Hey Reader!
One of the most common challenges I hear from talent acquisition professionals trying to embrace content-driven hiring is this: "We know we need to create content, but we have no idea what to post!"
I've had countless conversations with recruiters and TA leaders who want to leverage content creation. Across the board, knowing what to post is the biggest hurdle for almost everyone.
Today, I'm going to share four basic steps to help you figure out what type of content to create. Even if you've already started posting content, you may have missed some of these important tactics. Some of these are based on my recent conversation with Taylor Dessyn on the Throw Out The Playbook Podcast.
What most recruiters get wrong with their content
- They're unclear on who their audience is
- They try to copy what other recruiters are doing without considering their unique value proposition
- They create generic content that doesn't address specific candidate pain points
- They forget to have fun and miss out on building genuine connections
These mistakes are normal. I made every single one of them when I first started posting on LinkedIn. But I've learned a lot since then, and I'd like to help you avoid these pitfalls.
Here's the short list of priorities that I focus on to ensure that I never run out of relevant content for candidates:
Priority 1: Who are you trying to reach?
You need to figure out who you're talking to. Your content can't be for everyone. As recruiters, we often speak to both sides of the market: the candidate and the hiring manager. Taylor explained this masterfully: "Figure out who you're trying to talk to and develop content for that audience, don't develop content for you."
Priority 2: Listen to your audience
When you know who you're trying to reach, the next step is to listen to them and figure out what they care about. How do you listen to them? You interact with them where they hang out. Follow their blogs, go to conferences, and infiltrate your audience's world, and you'll immediately figure out their needs, challenges, and interests.
Priority 3: Understand your industry
Once you understand your audience, you can focus on solving their specific problems. As Taylor said, "Before I speak, I need to know the industry." This knowledge allows you to create content that truly resonates with your ideal candidates.
We're not always experts in the field we recruit for, but if you take the time to understand your industry, you'll get much further than the average recruiter. Taylor is constantly invited to speak at developer conferences even though he's not a developer and never has been. But he understands the industry.
Priority 4: Create content that adds value
Taylor advises, "Focus on providing genuinely helpful information that demonstrates your expertise and builds trust." This means creating content that addresses your audience's needs, not just promoting job openings.
Remember, you might not be an expert developer, but you're the expert at hiring developers. Know your lane, stay in your lane, and leverage that expertise when you create content for your audience.
In Conclusion
If you want to create content to attract candidates and clients but you're not sure what to post about, focus on these four priorities:
- Get clear on who you're trying to reach
- Listen to them
- Understand the industry and what they care about
- Create content that directly addresses their needs
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By focusing on these priorities, especially knowing and listening to your audience, your team will be well-positioned to leverage content-driven hiring effectively. You'll be able to attract better-fit candidates, reduce time-to-hire, and build a strong talent pipeline for the future.
As Taylor puts it, "…every recruiting organization right now needs to be focused on building content, creating content." By truly understanding and addressing your audience's needs, you'll be ahead of the curve.
Talk to you next week!