Employer Branding Content: The Top 10 Topics Candidates Care About
Most recruiting teams have branched into content in some respect. Talent acquisition is now coordinating employee-written testimonials, posting updates on social media, and even hiring writers, designers and videographers to produce stories about their employer brand. But what types of content actually motivate candidates to apply?
Recruiters focusing on content want to make sure the materials they produce have an impact. Survey results from The Talent Board’s 2015 North American Candidate Experience Research Report found that applicants first and foremost want to know if a company shares some of their values and objectives. Candidates also pay attention to the potential employer’s products and services, and the satisfaction of their current employees.
When candidates in the survey were asked to choose up to five types of marketing content they considered most valuable before applying to an organization, these were the top ten answers:
10. Awards Received Relating to Employee Experience (12.8%)
Based on the Talent Board survey, almost 13% of candidates want to see a bit of boasting from potential employers. While covering your career site with a myriad of accolades might look like overkill, it’s not a bad idea to work some awards into your employer branding content. Social media posts and blog posts will let candidates know you’ve been recognized as a quality employer.
9. Employee/Recruiter Blogs (15.5%)
Many employers have added blogs to their corporate pages and career sites. The trick is to make them highly visible, and ensure the content is worth reading to candidates. Dropbox, for example, features a tech blog as part of its career website, with posts written by the company’s engineers. So consider the staff you already have, and the projects your company focuses on, to guide the types of content you publish for candidates.
8. Community and Sustainability Initiatives (16.2%)
Within the broad spectrum of values that candidates look for in an employer, one stood out in particular in The Talent Board’s survey–initiatives based on community and sustainability issues. Recent research has found that an overwhelming majority of Millennials want to work for an organization that cares about its impact on the community. Recruiters should be sure to devote a portion of their employer brand content to any community-based programs or results.
7. Frequently Asked Questions (19.5%)
FAQ’s are a must on most websites, including your career site. They can provide most of the basic info candidates would otherwise have to search for, and can even help weed out unsuitable candidates. Think about the questions candidates might ask before they apply, and see how many of those can be answered in on an FAQ page. Plus, a well-written FAQ section can also boost your career site’s SEO, attracting even more candidates.
6. Diversity-Culture Information (19.6%)
Diversity in the workplace is an increasingly important issue to candidates and employers alike. And that makes up the larger picture of an organization’s culture. So if job seekers can’t find content that portrays your office culture, or promotes your diverse workforce, they may be discouraged from applying. Some companies are widely sharing stats and programs related to diversity and inclusion. Your employer branding strategy doesn’t have to take the same approach, but it should find some way to highlight culture and diversity in readily accessible content.
5. Financial Information (22%)
This category can mean different things, but it’s likely some candidates want to know if an employer is financially stable and poised for future growth. If an applicant doesn’t see success for your company down the road, they may also worry that promotions, salary increases and career development won’t materialize for them as potential employees.
4. Answers to ‘Why’ People Want to Work Here (30.8%)
As part of employee testimonials, many candidates specifically want to know why another person chose to work at your organization. What tipped the scales in your favor? While websites like Glassdoor and Comparably can already provide some insight, recruiters should be asking current employees this question and publicizing the responses. Here again a well written employee blog post or a short, engaging video can clearly provide the content applicants are looking for.
3. Employee Testimonials (34.9%)
You can tell a candidate how great your company is to work for, but many want to hear genuine feedback from existing employees who aren’t trying to recruit them. Videos featuring members of your workforce, that don’t feel too scripted, are a great way to engage potential candidates. Recruiters should always be thinking of current staff as employer brand ambassadors, who can help spread your message through social media and blog posts, and refer future applicants.
2. Product/Services Information (36.6%)
Do you take pride in the quality of your products? Your corporate marketing and your employer brand should be working together, because it’s not just consumers who want to know more about the services you provide. Candidates can tell a lot about a company by its products, and even if they can’t get this information from you, they’ll also be scouring the web for third-party resources and reviews.
1. Values (41.8%)
To candidates, the most important types of employer branding content focus on the organization’s values. These could be Facebook posts about recent advancements in gender equality, press releases about corporate philanthropy, or even a blog post from an employee about the objectives they support within the company. Millennial workers are especially motivated by the missions and values of different employers, so content that emphasizes them is an essential part of any employer branding strategy.
If you’re going to create employer branding and recruiting content, then you should also be thinking about candidate nurturing. Our new eBook dives into candidate nurturing and relationship building strategies: