In order to attract the top talent to your job openings, you’re going to have to convince them that your organization is a great place to work and the role is perfect for them. But how can you go about doing this?
It takes more than a well-worded job description to persuade some of the most sought-after candidates to apply for the role, so you need to appeal to these individuals by sharing quality, informative content. The most effective content will tell your company’s story and provide people with a solid basis for wanting to go for the role and join the organization.
So, what content do you need to win over the eligible applicants?
To create content that will appeal to your desired audience, you need to know what they want and need from a job. You must be able to answer any questions they may have and provide them with what they are looking for, or chances are they will seek opportunities elsewhere.
You may be familiar with Abraham Maslow’s ‘Hierarchy of Needs’ theory, which suggests that people must first satisfy a series of basic human needs, such as food, safety, and comfort, before they can achieve personal growth and development. This theory can also be related to the types of content required to persuade somebody to apply for a role at your organisation. Like in Maslow’s theory, you must satisfy one layer of the pyramid to then be able to move onto the next level.
This diagram, courtesy of our friends at TMP, outlines the 5 essential ‘levels’ of content you must meet in order to attract the best employees to your job openings.
We love this "Hierarchy of Recruiting Content" image from @thewarfortalent @tmpww More at http://t.co/TPdr92QiqY pic.twitter.com/BqT0ELbtYA
— Clinch (A PageUp Company) (@clinch) July 31, 2015
1. Company/Brand:
You firstly need to explain what your company does, for example what do you make/sell, or do you provide a service?
You can also provide a bit of news about the organization to keep people up to date with the goings on and any changes occurring within the company. Sharing company values and missions, as well as insights into the type of company culture, will give job seekers an idea of what your company is all about and whether they feel that they suit the organization.
2. Location:
The location of your office is one of the basic details that you should have listed on your website, job descriptions, etc; however, you could elaborate on this by giving insights into what the commute would be like, for example, whether there are public transports links nearby and if there is a car park or not.
3. Job/Role:
A job description for the role you are looking to fill is also one of the crucial elements you must include in your content. You can go further than just outlining what the responsibilities and requirements for the position are by sharing examples about how the job has been done in the past and stories from people who have worked in that role previously (probably best to stick to positive accounts!). This way, people can build a proper understanding of what the job entails and envision themselves taking on the role.
4. Experience:
You need to let prospective employees know how taking the job will benefit them and their careers. Explain how they will be allowed to grow professionally and personally within the organization. You may also wish to share some examples of how the team works together and what they have achieved, as well as personal experiences of working at the company.
5. Personal/Professional Satisfaction:
Finally, you should share content that illustrates how taking the job would be the best move for them and how it will lead to personal and professional satisfaction. Explain the benefits of the role, for example, health care, company car, bonus scheme, etc., and what the individual will gain from working at the organization.
