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Content marketing works incredibly well in modern employer branding because most of us share the hobby of googling. What if your talent audiences found you regularly in their Google search results?

What is content marketing?

Content marketing is a marketing technique where a business produces and publishes value-add content for their strategic audiences. It is a technique that has been widely used in B2B-marketing to drive inbound marketing leads for businesses. I have adopted this technique as one of the rooting elements of the modern Eminent Employer Branding Method.

What is content marketing in simple words? >>

Content refers to digital content sharable online, such as:

  • blog posts like this
  • podcasts like below
  • videos
  • infographics
  • eBooks and PDF’s
  • white papers
  • photos
  • other graphical images
  • slideshows

Why a content strategy works well in employer branding?

We are living in the era of information. What is very typical for this era is the need and the opportunities the internet and social media offer us in order to search for information, learn more about topics relevant and interesting to us, as well as keep ourselves updated about current affairs.

When you think about how you “behave online” when you want to buy something, you can recognize the act of searching for information and asking for recommendations and opinions.

As consumers we are so used to informing and educating ourselves online before making purchase decisions. The same applies for us when we make buying decisions for our organizations.

The same applies when we make decisions about our careers, right?

Content marketing works for all our HR marketing strategies

We can use content marketing for all our HR marketing strategies.

When we recruit, we push for conversions with informative content relevant to the vacancy and the recruitment process.

When we build our employer awareness, we use content to inform, educate and build further curiosity in the relevant target audiences.

And finally, when we pursue an employer brand, we use content that is likely to grow affinity in our audiences.

The candidate journey I have crafted for you is really helpful for planning relevant content throughout the candidate journey.

What is the Candidate Journey?>>

Why content marketing works so well in employer branding

The accompanying podcast-episode

In this episode #12 of Building a Modern Employer Brand, we talk about why content marketing works so well in employer branding.

Episode-length: 29:54 min

Listen to this episode on Soundcloud >>

Listen to this episode on Spotify >>

Episode content:

  • What is content marketing?
  • Why content marketing works so well in employer branding?
  • How branding through content is available for all of us.
  • What specifically is “talent content marketing”?
  • Implementing the Candidate Journey in talent content marketing.

About Building a Modern Employer Brand -podcast

Building a Modern Employer Brand-podcast is a weekly podcast bringing you a modern breath of air into HR marketing and employer branding. 

This podcast is dedicated to all modern growth companies and modern employer branding practitioners who want to really influence their talent audiences and add measurable value to growing and scaling modern businesses with HR marketing and employer branding.

The Building a Modern Employer Brand -podcast is sponsored by Employee Experience Agency Emine and scripted & hosted by Susanna Rantanen.

Find this podcast currently on Soundcloud and Spotify.

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