The current U.S job market is anything but normal. Job growth is happening, but unemployment is edging up. We’re in uncertain times, but that doesn’t mean that companies aren’t continuing to look for the right candidates. And with so many talented, skilled individuals in the job market, companies are getting inundated with applications.
At a conference recently, I heard from countless HR executives who all said the same thing: We’re getting thousands of resumes, but we’re not attracting the right candidates.
So, how do companies find qualified candidates who actually want to work for them? By creating the right type of content.
It can be tough to get into the mind of a job seeker. What one person wants might not resonate with another. When you’re creating content, keep your ideal candidate in mind. Where do they ‘hang out’ online? What type of content do they consume?
But while different generations, industries, and seniority might want slightly different content, it’s safe to say that candidates in today’s job market want these two things:
People want to be spoken to like a human, and by other real people. We’re in an era of transparency. Everything is on the internet, and people are demanding — and craving — authenticity in all forms of content. Employer branding content should follow suit.
Authentic and transparent content helps people make decisions on where to invest their time. It also weeds out potential candidates that aren’t the right fit. Companies want candidates who genuinely want to work there and are excited about what products or services it offers. To attract those candidates, you have to connect with candidates through content. If your company presents itself as it truly is, it’s more likely to receive candidates from people who resonate with that authenticity.
Building on authenticity, candidates want to envision themselves working at your company. They can only do that when they know what it’s like to work there. This type of content has been made for years. Now, it needs to go a step further and get hyper-focused on specific offices, specific managers, and specific teams.
For example, a 90-second video that shows what it’s really like to work in a company’s Detroit office as a backend software engineer for a specific manager. This type of video will immediately help someone applying for a software engineering job at the company’s Detroit office understand what their day-to-day job could look like. It introduces them to their potential future manager and/or team members. It allows them to determine — before they even apply — if they’d be a good fit for that office and team.
In short, candidates today want content that helps them understand what it’s truly like to work at a company. Not at a high level — at a micro level.
I always hear how content is too expensive, or too onerous, or too complex to create. That doesn’t need to be the case, especially with a clearly outlined plan.
Of course, creating content that isn’t doing what it was intended to do can feel onerous. And investing in content isn’t always the cheapest option. But when you create employer branding content to attract the right candidates, the investment is usually worth it.
Companies of all sizes that are either already investing in content or considering it should think about these questions: How do we introduce content in new and exciting ways? Is it a TikTok-style video? LinkedIn newsletter? A simple email?
Create content that candidates want, when and how they want it.
It’s time to think about employer brand content through a new lens. Want to learn more? I’d love to chat.
P.S: Companies like Purpose Jobs and The Muse create this type of content.