Updated: Apr 23
ENGAGING & SNACKABLE CONTENT MARKETING PLAN TO ENGAGE TOP TALENT DURING A PANDEMIC
Engaging talent is not easy. More so because of the pandemic, the disruption and the digital competition that has intensified during this time to attract and engage talent. Sometimes you are at your wits end for ideas to create new kinds of content, we have therefore put together an exhaustive list of content generation formats that you can use to put your employer value proposition in front of your target audience in a meaningful and engaging way.
WHY? BECAUSE CONTENT IS THE FUEL THAT FEEDS YOUR EMPLOYER BRANDING ENGINE
Focus on building excitement and eliciting an emotional response from not only your candidates but also your employees. Generate a feeling of pride, tug their heart strings and alter brand perceptions. You can use both long form content and short form content to work in your brand's favor. Long-form content offers great depth of information on your company and its mission, relevant industry topics. It must have substance and purpose in order to be deemed useful by your talent group. While short form content need to be like instagram stories - short, sweet, helpful. So that it leads to more interactions with the audience.
So when you want to educate and inform your talent group use long form content and when you want drive engagement and give updates use “snackable content” by adding relevant buzzwords, and imagery.
Here you go with the ultimate curation of best content marketing formats:
Examples of Long-Form content formats:
3. Case studies
7. Employee stories
9. How to’s
11. Media Articles
12. Press Release
15. Ultimate guides
Examples of Song-Form content formats:
19. Breaking news
20. Career journeys
23. Content calendar
26. Gen Z Slangs
28. Hashtag branding
30. Instagrams stories
31. Job Tiles
35. Micro stories
36. Moment marketing posts
38. Social media posts
39. Stats sheet
41. Etc. (coz we don't know what new trends will spring up in 2021, so we always leave room for something new, something extra)
Don't forget to create supporting visuals, illustrations to make your employer branding content more appealing.
And to articulate the ROI of your content marketing plan, measure the following:
reach and engagement for career-related opportunities on your social channels
best and worst performing content formats e.g. vlogs, reports, cinemagraph, videos, gifs etc.
top online channels
follower increase on career related social channels
traffic on careersite coming from content on social media
We hope this article did give you 'some idea' about 'new ideas' in using content marketing to elevate your employer brand.
Also do you think we have missed a format? Please do share content ideas that have worked for you in the comments section below!