Learn: How recruitment is changing How applying content marketing techniques can improve your recruitment efforts. Includes: Tips for creating content to attract and engage top talent. Advice on how to get that content in front of the candidates that count. Real-world examples of great recruitment content campaigns to inspire your own

1. Recruitment Marketing:
Using Content to Drive Talent Acquisition

2. Contents
Recruitment Marketing: Using content to drive talent acquisition
Recruitment is changing 3
Content is King 4
Getting to know your ideal Candidate 5
Confronting the Content Conundrum 6
Content Recipe for Success 7
Landing Pages 8
PSST...A word on SEO 9
It;s All in the Presentation 10
Spread the Word 11
Content you need for the Candidates you Want 12
About Clinch 13

3. 3
Recruitment is Changing
In 2014, we saw a shift in power take place in recruitment. Employees gained the
upper hand as those with in-demand skills realised their value and started calling
the shots. Phrases like “job seeker” and “career search” became slightly
redundant as candidates started to seek out “experiences,” instead.
Recruitment and HR Tech production picked up the pace and together, all of the
above signalled the death of many old-school, and previously heavily-relied upon
recruiting practices.
In this kind of recruiting environment, a hastily thrown together job ad becomes
about as effective as an umbrella in a hurricane.
Nowadays, if a company hopes to land top talent, it’s essential that those tasked
with recruitment get to grips with the new and proven methods of attracting
tech-savvy, rich media-favoring candidates.
That means, beginning to think more like a marketer.
When you consider the parallels between recruiting and marketing, the shift
makes perfect sense. Both processes revolve around three key stages:
Attraction ❯ Engagement ❯ Conversion
Indeed, the only real difference is in the outcome of that conversion i.e.
candidates versus customers.
What’s required to win over that target audience is the same. Like customers,
candidates today want their position of power to be recognised and spoken to
accordingly. Just like a customer with a product, candidates want to be intrigued
and wooed by a potential employer.
Most importantly, candidates want prospective employers to seek permission to engage.
Recruitment Marketing: Using content to drive talent acquisition

4. 4
Content is King
The modern hiring journey starts by inviting candidates to demonstrate an
interest - however small - in your company. It’s an invitation that takes the shape
of content. From Tweets to landing pages, content is your ticket to attracting and
engaging with great candidates. This process is known as content marketing, and
in this guide, which focuses on the “Attraction” stage, we’ll examine the role it has
to play in recruiting today.
With tips and advice on . . .
• Creating content that showcases your company as a great place to work
• Packing and positioning that content so it can be found and consumed by the
right audience
. . . plus real-world examples of recruitment content to inform and inspire your
own, this eBook is your ticket to helping you attract and hire the best candidates
for you.
Recruitment Marketing: Using content to drive talent acquisition

5. 5
The first step in creating content to
attract great candidates is to
identify who, exactly, those
candidates are.
In marketing speak, this is called,
“creating the candidate persona.”
By getting inside the head of your
ideal candidate and understanding
what makes them tick, you’ll be able
to create recruitment content that
catches their eye and resonates
with them.
Ask yourself the following:
1. What is your ideal candidate
looking for from a job? What is
important to them?
2. Where do they go to find out
more about a company or to look
for jobs?
3. What level of education or
experience will they have?
4. What questions might they
have regarding the job and or
company?
Getting to Know Your Ideal Candidate
Recruitment Marketing: Using content to drive talent acquisition

6. 6
Now that you know who you're writing for, it’s time to make a start on
creating the actual content you want to deliver to them. The answers you
came up with in response to the questions above will form the basis of this
content.
From jobs boards to blogs, Tweets to talent communities, it seems there are
any number of ways to reach and engage with prospective candidates.
But when it comes down to it, and we consider the number of real, quality
candidates entering into the hiring pipeline as a result, it becomes clear that
each of these channels is only as effective as the content that’s being piped
into it.
A company's career site is by far the most popular source for candidates
seeking information on what it's like to work there. Adding one to your own
website, or enhancing an existing careers site, is an essential stepping stone on
the journey to attracting the best candidates.
Landing pages are another powerful weapon to have in your recruitment
marketing arsenal. Designed exclusively to capture leads, the simpler your
recruitment marketing landing page is, the better.
Confronting the Content Conundrum
“With 48% of marketers building a new landing page for
each marketing campaign they create, it would be wise to do
the same for every job opening you have, and every
recruitment campaign you launch, too.”[1]
[1]
http://www.hubspot.com/marketing-statistics
Recruitment Marketing: Using content to drive talent acquisition

7. 7
Content Recipe for Success
. Think of your careers section as a tool that allows candidates to decide quickly,
and easily, whether or not they’d like to work at your company — regardless of
whether or not there’s currently a suitable job there for them at that time.
When deciding what to include on the page/site, remember that great content uses
storytelling techniques to grab and hold its reader’s attention.
Consider the basic elements of a story: the who, what, where, when, and most
importantly, the why.
Target those 5 “W”s in the content you create to attract the candidates you want:
WHO you are as a company, WHO you are as a team, and WHO you’re looking to
hire in terms of their personality, interests, and passions.
WHAT you do: describe your product or service, but keep it short and sweet. Save
the in-depth breakdown for your features page or homepage!
WHERE your offices are located and what makes them unique and appealing.
WHEN the company was created.
WHY the company was created. Remember, candidates today want an
“experience,” not just a job. They gravitate towards companies that share their
goals and values. They want to work for a company in whose mission they believe.
Be sure to communicate yours clearly and honestly.
You’re probably thinking, “won’t visitors to my website know a lot of this stuff
already?” Well, that depends on the quality of content on your website and or
social media accounts!
But yes, chances are, your audience may already be familiar with some of this info
— IF, they’re a fan of your brand as it relates to product.
Your goal, as a recruitment marketing pro, is to convert them into candidates by
communicating your employer brand, too: educating and selling prospective
candidates on why they’d want to WORK for you, as opposed to buy from you.
Cover the basics, including salary, benefits, and paid time off, and don't forget the
one thing that is unique to you—your company culture.
Recruitment Marketing: Using content to drive talent acquisition

8. 8
Landing pages
Remember, simplicity is key here. The one and only goal of your careers-related
landing page is to capture leads, whether they relate to a specific job, department,
or a wider candidate pool for your company.
If a careers site provides an overview of why your company is a great one to work
for, landing pages are an effective way of focusing a candidate’s attention on
individual aspects of employment with the company, such as benefits, culture, and
team.
The basic components of a great landing page are as follows:
Headline (a subhead is optional.)
Brief description of what’s on offer (e.g. specific job or an e-book or short
document on your company’s culture). What matters is that you highlight the value
of the offer to the candidate.
At least one image.
A clear CTA or Call to Action that leaves the visitor in no doubt as to what’s
expected of them if they’re to get the value of the offer outlined on the page: “gn up
for job alerts,” “Download our e-book,” etc. Form fields to capture visitors’
information (at the very minimum, a name and email address.)
.
Recruitment Marketing: Using content to drive talent acquisition

9. 9
PSST...A word on SEO
Content that is unique, visually engaging, and relevant to your brand is, in some
ways, already optimised for search. But there are many more things you can do to
boost the SEO potential of your recruitment marketing content, too, to make sure
it’s seen by the right people.
Keywords are top of that list.
Choose one keyword for each page of content. This word or phrase should relate
closely to the central theme or idea of the page. Once you’ve chosen an
appropriate keyword, make sure it appears in your page heading and title, meta
description, and within the copy on the page, itself. However, be careful not to fall
into the trap of “keyword stuffing.” Google is smarter than you think, and will
punish content that it deems to be guilty of this SEO no-no with a low ranking.
Remember, you’re writing for humans here, not robots. Keep your keyword
inclusions logical and sounding natural, and you’ll be good to go.
.
Recruitment Marketing: Using content to drive talent acquisition

10. 10
It’s All in the Presentation
In an age of rich media, a flat job spec on an ugly jobs board is an insult to
candidates — both to their senses, and their intelligence.
With 70% of marketers planning to increase their use of original visual assets in
2015, it's smart to double down on visual if your recruitment content is to rise
above the noise.*[1]
For truly “sticky” content, include images, videos, and infographics on your careers
site and landing pages. These are the elements that a prospective candidate will
remember, and regardless of whether they do it there and then, or resolve to come
back and do it later, could make all the difference in determining if that person
decides to pursue an employment opportunity with your company, or not.
By creating and promoting content that gives candidates the info they want and
presenting it in an engaging and honest way, you, as a modern recruiter, can’t fail to
register your company in the minds of those candidates you most wish to attract.
[1]
https://www.wyzowl.com/state-of-content-marketing-2015.html
.
Recruitment Marketing: Using content to drive talent acquisition

11. 11
Spread the Word
Now that you’ve created content with the power to convert visitors into
candidates, like any great marketer, you’ll need to implement a strategy for getting
that content in front of your target audience.
Search:
You’ve addressed the issue of search engine optimization in the content creation
stage, so as far as positioning your content to appear in organic search goes, you’re
in good standing already.
Social:
Social media is by far and away the most popular channel for sharing content that
promotes a business. And what is recruitment marketing, if not promotion of a
business? The only difference is the context in which you’re promoting the
company — in this instance, as an employer, as opposed to a product maker or
service.
Share your jobs, employee videos, and links to careers site and landing pages, for
example, across your company's social accounts to tap into an audience that's
already engaged with your brand and convert customers into candidates.
Jobs Boards:
At the risk of stating the obvious, when seeing visibility for your jobs, it makes
sense to post them to high-traffic jobs boards. Indeed, SimplyHired, and Glassdoor
are three such platforms that list a huge selection of jobs from a variety of
industries, attracting candidates from all professional backgrounds.
Drilling a little deeper, niche jobs boards are an excellent way to reach top talent.
Candidates with a particular skill set or considerable experience in a particular
industry are more likely to conduct their job search in an environment that
highlights opportunities specific to that individual’s skill set or industry.
Paid:
To further increase traffic to your employer content, consider a paid online
advertising campaign, such as Google Adwords.
Recruitment Marketing: Using content to drive talent acquisition

12. 12
Content you Need for the Candidates You Want
Recruitment today is like a road trip. With the candidate firmly in the driving seat,
it’s the savvy recruiter that realises this and plays to his or her strengths -
positioning eye-catching signage along the way to attract and engage the
candidate, and guide them toward their preferred careers destination.
From social media posts to landing pages and careers sites, rich, employer-branded
content is the signage your company uses to call out to and pave the way for top
talent.
The future of recruitment is inbound.
.
Recruitment Marketing: Using content to drive talent acquisition

13. 13
Contact us:
US:
Suite 1301,
307 W. 38th St.,
New York,
NY 10018
(646) 665-2056
sales@clinch.io
EMEA:
CHQ Building,
Custom House Quay,
Dublin 1,
Ireland
+353 (1) 687 7178
sales@clinch.io
Recruitment Marketing: Using content to drive talent acquisition