In today’s recruiting atmosphere, with talent increasingly scarce and open positions difficult to fill, recruiters need more than tired recruiting strategies that don’t reflect new realities. One method of updating recruiting strategies is through content recruiting, or recruiting by developing content to attract your perfect candidates. In this article, we present the content marketing insights of Mark Bohdanyk, marketing manager at Hire Mojo, a hiring automation platform that connects the two most important people in the hiring process, hiring managers and job seekers.
Recruitment through content marketing is something that Bohdanyk and Hire Mojo practice on a regular basis, both for their clients, the companies who use the Hire Mojo platform, and for internal recruiting. The most important thing about content recruiting, according to Bohdanyk, is that while most marketing strategies are based on short-term gains, content marketing and recruiting are long-term strategies that build over time. Other marketing builds on content marketing, because websites, email marketing, SEO and brand development are all influenced and begin with content. The best thing about content, Bohdanyk says, is that “it’s there forever; it never decays, it never goes away” unlike other forms of marketing and recruiting.
“[Content] is there forever; it never decays, it never goes away.”
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Content recruiting at Hire Mojo starts with job descriptions. According to Bohdanyk, “job descriptions need to be a love letter to the job seeker you’re looking to attract.” The next step that Bohdanyk and his team suggest to their clients is to develop thought leadership marketing aimed at the people that they want to bring in. Developing thought leadership aimed at your perfect next hire increases brand reputation and makes it more likely that the next job posting will be noticed. He also suggests that companies build content recruiting into their documented content marketing strategy, so that it’s easy to align both the marketing and recruiting department behind a single goal. Bohdanyk’s final recommendation is for companies to work with their existing employees to develop the content they use to attract their new prospects. According to Bohdanyk, “the people you already employ will be able to speak to why it’s a great place to work, and that’s an important message to convey to potential candidates.”
“Job descriptions need to be a love letter to the job seeker you’re looking to attract.”
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Not only does Bohdanyk believe in content recruiting, he’s proof that it works. When the CEO of Hire Mojo was trying to find a new marketing manager, he used the content recruiting strategies of writing a love letter to his perfect new hire and publishing multiple articles on why Hire Mojo’s subject matter was important. Those two things, say Bohdanyk, are what resonated with him and are why he’s with Hire Mojo today. On a broader scale, Bohdanyk says that the results they see are phenomenal. “Hiring managers [working with HireMojo] who market job positions with a slant of content marketing, meet the people who they hire throughout the process within 1 to 5 days out of 250 applicants."
“Hiring managers [working with HireMojo] who market job positions with a slant of content marketing, meet the people who they hire throughout the process within 1 to 5 days out of 250 applicants."
For organizations who are considering content marketing, Bohdanyk says, “Try it.” While he emphasizes that it’s a longer-term strategy and you likely won’t see results overnight, he also says that it’s amazing because “it can have the same transformative impact on HR that it does on marketing. Great content attracts great people, and encourages the people creating it to stick around.” As Bohdanyk says, content recruiting’s benefit isn’t limited to recruiting; it can also have a powerful effect on retention. “If you are aligning yourself with people who are going to be able to articulate your company’s benefits, vision and goals, that’s going to create a lot of buy-in for those individuals and urge them to stay.”
Mark Bohdanyk, CCUE is Marketing Manager for HireMojo, and has years in marketing and sales for both finance and financial institutions. HireMojo is a hiring and recruiting automation software designed to connect you with qualified candidates.