5 Ways Paid Content can Supercharge Your Employer Branding Strategy in 2019
In the vast and segmented world of hospitality, standing out from the crowd as an organization – in effort to attract top tier talent – requires strategic branding efforts more than ever today. Simply posting jobs and expecting qualified applicants in return, is no longer enough when it comes to hiring.
Increasingly, shrewd hoteliers are realizing the benefits and effectiveness of sponsored or paid content as a valuable recruitment and marketing tool. It’s typically presented in the form of paid articles or editorial content on websites, digital publishers, or social media channels with large audiences, as nearly every job seeker has a profile on LinkedIn, Twitter or Facebook.
Talent acquisition professionals are using sponsored content to build brand awareness, tell their company’s story, engage job hunters, create talent “communities,” or those with the skills and qualifications to meet your organization’s needs, and they’re able to analyze and track the success of such measures.
Sponsored content is most efficient when it is strategic and goal oriented, such as defining your corporate culture. Telling a story about your organization is also key, so that potential candidates can discover your corporate values, gain information about career development opportunities and an editorial glimpse of what a typical work day is like. Sharing your content and your business’ social media channels is a key method for sourcing candidates and promoting your organization’s culture, so a consistent brand message should be communicated. Content should aim be timeless, so it can also be leveraged for multiple purposes. For example, articles can be linked to from within your company blog, highlighted during a presentation, or reposted at a later date.
Read on for some of the key benefits of sponsored content as a recruitment marketing tool.
Superior candidate pool.
By utilizing sponsored content as a recruitment vehicle, the caliber of candidate employers attract tends to be higher. People who are regularly active on social media are typically more tech-savvy and informed about current news and trends.
Working with sponsored content as a recruitment marketing tool has yet another perk. The amount and type of information that human resources professionals can access on potential recruits through social media platforms affords employers an edge over competition. Common interests, volunteer efforts, higher education, character traits, and online networking groups are useful for starting conversations, which can evolve to formal job interviews.
Part of a successful recruitment marketing plan is to analyze how you’re spending your job advertising dollars to determine where your money is best spent. Using sponsored content to search for candidates across social media and online networking channels, is still less costly than classic routes such as print and radio ads, or career fairs. Several networking sites, including Facebook and Twitter do not charge to set up accounts and LinkedIn charges a reasonable fee for its advanced search tool capabilities and features.
The need for speed if often critical when it comes to nabbing today’s top talent. The software that you, or a third party (ex: social media network) utilizes to execute your sponsored content campaign impacts the efficiency and time required to fill your available job openings. Technological improvements and capabilities evolve in real-time, and the ability to automate more and more manual tasks continues.