|By Mike Sweeney||
|May 30, 2014 11:07 AM EDT||
Ask any growth-minded entrepreneur, and he will tell you that people are the lifeblood of his business. Dig a little deeper, and that same entrepreneur will tell you that hiring, retaining, and motivating great people is one of the most difficult — and at the same time, most rewarding — facets of growing a business.
So why is it, then, that all the buzz surrounding content marketing seems to focus on business-to-business lead generation and customer acquisition programs but doesn’t ever seem to extend to using that same content marketing know-how to recruit the best candidates?
In marketing, we talk a lot about the B2B buying funnel and stages like awareness and interest, consideration and intent, and evaluation and purchase. If done correctly, a smart marketer will match the appropriate content with the right stage of the buying cycle and the right target.
How about the recruiting funnel? You rarely hear about that, but it really doesn’t work all that differently. Here are a few tips for using some of the business-to-business content marketing practices you already have in place to make a significant impact on your recruiting efforts.
Make your content remarkable or don’t bother
LinkedIn currently shows 193,813 job listings. Indeed claims it has listed 536,955 new jobs in the last seven days. Facebook has 346 open positions … in its Menlo Park headquarters alone.
It’s a crowded and confusing world for the average job seeker, but also one filled with plenty of opportunity for those with lots of talent or who are 99th percentile types. Think anyone is going to pay attention to your generic, copycat job description in a market like this?
All of your careers-related content — not just your job descriptions — needs to be remarkable. In this case, sometimes remarkable means choosing show over tell. Don’t just tell your candidates that your position comes with tremendous growth potential, show them what they could become in three or four years. Don’t just tell someone that they will be working with top talent, show them the talent.
Example: Check out what Tableau software does with its careers section. Yes, the pure user experience is a bit “heavy,” but Tableau surrounds the candidate with information – company story, photos, employee profiles, and culture-oriented videos.
Distribution is a critical piece of the puzzle
Here’s what the average company does with a job opening: Post on the corporate website. List on LinkedIn or Monster. Publish a generic “we’re hiring” message on its social media properties. And … that’s pretty much it.
And yet, a 2014 Jobvite survey tells us that more than half of currently employed U.S. workers are actively seeking or are open to a new job. If that doesn’t encourage you to get creative about your distribution, I’m not sure if anything will.
Get your employees involved. Assuming you’ve created an environment where people like to work, they are your most effective recruiters. Give them one-click options for sharing, though. Keep it simple, stupid.
Example: When Right Source Marketing has open positions (that’s right – we’re hiring!), we send a distribution email to all employees asking for help, and we keep it super simple. After all, employee referrals are typically the best referrals. See below for a sample.
Tell (and sell) your story
Have you ever been in an interview where the interviewer nails the whole, “Here’s who we are, where we came from, and where we’re headed,” speech? It’s that moment when, as a candidate, you get so fired up about helping this company achieve its mission that you start to compromise on logic, negotiating position, and even location.
As the company doing the recruiting, you have to capture that spirit and find a way to do it via digital content. Use video. Use written testimonials. Use employee bios. But just keep telling the same story, with the same passion.
Example: Phunware, one of the fastest growing software companies in the U.S., uses a corporate video to showcase the company’s people and long-term vision.
Most companies do a mediocre job of explaining the types of career paths available to prospective employees, both inside and outside the company. Today’s job seekers, especially millenials, are desperately seeking a clear path to their next big thing — so help them out. Tell them where they can go inside the company. Tell them what they can achieve outside the company. But if you choose to tell them nothing, chances are you’ll be dealing with the candidates who offer no help in moving your business forward.
Example: memoryBlue, a Right Source client, uses its Alumni Directory and Alumni Profiles to showcase what its best people do after they leave the company. As a training ground for some of the best of the best in high-tech sales, the company is proud to see some of its top people move on to more prominent sales careers.
Use your existing marketing assets and tactics
If hiring the best people is critical to your company’s success, then you’d stop at nothing to reach, engage with, and bring on those people, right?
Then don’t forget to bring out the big guns, and throw all of your existing marketing assets at these candidates. Chances are you already have some stellar blog posts that display your thought leadership, some media coverage that shows your company is a cool place to work, or maybe some awards that acknowledge your company’s industry leadership.
Use it all. Don’t hold back.
Example: CustomInk doesn’t hide from the idea that its employees absolutely love the company, and it does a phenomenal job at promoting its workplace benefits.
Make an investment in content marketing for recruitment
Not unlike your business-to-business content marketing efforts, your business-to-candidate content marketing efforts require a budget, a plan, and the right people running the show.
If your organization is one of many putting together a recruitment content marketing plan, and you’re feeling a little bit lost, please track us down. Right Source can help. Or if you’d like some more tips to guide your plan, download our eBook, “How to Grow Your Business with Content Marketing.”
The post How to Make Content Marketing Your Recruiting Machine appeared first on Right Source Marketing.
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
Apr. 26, 2015 12:00 AM EDT Reads: 5,271
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...
Apr. 25, 2015 07:15 PM EDT Reads: 3,032
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Apr. 25, 2015 04:00 PM EDT Reads: 4,486
The best mobile applications are augmented by dedicated servers, the Internet and Cloud services. Mobile developers should focus on one thing: writing the next socially disruptive viral app. Thanks to the cloud, they can focus on the overall solution, not the underlying plumbing. From iOS to Android and Windows, developers can leverage cloud services to create a common cross-platform backend to persist user settings, app data, broadcast notifications, run jobs, etc. This session provides a high level technical overview of many cloud services available to mobile app developers, includi...
Apr. 25, 2015 04:00 PM EDT Reads: 1,421
SYS-CON Events announced today that Ciqada will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Ciqada™ makes it easy to connect your products to the Internet. By integrating key components - hardware, servers, dashboards, and mobile apps - into an easy-to-use, configurable system, your products can quickly and securely join the internet of things. With remote monitoring, control, and alert messaging capability, you will meet your customers' needs of tomorrow - today! Ciqada. Let your products take flight. For more inform...
Apr. 25, 2015 03:00 PM EDT Reads: 1,930
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
Apr. 25, 2015 03:00 PM EDT Reads: 2,886
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable older adults to live independent lives while staying connected to loved ones. M2M will continue to gr...
Apr. 25, 2015 03:00 PM EDT Reads: 1,531
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) application providers dating back to 2004. Cybozu's kintone.com is a leading global BYOA (Build Your O...
Apr. 25, 2015 02:00 PM EDT Reads: 1,575
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of Cloud and Mobile Strategy at GENBAND, will explore what is needed to take a real time communications ...
Apr. 25, 2015 02:00 PM EDT Reads: 1,797
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Apr. 25, 2015 02:00 PM EDT Reads: 2,510
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...
Apr. 25, 2015 01:00 PM EDT Reads: 2,747
SYS-CON Events announced today that BroadSoft, the leading global provider of Unified Communications and Collaboration (UCC) services to operators worldwide, has been named “Gold Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BroadSoft is the leading provider of software and services that enable mobile, fixed-line and cable service providers to offer Unified Communications over their Internet Protocol networks. The Company’s core communications platform enables the delivery of a range of enterprise and consumer calling...
Apr. 25, 2015 12:30 PM EDT Reads: 2,559
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to offer disruptive APIs to developers.
Apr. 25, 2015 12:00 PM EDT Reads: 1,861
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquired by Aditi Technologies. He is a Microsoft Regional Director for Hyderabad, India, and one of the f...
Apr. 25, 2015 12:00 PM EDT Reads: 1,671
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Apr. 25, 2015 12:00 PM EDT Reads: 2,325
So I guess we’ve officially entered a new era of lean and mean. I say this with the announcement of Ubuntu Snappy Core, “designed for lightweight cloud container hosts running Docker and for smart devices,” according to Canonical. “Snappy Ubuntu Core is the smallest Ubuntu available, designed for security and efficiency in devices or on the cloud.” This first version of Snappy Ubuntu Core features secure app containment and Docker 1.6 (1.5 in main release), is available on public clouds, and for ARM and x86 devices on several IoT boards. It’s a Trend! This announcement comes just as...
Apr. 25, 2015 12:00 PM EDT Reads: 1,427
SYS-CON Media announced today that @ThingsExpo Blog launched with 7,788 original stories. @ThingsExpo Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @ThingsExpo Blog can be bookmarked. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago.
Apr. 25, 2015 11:00 AM EDT Reads: 2,566
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on Twitter at @MicroservicesE
Apr. 25, 2015 11:00 AM EDT Reads: 2,112
SYS-CON Events announced today that robomq.io will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. robomq.io is an interoperable and composable platform that connects any device to any application. It helps systems integrators and the solution providers build new and innovative products and service for industries requiring monitoring or intelligence from devices and sensors.
Apr. 25, 2015 11:00 AM EDT Reads: 2,101
Wearable technology was dominant at this year’s International Consumer Electronics Show (CES) , and MWC was no exception to this trend. New versions of favorites, such as the Samsung Gear (three new products were released: the Gear 2, the Gear 2 Neo and the Gear Fit), shared the limelight with new wearables like Pebble Time Steel (the new premium version of the company’s previously released smartwatch) and the LG Watch Urbane. The most dramatic difference at MWC was an emphasis on presenting wearables as fashion accessories and moving away from the original clunky technology associated with t...
Apr. 25, 2015 11:00 AM EDT Reads: 2,112