Click here to close now.


IoT User Interface Authors: Elizabeth White, Mav Turner, Dana Gardner, Automic Blog, Deep Bhattacharjee

Blog Feed Post

How to Make Content Marketing Your Recruiting Machine

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.

RSM Job Opening Distro Email

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.

Help your candidates build their own story

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.

CustomInk Workplace Benefits 2

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.

Read the original blog entry...

More Stories By Mike Sweeney

Mike Sweeney and Right Source Marketing help organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

@CloudExpo Stories
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data...
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, rich desktop and tuned mobile experiences can now be created with a single codebase – without compromising functionality, performance or usability. In his session at DevOps Su...
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningf...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new da...
Countless business models have spawned from the IaaS industry – resell Web hosting, blogs, public cloud, and on and on. With the overwhelming amount of tools available to us, it's sometimes easy to overlook that many of them are just new skins of resources we've had for a long time. In his general session at 17th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, an IBM Company, broke down what we have to work with, discussed the benefits and pitfalls and how we can best use them ...
In recent years, at least 40% of companies using cloud applications have experienced data loss. One of the best prevention against cloud data loss is backing up your cloud data. In his General Session at 17th Cloud Expo, Sam McIntyre, Partner Enablement Specialist at eFolder, presented how organizations can use eFolder Cloudfinder to automate backups of cloud application data. He also demonstrated how easy it is to search and restore cloud application data using Cloudfinder.
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, exploreed the current state of IoT connectivity and review key trends and t...
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now ...
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem"...
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound...
As organizations shift towards IT-as-a-service models, the need for managing & protecting data residing across physical, virtual, and now cloud environments grows with it. CommVault can ensure protection & E-Discovery of your data - whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise.
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Day 2 Keynote at 17th Cloud Expo, San...
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Ben Perlmutter, a Sales Engineer with IBM Cloudant, demonstrated techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user e...
In today's enterprise, digital transformation represents organizational change even more so than technology change, as customer preferences and behavior drive end-to-end transformation across lines of business as well as IT. To capitalize on the ubiquitous disruption driving this transformation, companies must be able to innovate at an increasingly rapid pace. Traditional approaches for driving innovation are now woefully inadequate for keeping up with the breadth of disruption and change facin...