4 steps to a careers site content strategy

Over recent years marketing has changed. There has been a huge shift from advertising-led marketing that pitches a company’s products and services – to a content-led approach. A content marketing strategy aims to create and distribute valuable, relevant and consistent content to a well-defined target audience. It aims to help rather than hype. And content marketing is just as relevant to careers sites. After all, beautifully constructed careers sites can end up thin on the ground. If you can combine design with meaningful, integrated content then you will get the most value out of your careers site.

What does content meant to you?

Does it mean text on a webpage? Does it mean a downloadable pdf? Perhaps a witty tweet? Or does it mean… MORE?
In this series, we’ll discuss key content markers, beginning with what content means to us and moving on to discuss:

• Culture Content (hint- it’s got nothing to do with One Directions’ latest tour dates).
• Recruitment Content, and how to integrate this with other types of content so it doesn’t stick out like a sore thumb!
• Finally we’ll explain our theory on modern careers content. We believe this is the holy grail of career site content strategies. Achieve this level of content mastery and your biggest problem won’t be how to attract first class candidates, it will be who to exclude from your shortlist.

From GOOD to IMMERSIVE content

Like good website design, GOOD content can stop candidates bouncing off your site. It could be a striking image- it could be a catchy header. Even a few interesting paragraphs.
GOOD content, is not necessarily ENGAGING content. It may not include a Call to Action (CTA) that requires engagement from a candidate.
ENGAGING content demands attention. It’s an attention seeker. It says “You need to watch this employee testimonial. Missing it is a very, very big mistake”.
But one piece of ENGAGING content a careers site does not make. Engaging content can be undermined by less relevant content. It can be undermined by its position in the candidate journey.
IMMERSIVE content is where your content strategy should be heading. It is diverse, it is connected, and most importantly of all, it is personalised. IMMERSIVE content can take each and every candidate on a profound and personal journey, regardless of the position they are interested in. It can inspire powerful feelings of trust, respect and admiration. It removes psychological barriers to application, reduces cost of hire and increases the ROI of your careers site.

That is what careers content means to us.

In the next issue we’ll look at how to create immersive Culture Content.