Employers Need to Become Career Newsrooms

emplyer-contentFactset, Sodexo, Amtrak. These companies all have one thing in common when it comes to marketing themselves to job seekers.

They all create large amounts of content distributed via social media that is geared toward prospective candidates.

Today’s job seeker is more savvy than ever. They want desperately to know what your company is like to work for. They want to see where they’ll be working. They want to understand who they’ll be working with.

Career content allows employers to be proactive and craft their own story. It makes job seekers think of them differently.

For example, when Sodexo puts a job search tip on its Facebook page, it gives candidates practical advice that leads toward building trust in the Sodexo brand name.

When Factset welcomes a new employee on Twitter with a picture it shows off a bit of its company culture and gives candidates a taste of the onboarding process.

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And when Amtrak publishes countless photos of its employees in action, it gives job seekers a glimpse into life on the rails.

So if your company wants to drive more traffic to your career site, start creating content that resonates with your target candidate. If you want to attract more quality candidates start telling them what to expect. Be honest. Be transparent. Be real. Act like the companies above and take a proactive marketing approach to wooing new hires.

With that in mind, I’ve created a slideshow with 16 examples of content every employer should be creating each week. It will help your recruiting team become its own “newsroom.”

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10 Comments on “Employers Need to Become Career Newsrooms

  1. “Career content allows employers to be proactive and craft their own story. It makes job seekers think of them differently.”

    And therein lies the problem with such an approach. What companies pitch people vs what they actually deliver is a gap that needs to be addressed before such a strategy is implemented, or it will result in higher turnover and backlash, leading to a potentially worse reputation via more independent rating media.

  2. Well, getting a branded powerpoint embed in here kind of proves that the analogy to a medium that’s inherently unbiased and objective is probably at least a little misguided.

      1. That was what I took from his comment, which makes this fit the mold of most hiring practices, to be blunt. Unverified nonsense masquerading as ‘truth’ of some kind. And it’s necessary for most, because what’s been verified to date, that to get and retain people you should pay them well and treat them well, is the one approach most companies these days are averse to trying.

  3. Chris, thank you so much for included Sodexo in your article and for the kudos around our content strategy. I like that idea of “Career Newsrooms” and couldn’t agree more. My content team is great when gathering content from our numerous sources company wide and crafting messages that resonate with our targeted audience. I think the key is a healthy mix of people stories, career highlights, discipline-specific/industry news, job campaigns, newsletters and job seeker tips etc.

  4. Hey Matt, I’m not selling anything in this article. Its merely meant to give other recruiters ideas. ERE asked me to contribute and I did so. I have no hidden agenda.

    Re: Medieval – I’m not advocating you lie about your culture. If you notice all my examples are things you cant really fake. If companies truly want to attract enough of the right candidates they need to start sharing whats happening inside the org. And I think the companies mentioned would strongly disagree about calling these ideas ‘unverifed nonsense’.

    1. Then please put forward the objective evidence with measurements and KPIs that show before and after results, and make at least some attempt to control for other variables to show the true impact of this method.

      No one ‘advocates’ lies in their marketing hype, but that’s what ends up there, and especially in recruiting material. There isn’t a single company on the planet that doesn’t claim to care about its employees, do they all pay well? Do they all treat people equally well? Do they all offer a decent benefits package? Do they all offer off-time, or paid off-time? Do they all have reasonable hours?

      In a nutshell, do they all address and respect the basic ‘hygiene’ factors of work that create moderate to severe dissatisfaction if ignored? The simple answer is no, but is there a single one of them that would admit that, much less put it in recruiting material? Therein lies the problem. Like it or not there are objective measures we can apply to determine just how much companies truly value their employees, and the basic measure is how much they are willing to pay for them, which includes monetary compensation as well as non-monetary compensation like benefits, vacation time, flexible hours, etc. Not all companies measure up, but every single one of them claims to be the best, or at least a contender. It can’t be true for all of them, so I guess some of them are lying.

  5. Enjoyed the article very much. Great outline and format for continued positive branding for any company.

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