Many organisations have opted to strengthen their recruitment campaigns with content marketing ­– an approach that ‘focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience’ according to the Content Marketing Institute.  So, here are five ways to use creative content to ensure you get the right people for the job.

1. Five valuable ways finance
firms can recruit the best talent

2. Stringent regulations, a shrinking graduate
talent pool and the uncertainty of Brexit are just
a few factors that make it tricky to hire great
candidates.
That’s why many organisations have opted to
strengthen their recruitment
campaigns with content marketing – an
approach that ‘focuses on creating and
distributing valuable, relevant, and
consistent content to attract and retain a clearly
defined audience’ according to the Content
Marketing Institute.
The challenge of
recruiting

3. Here are five ways to use creative content to
ensure you get the right people for the job.
Content marketing in the
finance industry

4. Tell great stories with video

5. It’s not enough to create a generic job spec, pop it up
on a job board and hope for the best. Compelling
stories about the organisation offers an insight into a
company’s values and culture.
Plus, videos are a strong, shareable format that, in
the best cases, can go viral. But if you are going to
create a video, it has to the clever, authentic
and believable.
Tell great stories with
video

6. Launch a social media
campaign

7. In 2013, MasterCard Canada launched a competition on social
media to find candidates for their internship programme.
University students had to apply by submitting an idea using
the hashtag #internswanted, and they were judged according
to the number of likes and retweets they received.
The campaign attracted over 500 qualified candidates and
they hired an additional intern as a result. Social media
continues to prove to be a valuable communication tool – and
using assets such as illustrated images, videos or gifs for this
type of campaign can drive engagement.
Launch a social media
campaign

8. Profile your employees

9. Candidates want to understand what it’s like to work in your
company – so who is better placed to share this than your
employees? We helped Shell do this by profiling employees to
not only attract more female applicants, but mark
International Women’s Day.
The colleagues shared how the company helped them to
flourish personally and professionally – and this
was presented as photo stories on the Shell website. The
stories are also evergreen, so they continue to be relevant
every year.
Profile your employees

10. Offer application resources

11. The recruitment process is as much about showcasing why a
company is a worthy employer as it is about finding new
employees – so providing application resources can help you
stand out.
Case in point? Morgan Stanley – the financial services firm
offers a creative range of
interactive infographics, articles, and downloadable guides to
help students and graduates get through the process of
applying for entry-level roles.
Offer application
resources

12. Develop a useful and
engaging blog

13. It’s safe to say blogs aren’t going
anywhere as they continue to add SEO
value, build brands and give potential
employees a better understanding of
your business. Accenture manages a
‘careers blog’ that’s targeted at potential
candidates. It offers industry-
relevant articles ad tips on how to apply
for Accenture roles and videos.
Develop a useful and
engaging blog

14. The best part is the bulk of content is
written by employees, which makes it
feel even more authentic. But if it might
be tricky to get staff on board to
create posts, it might be easier to
outsource content creation to an agency
-a service that we at Southerly offer
to many of our clients. Whatever the
case, creative content is king – and if
done well, you can expect it to attract
the cream of the crop the next time
you’re looking for top talent.
Develop a useful and
engaging blog

15. Conclusion
For more insights on using content for
recruitment, download our guide The
seven steps to successful recruitment
marketing from
www.hellosoutherly.com/resources or
drop us a line if you need support for
your next recruitment campaign.

16. We tell stories that engage your audience. We use words,
conversations, video and pictures to spread your message. We
work online, face to face and in print to create compelling
content. But really, the medium by which we tell your story
doesn’t matter; it’s how we tell it that makes the difference.
So, how can we help tell your story?
020 3397 4971
info@hellosoutherly.com
www.hellosoutherly.com
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