How to Use Content Marketing for Your Talent Search

The increased pace of globalization and the current health of the global economy are driving many companies to seek more strategic ways to acquire and retain the best talent available.

And a key way many companies are differentiating themselves from the competition is by using content marketing to search for and attract skilled workers.

Content marketing improves the strategic efforts of talent acquisition, increasing a company’s awareness and attraction to prospective employees.

So how, exactly, does content marketing contribute to improvements in your talent search?

The following list breaks down how content marketing can amplify your talent acquisition endeavours.

1. Showcase corporate culture

Many companies see the “About Us” section of their website as a simple tool to introduce their brand to website visitors. But for prospective employees, the “About Us” page highlights key information regarding company culture and existing staff.

Creating a fully-fleshed out “About Us” page enables your business to demonstrate reassurance that a prospective employee can be a great fit for your corporate culture.

This is easier said than done though. To craft the perfect “About Us” section, it helps to:

  • Acknowledge that it requires consideration and consistent effort as it must attract both prospective employees and potential customers.
  • Have individual employee profile pages aggregated across the page to attract unique talent.
  • Encourage each current employee to personalize their own biography page.
  • Let your employees do the “talking” as this will capture and attract the attention of unique talent.

2. Encourage employee participation

To go further than a simple profile page hidden within your website’s “About Us” section, encourage your current employees to provide cameo contributions to several of your brand’s content channels. Whether it’s through social media, blog posts, white papers or other publications, offer opportunities for your employees to present their impressive content skills.

If your employees are enthusiastic about the company and its corporate culture, this will shine through in the content they share. Passionate employees attract like-minded talent. Nurture this desire to share their love for your brand through content, and you may find a larger, higher quality pool for your talent acquisition purposes.

3. Employ interactive content

Technology is transforming how today’s talent discover new opportunities. The rising demand for skilled professionals bestows a certain degree of power to prospective employees, changing the dynamics of the job search. The run-of-the-mill career site won’t attract the discerning candidate – not anymore.

  • Use graphics. Visuals are a form of content that can be used to draw interest from highly qualified talent and help your business stand out from the crowd.
  • Produce and share videos highlighting employees, corporate culture, and core values. Videos are one form of interactive content that is becoming increasingly important in converting prospective recruits.
  • Use other forms of interactive content to effectively grab the attention of candidates:
    • Fun quizzes
    • 360-degree video tours such as Facebook 360
    • Employee Q&As

Each of these various platforms provides candidates with a glimpse of your company culture, enhancing attraction, improving the candidate experience, and increasing retention.

4. The importance of ROI and measurements

Any marketing campaign will require measurable returns on investment to ensure the success of your efforts. When using content marketing as a recruitment tool, set up analytical software to track conversions and point to sources of traffic.

Understanding which marketing channels attract the highest qualified candidates provides strategic insight into where your efforts must be directed to relative effectiveness.

5. The benefits of marketing automation

As an important digital tool, marketing automation can serve to eliminate certain mundane tasks associated with marketing campaigns or initiatives.

Certain mediums of content marketing can be automated with marketing software and distributed through the right channels to the right candidates at the right time. Automation can make the most out of your content and give it context, generating quality candidate leads and nurturing a talent’s potential interest in your company.

A key recruitment driver

Content creation is a powerful marketing tool that can serve many purposes within your company. In the case of talent acquisition, content marketing can be a key driver to successfully attracting and converting prospective candidates.

Use the actionable takeaways above to implement a recruiting strategy that will attract candidates and proactively transform passive viewers into qualified, active leads.


A passionate recruiter with more than 12 years in the executive search industry, Payal Bhatia is an international headhunter and business partner for RM & Associates in the MENA region specializing in the FMCG, retail, telecom and engineering sectors.

Why Your Business Should Focus on Retaining the Customers

Attracting customers is the lifeblood of any company’s success. Big budgets and heavy marketing artillery are allocated towards this goal. A lot of time is dedicated to figuring out acquisition tactics.

However, what must not be overlooked is that cultivating customer loyalty also has a profound impact on the bottom line. In fact, it is easily one of the best strategies to accelerate growth and make strides towards the forefront of the industry. After all, long-term customers add much more value to your business than single-deal ones.

Numbers game

If you possess appropriate resources, enticing someone to make a one-time purchase is not too hard. On the other hand, prompting people to stay with you and inspire loyalty in them is an entirely different ballgame. It takes a lot of time and requires you to invest a great deal of work. The rewards that lie down the road are too big and opulent to be missed or overlooked.

The math may seem odd to some, but it has been proven: Improving your retention rates by just 5% can increase the profits by 25-95%. Thus, the return on investment (ROI) is impressive, and it is not hard to understand why. Loyal customers feel comfortable making frequent purchases, and they tend to become larger and larger as the time rolls by.

This allows you to tap into the stream of repeat purchases and elevate your organization. This kind of revenue base is more profitable, but also far more predictable.

Another great thing about retention is that the costs are much lower than the cost of acquiring a customer. Believe it or not, on average, acquisition costs around 30 times more. Taking into account these findings, we become aware that it makes so much financial sense to focus on building meaningful relationships with your customers.

Sowing the seeds of loyalty

There are many things you can do to nurture customer loyalty and turn people into long-haul partners and brand ambassadors. It all starts with thorough market research, the bedrock of getting to know consumer wants and needs. Next, you need to use gathered insights to put a solid after-sales service strategy in place.

It can encompass everything from sending birthday gifts and emails to offering coupons and discounts. So, do a follow-up whenever someone expresses interest or purchases your product and service. Make sure to ramp up your remarketing efforts. Launch creative loyalty programs that add value to the life of the customers. Never make promises you are not able to keep.

Furthermore, take your customer service to the next level. Embrace a holistic approach and realize that everyone in your company is responsible for putting the best face forward. Offer consistent experience across all touch points and make certain that all departments are working hand in hand towards maintaining good public relations. Train your staff accordingly and formulate clear expectations and policies.

Note that apart from the optimal buying experience, marketing has a big role to play. If you lack the expertise, don’t hesitate to hire professionals to handle some aspects of your marketing and branding. There is an innovative brand agency from Melbourne helping various businesses take off and boost their visibility. But, regardless of where you are, it should be possible to acquire professional aid locally or by outsourcing online.

Reaping the benefits

A shift of focus towards retention leads to more optimal resource allocation. You are in a position to keep the spending in check and achieve significant savings in the long-term. Of course, you can then use the money where it’s needed the most and make a real difference. In addition, having devoted brand ambassadors to back you has an incredible effect on your image and brand.

Namely, word-of-mouth promotion is something that allows you to stand out and attract new customers without employing expensive marketing tools. Studies have confirmed that modern consumers highly trust customer reviews and testimonials. Therefore, maintaining long-term relations is one of the best demonstrations that you care about your customers and provide a great customer service experience. Others will start wondering what it is that you have in store.

The list of benefits goes on, but by now, you should be convinced about the importance of customer retention. However, nobody is saying you should forsake customer acquisition strategies. On the contrary, keep it one of the staple elements of your success formula.

That being said, in this day and age, keeping your fingers on the pulse of your existing customer base is not optional: It’s the name of the business game.

A force to be reckoned with

Attracting new customers is important, but retaining them is something else. It’s a potent strategy that calls for a long-term perspective and commitment. You need to lay the foundations of lasting trust and loyalty.

Look beyond immediate avail and profit. There is a lot of evidence that shows that repeat purchases coming from loyal customers can account for the lion’s share of the revenue and serve as a driving force behind the business growth and expansion.

So, make sticking to your offerings worth it and rewarding for customers. Set yourself apart from the competition and lure people out of their camp. The good word travels fast, far, and wide, and brand awareness follows in its wake.


Dan Radak is a marketing professional with eleven years of experience. He is currently working with some companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and a regular contributor to Technivorz.

8 Goals New Business Owners Should Set in 2018

The last few weeks of planning for 2018 will set the tone for your organization in the coming year. You might be experiencing a busy year-end, but you can start to prepare for success today. A goal can start with the improvement of your content marketing by investing in training for your staff.

Most companies prepare for this moment 12 months before the New Year. With the help of roadmaps and an action plan, updates can be added throughout the year.

Before you schedule a meeting to discuss ideas with executives and key players in your company, we recommend that you consider implementing these strategies in your company.

1. Marketing to New Audiences

The demographics of your accounting firm is set in stone from previous decades. However, there is currently a shift in an age group in the United States that your research team needs to consider.

According to a graph on DQYDJ, in 2015 the workforce primarily consisted of employees between 25 – 44 years of age. The moment you invest time in segmenting the age, income, and race of your target audience, the branding, messaging and products you offer clients can change. As a result, you can increase profits by catering to the needs of potential customers.

2. Time to Consider New Markets

If you provide accounting services for clients to walk-in, you may want to consider opening a new location next year. Office space in urban city locations can be expensive. Personal and business customers that reside in the suburbs need a convenient accountant or firm to depend on throughout the year.

The concept of maintaining relationships with customers is ideal. However, the opportunity to service new customers is as rewarding financially.

3. Embrace New Equipment or Technology

Do you have outdated equipment? It is time to reconsider the idea of saving money with a new and improved system. It can potentially increase the productivity of your users and revenue. The best route is to start with a platform your teams uses every day such as an invoice software and encourage an open discussion on how to improve the system.

If you are lacking in resources, a small business line of credit or loan can be used for the expenditure with monthly payments established that you can afford. Here are a few pieces of equipment and technology to consider:

  • Customer Relationship Management (CRM) software
  • New signage
  • Office equipment
  • Heavy machinery
  • Office furniture

Set up a meeting with key members of each department to discuss items that software and equipment that is outdated. It can appear at first as an unnecessary expense that can result in a high return on investment.

4. Improve Employee Benefits

Most areas overlooked by organizations when planning for the year ahead is its internal staff. The human resource team is your key asset to discuss plans on how to retain top talent.
One of the best ways to prevent employees from considering new employment at another company is to provide improved benefits. A few of the least expensive ideas are listed below:

  • Remote work opportunities
  • Career development resources
  • Training in other departments
  • Decrease summer work hours on Friday
  • A room for employees to take breaks

5. Business Plan for the Long Term

A starting point to determining goals for the following year is to understand goals for the next five years in a business plan. Once you establish a list of short and long-term goals, set the timeline for three to five years. It will be easier to start preparing for 2018.

Think of it as larger pieces of a puzzle placed together to help your team see the overall picture. On a piece of paper, set goals into categories that can include, service, social, profit, and growth. A list of the benefits to focusing on these categories is listed below:

  1. Customer service and retention can improve
  2. Community involvement to improve public relations
  3. Increase of revenue
  4. Enhance the organization’s size of target audience, employees, etc.

We recommend that you encourage your employees to be creative when thinking of ideas. The imagination can produce strategies that can potentially improve the way your organization functions.

The internal and external factors of the way you do business can be improved in many areas. It may have been a good year in 2017, but the moment employees feel comfortable about organizational success is when most companies begin to recognize problems.

Think about your employees, customers, potential customers, stakeholders, and investors. If you can establish a set of goals for all to benefit, you can review this blog again at the end of 2018. Good luck!



Makeda Waterman is a professional writer with clips from CNBC Make It., Huffington Post, Glassdoor.com, Elite Daily, Fast Company, among others. She owns an online writing business and enjoys traveling in her spare time.