|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.
In his session at DevOps Summit, Andrei Yurkevich, CTO at Altoros, provided an overview of all the benefits and opportunities, as well as drawbacks of deploying Cloud Foundry PaaS with Juju and compared it to BOSH. Discover the features that overlap, and understand what Juju Charm is, what it is not, where you use one or the other or where you use both BOSH and Juju Charms together. Andrei Yurkevich is Cloud Foundry protagonist and CTO at Altoros. Under his supervision, the Altoros engineering ...
May. 4, 2015 01:30 PM EDT Reads: 3,364
SYS-CON Events announced today the DevOps Foundation Certification Course, being held June ?, 2015, in conjunction with DevOps Summit and 16th Cloud Expo at the Javits Center in New York City, NY. This sixteen (16) hour course provides an introduction to DevOps – the cultural and professional movement that stresses communication, collaboration, integration and automation in order to improve the flow of work between software developers and IT operations professionals. Improved workflows will res...
May. 4, 2015 01:30 PM EDT Reads: 3,260
Avnet, Inc. has announced that it ranked No. 4 on the InformationWeek Elite 100 – a list of the top business technology innovators in the U.S. Avnet was recognized for the development of an innovative cloud-based training system that serves as the foundation for Avnet Academy – the company’s education and training organization focused on technical training around top IT vendor technologies. The development of this system allowed Avnet to quickly expand its IT-related training capabilities around...
May. 4, 2015 01:30 PM EDT Reads: 445
The Internet of Things Maturity Model (IoTMM) is a qualitative method to gauge the growth and increasing impact of IoT capabilities in an IT environment from both a business and technology perspective. In his session at @ThingsExpo, Tony Shan will first scan the IoT landscape and investigate the major challenges and barriers. The key areas of consideration are identified to get started with IoT journey. He will then pinpoint the need of a tool for effective IoT adoption and implementation, whic...
May. 4, 2015 12:00 PM EDT Reads: 1,019
As cloud gives an opportunity to businesses to buy services externally – how is cloud impacting your customers? In his General Session at 15th Cloud Expo, Fabio Gori, Director of Worldwide Cloud Marketing at Cisco, provided answers to big questions: Do you see hybrid cloud as where the world is going? What benefits does it bring? And how does Cisco connect all of these clouds? He also discussed Intercloud and Cisco’s investment on it.
May. 4, 2015 12:00 PM EDT Reads: 5,028
SYS-CON Events announced today that B2Cloud, a provider of enterprise resource planning software, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. B2cloud develops the software you need. They have the ideal tools to help you work with your clients. B2Cloud’s main solutions include AGIS – ERP, CLOHC, AGIS – Invoice, and IZUM
May. 4, 2015 12:00 PM EDT Reads: 4,398
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading in...
May. 4, 2015 11:22 AM EDT Reads: 337
A new definition of Big Data & the practical applications of the defined components & associated technical architecture models This presentation introduces a new definition of Big Data, along with the practical applications of the defined components and associated technical architecture models. In his session at Big Data Expo, Tony Shan will start with looking into the concept of Big Data and tracing back the first definition by Doug Laney, and then he will dive deep into the description of 3V...
May. 4, 2015 11:15 AM EDT Reads: 1,037
SYS-CON Events announced today that Secure Infrastructure & Services will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Secure Infrastructure & Services (SIAS) is a managed services provider of cloud computing solutions for the IBM Power Systems market. The company...
May. 4, 2015 11:00 AM EDT Reads: 1,019
There is no doubt that Big Data is here and getting bigger every day. Building a Big Data infrastructure today is no easy task. There are an enormous number of choices for database engines and technologies. To make things even more challenging, requirements are getting more sophisticated, and the standard paradigm of supporting historical analytics queries is often just one facet of what is needed. As Big Data growth continues, organizations are demanding real-time access to data, allowing immed...
May. 4, 2015 11:00 AM EDT Reads: 5,672
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch ...
May. 4, 2015 11:00 AM EDT Reads: 3,799
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on T...
May. 4, 2015 11:00 AM EDT Reads: 2,847
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, a...
May. 4, 2015 10:30 AM EDT Reads: 5,288
There are 182 billion emails sent every day, generating a lot of data about how recipients and ISPs respond. Many marketers take a more-is-better approach to stats, preferring to have the ability to slice and dice their email lists based numerous arbitrary stats. However, fundamentally what really matters is whether or not sending an email to a particular recipient will generate value. Data Scientists can design high-level insights such as engagement prediction models and content clusters that a...
May. 4, 2015 10:15 AM EDT Reads: 4,361
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover ...
May. 4, 2015 10:00 AM EDT Reads: 5,462
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Ras...
May. 4, 2015 10:00 AM EDT Reads: 3,867
Scott Jenson leads a project called The Physical Web within the Chrome team at Google. Project members are working to take the scalability and openness of the web and use it to talk to the exponentially exploding range of smart devices. Nearly every company today working on the IoT comes up with the same basic solution: use my server and you'll be fine. But if we really believe there will be trillions of these devices, that just can't scale. We need a system that is open a scalable and by using ...
May. 4, 2015 09:45 AM EDT Reads: 5,798
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
May. 4, 2015 09:45 AM EDT Reads: 3,325
Cloud and Big Data present unique dilemmas: embracing the benefits of these new technologies while maintaining the security of your organization's assets. When an outside party owns, controls and manages your infrastructure and computational resources, how can you be assured that sensitive data remains private and secure? How do you best protect data in mixed use cloud and big data infrastructure sets? Can you still satisfy the full range of reporting, compliance and regulatory requirements? In...
May. 4, 2015 09:15 AM EDT Reads: 3,654
The WebRTC Summit 2015 New York, to be held June 9-11, 2015, at the Javits Center in New York, NY, announces that its Call for Papers is open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 16th International Cloud Expo, @ThingsExpo, Big Data Expo, and DevOps Summit.
May. 4, 2015 09:15 AM EDT Reads: 3,093