How can you use content to support your talent supply chain?

1 Define your employer value proposition

Your employer value proposition (EVP) is the unique set of benefits and opportunities that you offer to your current and potential employees. It reflects your culture, values, mission, and goals as an organization. Your EVP is the foundation of your content strategy, as it helps you communicate what makes you different and desirable as an employer. You should craft your EVP based on your target talent segments, their needs, preferences, and motivations. You should also align your EVP with your business strategy, vision, and values.

2 Create and curate relevant content

Once you have defined your EVP, you need to create and curate content that showcases it. Content can include blog posts, videos, podcasts, webinars, newsletters, social media posts, case studies, testimonials, and more. You should use a mix of formats and channels to reach and engage your audience. You should also use content to educate, inform, inspire, and entertain your talent pool. Content should highlight your achievements, challenges, innovations, culture, impact, and opportunities. You should also curate content from external sources that align with your EVP and add value to your audience.

3 Distribute and amplify your content

Creating and curating content is not enough. You also need to distribute and amplify it to reach your talent segments. You should use a variety of platforms and methods to share your content, such as your website, career site, social media, email, podcasts, events, and partnerships. You should also optimize your content for search engines, keywords, hashtags, and mobile devices. You should also encourage your employees, customers, partners, and influencers to amplify your content by sharing, liking, commenting, and recommending it.

4 Measure and improve your content

Content is not a one-time activity. You need to measure and improve your content regularly to ensure that it is effective and relevant. You should use analytics tools and feedback mechanisms to track and evaluate your content performance, such as views, clicks, shares, likes, comments, leads, conversions, and retention. You should also use data and insights to identify your content gaps, strengths, weaknesses, and opportunities. You should also test and experiment with different content types, formats, channels, and messages to find what works best for your talent segments.

5 Build and nurture relationships with your talent

Content is not only a way to showcase your EVP, but also to build and nurture relationships with your talent. You should use content to create and maintain a dialogue with your talent pool, not just a monologue. You should use content to listen, respond, interact, and personalize your communication with your talent. You should also use content to provide value, support, guidance, and recognition to your talent. You should also use content to create a sense of community, belonging, and trust among your talent.

6 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?