Select The Best Content Partner
Choosing a smart content strategy and partner who can produce great careers content is the foundation of agile content marketing. Agile content development is best executed by a partner that has creative, strategy, production, and analytics under one roof. This eliminates the communication slowdowns of older traditional models (between employer brand, agency, production company and media), and makes the process more effective, cost-efficient, and more cohesive for the candidate.
As digital evolves, ita��s imperative to seek out a partner who embraces technology and software to automate as much content generation and distribution as possible. Ensuring careers content is SEO and mobile, as well as developing a means to connect the dots amongst created and curated content with open requisitions that best match the story being told, provides a better user experience for the prospective candidate and streamlines the entire process.
When strategy, creative, and production teams can sit side by side and collaborate fluidly, agile content is the by-product. A perfect example of this isA�Red Bull, which revved up and energized its consumer marketing initiatives by combining brand, agency, and production company into one.
Develop A Living, Breathing Content Strategy
Since a branda��s content strategy is often established at the very beginning of the process, the ongoing challenge is to make sure that strategy stays true to the objectives that it was built around, while also being fluid enough to evolve as job markets and hiring needs change.
The most important part of setting your branda��s agile content strategy is having a clear idea of why your brand is creating content to begin with and what youa��re aiming to achieve. For example,A�Whole FoodsA�calls itself a�?Americaa��s healthiest grocery storea�? and has created an entire content platform to back up that claim.
Whole Foods has established itself as more than a place to get food; it is officially an important part of customersa�� lifestyles and a part of their image. It has done this, in part, by introducing an entire educational platform where it offers custom content on topics such as sustainability, animal welfare, and GMOs in food. What is especially notable is its aggressive use of all social media platforms as an engagement and distribution tool for its content and its deep understanding of the visual web that permeates its digital assets via beautiful photography, graphics, and design.
WhileA�Whole FoodsA�andA�Redbull, both of which offer food and beverage products, vary greatly on what they deem their audiences find interesting and crave (nutrition vs adrenaline), each brand understands its audience, the type of content which resonates best and further establishes each brand as leaders in their niche.
Once your branda��s content strategy is set, it should be seen as a living framework and playbook that should evolve over time. Recognize that your brand and content both live in a dynamic world that changes constantly. Though the companya��s main areas of hire may not change, the skills needed and actual content you create, and where ita��s published, probably will. With digital, you have the ability to monitor and understand your candidates, and deliver to them exactly what they want when they want it.
The main takeaway and key to success for all talent attraction stakeholders in agile content development is that you have to be comfortable knowing that you cana��t know everything that lies ahead. Agile content development are for those who persevere and adapt.
Employer brands that plan ahead and train accordingly, will continue to rendezvous and dance with desired candidates, while theorists and educators will continue to a�?get it,a�? but while watching from the side of the stage.