Content for Lead Generation (Based on Candidate Personas)
Content for Candidate Nurturing (Based on Your Hiring Process)
Documentation of your applicants' decision-making process that moves the candidate persona through the journey from starting their information search to considering your brand to applying for an open position.
Content assets aligned with each stage of the prospective applicant's journey.
Triggers are events that cause your candidate persona to search for information. This is critical background information if you hope to answer their questions.
Your candidate persona's goals relate to their trigger issues. Again, critical information to be able to create content relevant to those candidates.
Common questions your target candidate personas are asking and about which your applicants are gathering information.
Your ability to answer those questions with helpful, educational, non-branded information.
Analysis of what topics are most popular for candidates in your industry. Aligning your strategy with trending topics will help your content spread faster across social media, reaching more job seekers and attracting more qualified potential candidates as website visitors.
Suggested blog titles organized by campaign topic. 24 titles total over 3 campaigns; the speed at which these are published are up to you. We recommend 2 per week.
Each title is carefully constructed using a candidate persona's question, your expert answer to that question, and information or content currently trending in that category.
Each recruitment content campaign must have a related piece of premium content, a longer form ebook or white paper that is promoted at the end of each related blog article. This will allow the blog reader to trade their email address for access to the more in-depth content. This is how you are going to generate "information qualified job seeker leads" that do not yet know about your brand.
Detailed guide to organizing your longer form informational content to mirror your recruitment process. Establish trust and credibility, flex your thought leadership, make an actionable recommendation, and provide a clear next step (to learn more about your brand).
3 blog topics delivered via email to job seekers that get "stuck" - who aren't moving forward with an application. Each article will address a common question found at that stage of the candidate's journey.
1 premium content recommendation to recommend your brand.
Detailed guide to organizing your longer form "why choose us" content. Establish the need for belonging to your team, list your products, services or stand-out culture to address the need, outline the process for working with you, and provide a clear next step.
3 topics delivered via email to job seekers that get "stuck" prior to applying. These are typically current employee stories or case studies. Each will address a common pushback to working for your company.
The easy offer that will allow job seekers who are ready to apply to contact your recruitment team or fill out an application easily.
The value added offers to capture job seekers who are on the fence, giving your outside recruitment team a chance to help them take the next step and add some value at the same time.
Detailed follow up procedure for the recruitment team to ensure that real feedback on the content's effectiveness drives the improvement of this plan over time.