for the right candidates is moving faster than ever and recruiters are responding by trying out new ideas to reach the best and brightest. One of the most effective techniques that we’re seeing used today is a focus employment branding throughout content. We know that content is king, and we’ve found that it’s not only a great way to reach candidates but also provides us with countless opportunities to brand our companies as employers of choice – the type of place that anyone who comes across our content will be intrigued by.


The challenge with such a focus on content and using it to showcase an employment brand is that after months or even years of using content to attract candidates, things can get stale. While you must keep content fresh, it can be challenging since the messaging is likely strategic. The answer to creating candidate content that elevates your employment branding efforts is where you share.


Get creative with these three channels by creating new content, repurposing previous content and meeting candidates where they are.


Podcasting

Podcasting is my new love in the content world. I’m especially drawn to how it can be as structured or as laid back as your brand requires, how easy it is and the personality and employment branding you can infuse in each episode. I’ve now created around 50 Workology podcasts, and it hasn’t been an enormous commitment to record the 25-30 minute episodes.


Many employers are seeing the benefits of podcasts for employment branding, such as Marriott’s The Wandernaut Show that is geared toward reaching millenials. It’s innovative, creative and helps the company stand out to young candidates among the hundreds of other employers in the hospitality industry.


Periscope

Periscope is fairly new on the scene but live video broadcasting is the future of not only recruiting but our day-to-day lives as well. Early adopters have already seen a great deal of success with the app, such as HootSuite’s Operation #FollowTheSun campaign. The company has been able to engage candidates across the world in a new and exciting way that increased engagement and promoted their employment brand with simple real time streaming video.  


Virtual networking and events

The majority of our candidate pool lives and breathes online, so it’s not much of a leap to hold a virtual job fair or networking event. These are growing in popularity and are a great way to build relationships, answer questions and get to know your job seekers. They’re efficient, provide a much wider reach than your average job search event and are certainly cost effective. The easiest way to do this is my using a talent network technology that enables this type of event, such as TalentCircles.


Employment branding is all about sharing resources, information and insights into what makes your company a great place to work. In this competitive candidate market, it’s imperative to use content and your creative assets in new and exciting ways to engage the best candidates for your company.

TalentCircles is the most comprehensive candidate engagement platform on the market. Take a product tour or request a live demo today. 

Jessica Miller-Merrell, SPHR is a workplace and technology anthropologist specializing in HR and recruiting. She’s the Chief Blogger and Founder of Blogging4Jobs and author of The HR Technology Field Guide. You can follow her on Twitter at @jmillermerell.

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