|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.
We are all here because we are sold on the transformative promise of The Cloud. But what good is all of this ephemeral, on-demand infrastructure if your usage doesn't actually improve the agility and speed of your business? How must Operations adapt in order to avoid stifling your Cloud initiative? In his session at DevOps Summit, Damon Edwards, co-founder and managing partner of the DTO Solutions, will highlight the successful organizational, process, and tooling patterns of high-performing c...
Jan. 30, 2015 04:15 PM EST Reads: 2,749
Over the past year, Datical has had amazing success with our flagship product, Datical DB. We’ve seen multiple visionary, sector-leading companies select Datical DB to drive their Application Schema changes. Now that the number has grown rapidly over the past year, we can begin to see patterns in why customers choose Datical DB. One of them turns out to be pretty emblematic of our other customers. So, let's examine the reasons why they chose to adopt Datical DB.
Jan. 30, 2015 04:00 PM EST Reads: 387
“The year of the cloud – we have no idea when it's really happening but we think it's happening now. For those technology providers like Zentera that are helping enterprises move to the cloud - it's been fun to watch," noted Mike Loftus, VP Product Management and Marketing at Zentera Systems, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 30, 2015 04:00 PM EST Reads: 2,287
Technology is enabling a new approach to collecting and using data. This approach, commonly referred to as the "Internet of Things" (IoT), enables businesses to use real-time data from all sorts of things including machines, devices and sensors to make better decisions, improve customer service, and lower the risk in the creation of new revenue opportunities. In his General Session at Internet of @ThingsExpo, Dave Wagstaff, Vice President and Chief Architect at BSQUARE Corporation, discuss the ...
Jan. 30, 2015 03:45 PM EST Reads: 3,093
"ElasticBox is an enterprise company that makes it very easy for developers and IT ops to collaborate to develop, build and deploy applications on any cloud - private, public or hybrid," stated Monish Sharma, VP of Customer Success at ElasticBox, in this SYS-CON.tv interview at DevOps Summit, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 30, 2015 03:30 PM EST Reads: 2,753
Agility is top of mind for Cloud/Service providers and Enterprises alike. Policy Driven Data Center provides a policy model for application deployment by decoupling application needs from the underlying infrastructure primitives. In his session at 15th Cloud Expo, David Klebanov, a Technical Solutions Architect with Cisco Systems, discussed how it differentiates from the software-defined top-down control by offering a declarative approach to allow faster and simpler application deployment. Davi...
Jan. 30, 2015 03:30 PM EST Reads: 3,358
Cloud Expo 2014 TV commercials will feature @ThingsExpo, which was launched in June, 2014 at New York City's Javits Center as the largest 'Internet of Things' event in the world.
Jan. 30, 2015 03:15 PM EST Reads: 3,476
Cloud Technology Partners on Wednesday announced it has been recognized by the Modern Infrastructure Impact Awards as one of the Best Amazon Web Services (AWS) Consulting Partners. Selected by the editors of TechTarget's SearchDataCenter.com, and by votes from customers and strategic channel partners, the companies acknowledged by the Modern Infrastructure Impact Awards represent the top providers of cloud consulting services for AWS including application migration, application development, inf...
Jan. 30, 2015 03:00 PM EST Reads: 1,500
“Will Jaya is a direct source for server integration and storage solutions. If you are looking for any specific configurations for a project we can help you configure based on your needs and requirements," explained Netty Goya, CEO of Will Jaya, in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 30, 2015 03:00 PM EST Reads: 1,664
CloudBees, Inc., has announced a $23.5 million financing round, led by longtime CloudBees investor Lightspeed Venture Partners. Existing investors Matrix Partners, Verizon Ventures and Blue Cloud Ventures also participated in the round. The latest funding announcement follows earlier rounds of $4 million, $10.5 million and $10.8 million, bringing the total investment in CloudBees to just under $50 million since the company’s inception in 2010. Previous venture investment rounds were led by Ma...
Jan. 30, 2015 03:00 PM EST Reads: 549
“We help people build clusters, in the classical sense of the cluster. We help people put a full stack on top of every single one of those machines. We do the full bare metal install," explained Greg Bruno, Vice President of Engineering and co-founder of StackIQ, in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 30, 2015 02:45 PM EST Reads: 2,520
In this demo at 15th Cloud Expo, John Meza, Product Engineer at Esri, showed how Esri products hook into Hadoop cluster to allow you to do spatial analysis on the spatial data within your cluster, and he demonstrated rendering from a data center with ArcGIS Pro, a new product that has a brand new rendering engine.
Jan. 30, 2015 02:30 PM EST Reads: 1,744
"Blue Box has been around for 10-11 years, and last year we launched Blue Box Cloud. We like the term 'Private Cloud as a Service' because we think that embodies what we are launching as a product - it's a managed hosted private cloud," explained Giles Frith, Vice President of Customer Operations at Blue Box, in this SYS-CON.tv interview at DevOps Summit, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 30, 2015 02:30 PM EST Reads: 2,706
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 30, 2015 02:30 PM EST Reads: 2,666
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
Jan. 30, 2015 02:15 PM EST Reads: 1,646
Performance is the intersection of power, agility, control, and choice. If you value performance, and more specifically consistent performance, you need to look beyond simple virtualized compute. Many factors need to be considered to create a truly performant environment. In his General Session at 15th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, discussed how to take advantage of a multitude of compute options and platform features to make cloud the cornerstone of your onlin...
Jan. 30, 2015 02:15 PM EST Reads: 3,217
Hardware will never be more valuable than on the day it hits your loading dock. Each day new servers are not deployed to production the business is losing money. While Moore's Law is typically cited to explain the exponential density growth of chips, a critical consequence of this is rapid depreciation of servers. The hardware for clustered systems (e.g., Hadoop, OpenStack) tends to be significant capital expenses. In his session at Big Data Expo, Mason Katz, CTO and co-founder of StackIQ, disc...
Jan. 30, 2015 02:00 PM EST Reads: 3,232
The move in recent years to cloud computing services and architectures has added significant pace to the application development and deployment environment. When enterprise IT can spin up large computing instances in just minutes, developers can also design and deploy in small time frames that were unimaginable a few years ago. The consequent move toward lean, agile, and fast development leads to the need for the development and operations sides to work very closely together. Thus, DevOps become...
Jan. 30, 2015 02:00 PM EST Reads: 2,796
"We are the top stocking distributor for HP renew products in North America. We can only sell to U.S. authorized partners and resellers for HP," explained Miguel Diazdelcastillo Jr., Sales Executive at Creative Business Solutions, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 30, 2015 02:00 PM EST Reads: 2,455
Puppet Labs on Wednesday released the DevOps Salary Report, based on salary data gathered from Puppet Labs' industry-recognized State of DevOps Report. The data confirms that market demand for DevOps skills is growing, and that DevOps engineers are among the highest paid IT practitioners today. That's because IT organizations today are grappling with how to be more agile and responsive to the business, while maintaining the stability of their infrastructure. DevOps practices, such as continuous ...
Jan. 30, 2015 02:00 PM EST Reads: 1,453