No matter how advanced technology becomes and how it shapes the world of digital PR and content marketing, I believe one thing will always be true: Your company needs talented, high-performing employees to help you innovate and lead your industry.
It’s not enough to hire talented people, though. You have to actually retain them. A good strategy is to train employees so well they could leave but treat them well enough that they never really want to. Part of doing that well means actively engaging them, challenging them, and helping them feel rooted in your company and its mission.
How do you do that? Well, if you’re doing digital marketing right, the answer is probably already in front of you.
The Right Content for the Job
The content strategy your marketing team uses to help your brand build influence, generate leads, and grow as a leader in your space can also be used as a recruiting strategy. That’s because marketing isn’t limited to one department anymore, and you can actually use the content from marketing to speak to all kinds of audiences: current employees and future recruits included.
And you don’t have to use only written content, either, though that’s definitely going to be easier for your team to scale. A Vidyard study on the state of video marketing revealed that more than 90 percent of marketers said video content is important, and more than 2 in 3 participants surveyed planned to increase their budgets for video content creation.
If you want to grow your company and retain those employees, then pairing your team with video content might be a solution. Here are three ways to help your team get started bringing marketing’s content into the HR fold:
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1. Give your own employees the chance to shine.
A video-based content strategy that features your own employees is a good way to improve brand awareness by fostering employee engagement. Who better to showcase your company as a great place to work than the people who actually work for you?
Sure, your C-suite might have better insight into the fine details of your benefits, policy, and HR goals, but they’re not on the front lines in the same way your employees are. Plus, with video, those employees can offer personal testimonies that humanize your brand; pair that kind of engaging, personalized video content with your published thought leadership content, and your strategy will be even stronger.
But that’s not the only reason to put your employees onscreen. This kind of direct role in helping grow your company can fuel your employees’ sense of involvement. It gives them the chance to play an important role in the direction you’re heading, beyond their day-to-day responsibilities.
That feeling of trust and respect can translate to wins for your leadership team, too: When employees are more engaged and satisfied with their work, they’re more productive.
2. Enlist your thought leaders and your brand’s biggest internal advocates.
These videos are an opportunity for your internal brand advocates to share their messages on through a powerful platform, so choose wisely.
When we put together the Influence & Co. recruitment video, for example, we knew we wanted to give a couple of outspoken employees from various departments the chance to share their stories. Their experiences paint a picture of what it’s like to work here, while my co-founder, Kelsey, spoke from a leadership perspective about the company and industry as a whole. The video turned out well, and we use it in a lot of our recruitment efforts.
To do something similar, marketing and HR will have to work together to select who will speak and help them put their ideas together. You might be surprised by how easy it is to get in front of a group (or camera), talk, and lose track of time, so your employees might need help narrowing it down.
This will take some serious collaboration between your marketing team and your HR team, but it can be worth it. Nurturing thought leadership across your team like this is powerful in your efforts to treat your employees well enough to stay with you.
3. Embrace new platforms and emerging technology to help.
Referrals can usually be a solid resource for your recruitment. But, just as you probably don’t rely only on word-of-mouth marketing, you shouldn’t rely on just your employees to spread the word about your company.
Targeted ad campaigns, job boards, and even email campaigns are pretty common tactics to speak to audience members who could be interested in working for you, but other platforms can help you harness video content and personalize the experience.
Platforms like Kajabi and Udemy for Business can give your brand, its thought leaders, and company employees the chance to showcase their expertise and engage your audience — including recruits — through video. These platforms make it easy for you to keep employees engaged, plus they can help your marketing goals by offering educational content to your audience.
While your leadership team may have a good idea of what it takes to keep current employees and attract new ones, the time has come to let your employees in on those efforts. Let them provide a look into how your company runs and treats its best assets: the people themselves. With content, this inside look may have never been easier to showcase.
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This article was sourced from http://crm-news.info