As an HR pro, you know that engaging with talent, building your brand, establishing authority, and networking is crucial for success. But with so much competition and noise out there, it takes work to stand out. That’s where strategic content marketing comes in.
Consistently creating and distributing quality, relevant content allows you to promote your employer brand to prospective and current employees authentically. It’s an opportunity to showcase your organization’s values, culture, and employee experience far and wide – on your own terms.
This post will explore seven content marketing tips and examples for HR audiences and leaders. Whether you want to improve talent acquisition, boost retention, position your company as an employer of choice, or establish thought leadership – these practical strategies will help you make your mark in the digital world. Let’s dive in and see how content marketing can help your HR department achieve key business goals.
- Enhance the Overall Employee Experience
Want to take your employer brand to the next level and stand out from the competition? A killer employee experience is critical. And you guessed it — content plays a huge role in crafting an unforgettable experience that makes employees feel valued and excited to work at your company.
Internal newsletters sharing company updates, wins, new hires, and upcoming initiatives keep people in the know and make them feel part of something bigger. Don’t forget to highlight important events and observances, like Black History Month, Pride Month, National Hispanic Heritage Month, etc. A little recognition goes a long way, especially for minority groups within your organization.
How about content that supports career growth and development, too? We’re talking informational resources such as online courses, training videos, coaching programs — all that good stuff. Employees care about progressing, so why not show them you care, too?
An HCM system can play a crucial role here by centralizing learning content and enabling employees to access development resources, making it easy for people to advance their skills. HCM software also empowers business-wide collaboration – allowing employees to exchange knowledge and work together on passion projects or cross-functional initiatives.
Simply put, the goal is crafting content that makes your people feel seen, heard, and invested in. Do that, and watch retention, recruitment, and advocacy shoot up while satisfied employees proudly become influencers who rep your brand and share content across their social channels.
Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “In our quest to enhance the overall employee experience, we transformed our internal newsletter into a dynamic content marketing platform. It’s more than just updates; it celebrates our team’s stories, achievements, and insights. This approach has turned our newsletter into a vibrant community hub, fostering a sense of belonging and sparking innovation. The result? A noticeable uplift in team morale and engagement. By leveraging content marketing internally, we’ve created an environment where every team member feels valued and connected.”
- Create Engaging Video Content
If you want to bring your employer brand to life and connect with candidates and employees, look no further than video content. 91% of people say they want to see more online videos from brands, which are twice as likely to be shared than other content. It’s time to take advantage.
Still, trying to figure out where to start? What about video content such as insider office tours, day-in-the-life job shadowing, and employees discussing your fantastic culture? This content offers an authentic peek behind the curtain and lets people know about your company. Hopefully, they’ll get pumped about potentially joining (or staying) on the team.
You can also create helpful tutorial videos or host webinars that walk new hires through need-to-know stuff as they get acclimated. Making things easy for them engenders goodwill and will help to boost new starter retention rates. Let’s not forget about training videos that make grasping key concepts and policies way more interactive than some boring handbook. People learn better when they can see, hear, and interact.
Highlight real employees sharing real experiences in testimonials. That builds trust and connection. Video brings your employer brand to life in memorable ways that other content can’t consistently achieve.
- Make the Most of Social Media Platforms
Social media presents a huge opportunity for HR teams to expand their reach, build brand awareness, and engage active and passive talent. Platforms like LinkedIn, Twitter, Instagram, and TikTok allow you to connect with audiences in the spaces where they’re already active.
For example, LinkedIn is a prime platform for HR networking and thought leadership. You can share articles, case studies, and insights to position yourself as an industry expert. Joining and participating in niche HR groups expands your reach tremendously.
Twitter is ideal for real-time news sharing and commentary. Use hashtags like #HR, #recruiting, #employment, etc., to tap into more extensive conversations. Follow influencers in your space to increase your exposure.
On Instagram and TikTok, you can get creative with behind-the-scenes employer brand content (as discussed in the previous section). Show what it’s like to work at your company in a fun, authentic way. Once again, user-generated content from employees carries weight here too. The key is determining where your audiences are most active and then developing content tailored to those platforms.
- Build an Extensive Library of Content
Want to become a true knowledge hub and resource center for employees, candidates, clients, partners, and other stakeholders? Build yourself an extensive content library. We’re talking blogs, eBooks, guides, whitepapers, case studies, webinars – the works. The objective is to position yourself as an education station for all audiences.
Cover hot topics like hybrid work policies, DE&I initiatives, leadership principles, professional development, industry trends, premises liability, product benefits, and thought leadership perspectives – what are your audiences engaging with most?
As for the various content mediums, blogs allow you to dive into subjects in an approachable way. Ebooks help condense and package your thoughts nicely. Webinars make learning interactive. And remember the almighty case study. Show exactly how you solved problems and delivered results for clients in the past (more on this in the next section).
A diverse content arsenal demonstrates your expertise and provides value to internal and external audiences at every stage. You become a go-to thought leader and resource. So start cranking out blogs, recording webinars, and showcasing wins. Build that robust library and watch your authority and influence grow.
- Showcase Social Proof with Case Studies
As mentioned in the previous section, case studies are powerful content for demonstrating expertise and building credibility. But it’s worth diving deeper into why they are so effective, especially for HR teams and leaders.
At their core, compelling case studies act as social proof and peer validation for what you offer. You build trust with new prospects by showcasing specific examples of how you helped past clients solve challenges and achieve results.
For HR, case studies could highlight how your services improved talent acquisition, boosted retention, created an exceptional onboarding program, developed leaders, enhanced company culture, etc. Get detailed by including qualitative and quantitative results, emphatic testimonials, and key learnings. That shows the true impact you can make.
And don’t just keep case studies hidden. Promote them across your website, social media, email newsletters, and other channels. Repurpose the content into blogs, one-pagers, graphics, and more.
High-quality case studies lend tremendous credibility when used correctly, acting as persuasive peer endorsements that lead new clients to believe you can do the same for them. They provide the social proof that convinces audiences to take action.
- Organize Content Based on Personas
One of the most effective ways to create content that truly engages your target audiences is to develop personas for your audiences. That allows you to tailor content specifically for each one. For example, your personas could include:
- HR Directors – Looking for big-picture strategy, leadership principles, change management
- Recruiters – Interested in sourcing tactics, building employment brands, talent analytics
- Young Professionals – Prioritize career growth, work-life balance, DE&I
- Parents/Caregivers – Value family leave policies, childcare benefits, and flexibility.
Once you determine your core personas, map out their pain points, goals, and preferences – then develop content that speaks directly to what matters most to each audience segment.
Most importantly, you need to get hyper-relevant by using language, tone, topics, and formats that resonate with each persona. Send content to them across channels they frequent, like email newsletters, social media groups, etc.
While creating mass content for general consumption has value, persona-focused content cuts through the noise. It demonstrates you truly understand the people you aim to reach, engage, and serve.
- Interact with Thought Leaders and Influencers
Want to take your content game into overdrive? Collaborate with big-name thought leaders and influencers in the HR space. These people have serious pedigree and an established audience – so much so that getting them on your side lends instant credibility by association. There are many partnership opportunities, such as
- Interviewing an industry thought leader for your podcast or blog.
- Co-hosting a webinar and gaining exposure to each other’s audiences
- Featuring them in a guest blog post with a unique perspective
- Partnering on an ebook, guide, or white paper that packs a punch
- Having them contribute quotes or insights for your content
The goal is tapping into their reputation and followers to spotlight your own brand. Once a partnership is established, you need to promote collaborative content like crazy across your channels (through mediums such as social campaigns and email newsletters).
And remember reviews. Ask influencers to try out your product or service and provide an endorsement. A credible co-sign goes a long way in this world.
Leveraging partnerships with respected voices in your niche establishes authority and gets more eyeballs on your content and brand. Brainstorm creative ways to team up with those HR stars and tastemakers. Power collaborations can take your content marketing game to the next level.
Conclusion
We covered everything from boosting your employer brand through engaging employee content to leveraging video and partnering with influencers. Now it’s over to you. Take these strategies and put them into action for your brand. Be sure to keep dishing out fantastic content on the regular. As always, consistency is vital.
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