Building a strong brand is key to maintaining a healthy business, and to do so you need to forge a good relationship with your potential employees that will make them more likely to apply to your jobs, rather than those of your competitors. This vital relationship starts with content marketing- and given that 88% of B2B marketers use it as part of their marketing strategy, it’s a vital strategy to pursue.
Content marketing is an ideal medium to start your branding journey with because it centres around creating and sharing information with the aim of attracting an audience.
What is good content marketing?
How does the content you’re writing help readers to understand what’s going on, or address any challenges they may be facing when looking for a job? Your content needs to inform and engage potential employees, explaining relevant issues for them: for instance, if you are recruiting for a customer services role you could write a guide on the best strategies for dealing with unreasonable customers, thus appealing to and attracting readers from their key demographic.
The better you know your audience, the better you’ll be able to communicate with them and create a receptive, loyal following. Through writing, you can establish your brand as a thought leader in your field, which will in turn foster trust between you and your readers. As the strength of your brand is dependent on a positive candidate experience, the more personalised and engaging you can make your content, the better.
Branding your content
Branding is all about the impression that you leave your customers, whether through the products and services you sell or the things that you write on your company blog. The content, images, format and customer experience that you communicate to your audience will eventually become your brand message, so make sure what you’re putting out there is what you want people to remember you by!
Content marketing will also pay off in making your brand more visible. One of the key advantages of content marketing is that if it is good quality and relevant to the industry you are operating in, it can form part of your SEO strategy too, boosting you further up Google’s search results page and therefore increasing traffic to your website.
Case study - npower
As one of Britain's largest energy suppliers, npower needed a careers website that reflected their heritage and leveraged their employer brand to attract candidates.