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How can you use content marketing to improve your employer brand?

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Content marketing is not only a powerful way to attract and engage your customers, but also a great tool to showcase your company culture, values, and vision to potential employees. In a competitive talent market, having a strong employer brand can help you stand out from the crowd and attract the best candidates for your team. In this article, you will learn how to use content marketing to improve your employer brand and build a loyal and passionate workforce.

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Chris Le'cand-Harwood ??
Kris Holland
Kitkat Galvey

1 What is employer branding?

Employer branding is the process of creating and communicating a positive and distinctive image of your company as an employer. It involves defining your employer value proposition (EVP), which is the unique set of benefits and opportunities that you offer to your employees in exchange for their skills and commitment. Your EVP should reflect your company's mission, vision, values, culture, and goals, and align with your target talent's needs and expectations.

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Ryan Hemmant

Recruitment Marketing || Talent Attraction || Candidate Experience
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Your employer brand is what candidates and employees say about you when you’re not in the room. Employer branding is influencing those voices through showcasing authentic and impactful content. A fancy tag line, or EVP is only 1% of the overall picture. Often something companies dedicate too much time to defining and refining, compared to other priorities.

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2 Why is employer branding important?

Employer branding is important for several reasons. First, it helps you attract and retain the right talent for your business. By showcasing your company's culture, values, and vision, you can appeal to candidates who share your passion and purpose, and who are more likely to fit in and perform well. Second, it helps you reduce hiring costs and time. By creating a positive and distinctive employer brand, you can increase your visibility and reputation in the talent market, and generate more referrals and applications from qualified candidates. Third, it helps you enhance your customer brand. By having a happy and engaged workforce, you can improve your customer service, loyalty, and advocacy, and create a positive feedback loop between your internal and external stakeholders.

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Rob Wade

Content Marketing, Creative, & Communications Leader | Storyteller, Copywriter, & Editor
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Sometimes, employer branding is more important than others. If your company is growing, you need to attract and retain employees. But if it's not — when your company isn't hiring, the economy's uncertain, or expenses are being cut — refocus marketing dollars on activities that drive demand.

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3 How to use content marketing for employer branding?

Content marketing is an effective way to communicate your employer brand and attract and retain the best talent. It involves creating and distributing relevant and consistent content to showcase your company's culture, values, and vision. Here are some tips on how to use content marketing for employer branding: first, define your employer brand persona - this is the ideal profile of your target talent, based on their demographics, psychographics, motivations, and pain points. Second, create a content plan - this should include the types, formats, topics, and frequency of your content, as well as the distribution and promotion methods. Third, produce engaging and authentic content - use various types of content to showcase different aspects of your employer brand. Fourth, distribute and promote your content - use various channels to reach your target audience. Finally, measure and improve your content - track the performance of your content marketing strategy using metrics such as traffic or leads. By following these tips, you can use content marketing to build a loyal and passionate workforce that will help you achieve your business goals.

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Chris Le'cand-Harwood ??
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Content marketing is about providing true value to people through your content. It’s not about self promotion. Offer enough value to then turn future talent into subscribers. And then turn them into candidates. Help and inspire first. Sell second.

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Kris Holland
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Get your people involved. Use video. Tell stories. The most important part of your business is the enthusiasm with which your people talk about it.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kitkat Galvey
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Highlighting company benefits, employee programs, CSR efforts, etc remain crucial pillars to building the employer brand but now more than ever EB professionals should be utilizing employee-generated/initiated content because of its authenticity and relevance. Top talents value people-centered stories and content, especially when the employees themselves are telling it.

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How can you use content marketing to improve your employer brand?

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1 What is employer branding?

2 Why is employer branding important?

3 How to use content marketing for employer branding?

4 Here’s what else to consider

Content Marketing

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How can you use content marketing to improve your employer brand?

1

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1 What is employer branding?

2 Why is employer branding important?

3 How to use content marketing for employer branding?

4 Here’s what else to consider

Content Marketing

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