{"id":75868,"date":"2022-09-22T09:00:47","date_gmt":"2022-09-22T08:00:47","guid":{"rendered":"https:\/\/www.bullhorn.com\/uk\/?p=75868"},"modified":"2022-10-13T22:29:06","modified_gmt":"2022-10-13T21:29:06","slug":"what-types-of-content-will-your-candidates-respond-to-best","status":"publish","type":"post","link":"https:\/\/www.bullhorn.com\/uk\/blog\/what-types-of-content-will-your-candidates-respond-to-best\/","title":{"rendered":"What Types of Content Will Your Candidates Respond to Best?"},"content":{"rendered":"

Like every consumer, candidates respond to content that best relates to their interests, desires, and pain points. Sounds easy enough, but there is art, science, and not a small amount of strategy in creating timely and relatable content and delivering it when needed.\u00a0 Doing it right takes:<\/span><\/p>\n

    \n
  1. Depth of understanding of your unique candidate segments<\/span><\/li>\n
  2. Insight into their unique journey to successful career choices<\/span><\/li>\n
  3. Recognising triggers that tell you when to deliver the right content based on their pain points\u00a0<\/span><\/li>\n<\/ol>\n

    Communication strategies must go beyond brand awareness or thought leadership content. In today\u2019s digital world, your communication strategy needs to solve candidate pain points and drive value for your candidates throughout the entire candidate lifecycle.<\/span><\/p>\n

    First, we\u2019ll uncover key aspects needed in your engagement strategy before discussing the different stages of the candidate journey, and what types of content are most important each step of the way:<\/span><\/p>\n

    Depth of understanding of your candidate segment<\/b><\/h3>\n

    Yes, this means persona understanding. What makes your segments unique? Who are they? What do they care about? What do they worry about and when?\u00a0 How do they define success? What pressures and demands do they face?\u00a0<\/span><\/p>\n

    Candidates are people, and people want to work with organisations that understand them and can continually offer them value when they need it most. Many recruitment organisations have a deep understanding of their offerings and develop excellent thought leadership content for brand awareness but struggle to connect marketing content on an individual candidate level. Audience understanding is the core of valuable content for your candidates and unique market positioning.<\/span><\/p>\n

    Insight into their unique journey to successful career choices<\/b><\/h3>\n

    Once personas are clearly defined, layering on their unique activities across different stages of their journey allows organisations to develop content that resonates across the candidate lifecycle. What are they thinking, feeling, and doing as they go through their journey? Not what are they thinking about YOU, but what are they thinking about their own needs? The result of the exercise below will vary drastically depending on the candidate segment (persona).\u00a0<\/span><\/p>\n

    Here’s a sample framework for Customer Activity understanding:<\/span><\/p>\n

    Awareness<\/strong><\/h4>\n

    The candidate may or may not know that your recruitment agency even exists.\u00a0 What they do know is that they are unhappy in their current position and are open to exploring a new opportunity.<\/span><\/p>\n

    Maybe they are THINKING: What do I want to do next? Who can help me get what I want?<\/span><\/p>\n

    Maybe they are FEELING: I don\u2019t like change. I\u2019m busy and searching for a job is a lot of work.<\/span><\/p>\n

    Maybe they are DOING: I\u2019m applying to jobs and\/or researching recruitment agencies. I\u2019m updating my resume\/social profiles.<\/span><\/p>\n

    Potential Content: Establish your organisation as a trusted advisor and guide in their journey. What are their options? What can they expect from a recruiter? How will you put them in a better position professionally?<\/span><\/p>\n

    Consideration<\/strong><\/h4>\n

    The candidate\u2019s big questions have been answered, and they have decided on a preferred path to find their next position.<\/span><\/p>\n

    Maybe they are THINKING: Which recruiters that I have talked to do I like? If I get an offer, am I prepared to take it?<\/span><\/p>\n

    Maybe they are FEELING: I\u2019m uncertain of what to expect. I\u2019m excited about a potential new role.<\/span><\/p>\n

    Maybe they are DOING: I\u2019m preparing to interview. I\u2019m talking with family about potential and impact.<\/span><\/p>\n

    Potential Content: We\u2019ll help you move from ideation to execution in finding your next role. How does the process work? What potential (open) jobs may be a fit for you? What is your market value?<\/span><\/p>\n

     <\/p>\n\"\"<\/a>\n

     <\/p>\n

    Placement<\/strong><\/h4>\n

    The candidate is interviewing, has identified a position(s) that they are interested in, and are looking forward to accepting a new job.<\/span><\/p>\n

    Maybe they are THINKING: Is this job right for me? What will my day-to-day to look like? Will this company\/team\/manager value of my skillset?<\/span><\/p>\n

    Maybe they are FEELING: I\u2019m excited for something new. I\u2019m nervous to tell my current employer. I\u2019m hoping I picked the right job.<\/span><\/p>\n

    Maybe they are DOING: I\u2019m consulting with my inner circle to make the decision. I\u2019m working on employment eligibility documentation. I\u2019m negotiating an offer.<\/span><\/p>\n

    Potential Content: We\u2019ll help you manage the emotion and stress of change in your life. How can you tell your current employer? How can you adjust to a new environment? What details do you want to discuss with family or friends?<\/span><\/p>\n

    Transition<\/strong><\/h4>\n

    The candidate has accepted a new role and is in the process of preparing for the job to start and then adjusting to the first couple of weeks in the new role.<\/span><\/p>\n

    Maybe they are THINKING: How am I doing? Do I like it here? Who am I going to be friends with?<\/span><\/p>\n

    Maybe they are FEELING: I\u2019m loving this honeymoon stage. I\u2019m worried about too much or not enough work. I\u2019m not sure I like it here.<\/span><\/p>\n

    Maybe they are DOING: I\u2019m learning a lot very quickly. I\u2019m trying to make connections within the company. I\u2019m busy onboarding.<\/span><\/p>\n

    Potential Content: Continue to deliver value even though the \u201crecruitment process\u201d is winding down. Your recruiter still cares about you and supports you. How can you\u00a0 manage the onboarding phase? Are there tips to building relationships in a new organisation?<\/span><\/p>\n

    On Contract<\/strong><\/h4>\n

    The candidate is settled into their role, the honeymoon stage has worn off and they have reached their new normal.\u00a0\u00a0<\/span><\/p>\n

    Maybe they are THINKING: Will they hire me full time? Do I like working here? Am I being challenged? How do I know if I\u2019m providing value and my employer is satisfied with my work?<\/span><\/p>\n

    Maybe they are FEELING: I\u2019m happy\/satisfied\/dissatisfied with this job. I\u2019m attached\/unattached to this organisation. I\u2019m not sure I want to continue this contract.\u00a0<\/span><\/p>\n

    Maybe they are DOING: I\u2019m getting embedded with the team. I\u2019m learning and advancing my career. I\u2019m adding value to the organisation.\u00a0<\/span><\/p>\n

    Potential Content: Make them feel part of a community that is helping them continue to grow. Provide performance feedback and continue to be there and are available when it\u2019s time for their next role. Can you provide news or professional development opportunities relevant to their industry\/skills?<\/span><\/p>\n

    Preparing to Redeploy<\/strong><\/h4>\n

    The candidate\u2019s contract end is imminent, and they begin to think about what is next for them in their career.<\/span><\/p>\n

    Maybe they are THINKING: Do I want to reengage with my last recruiter? What recruitment agency has the best opportunities for me? What do I want to do next? Do I want another contract vs. time off\/permanent role?<\/span><\/p>\n

    Maybe they are FEELING: I\u2019m ready to move on. I\u2019m uncertain\/nervous about what will happen when my contract ends. I\u2019m not prepared to start the process again.<\/span><\/p>\n

    Maybe they are DOING: I\u2019m networking and applying to jobs on my own. I\u2019m updating my resume and social media. I\u2019m dealing with contract extension ambiguity.<\/span><\/p>\n

    Potential Content: Establish that you are still their trusted guide and are hard at work to understand what they want next and are ready to find their next role for them. How exactly are you going to guide them? What opportunities exist because of their additional experience?<\/span><\/p>\n

    Recognising triggers that tell you when to deliver the right content\u00a0<\/b><\/h3>\n

    Blogs and social postings are a great way to deliver thought leadership content and establish brand credibility. But what guarantee do you have that you are reaching your candidates at scale and with content that meets their needs at the right time?<\/span><\/p>\n

    Do you use job boards for new candidates (or the same candidates) every time you have a new contract? Do your candidates ghost you? Do you have candidates that redeploy with competitors? Is your content self-serving while they are on contract (surveys and referral requests vs. also giving them something to help them\/show them you continue to invest in them and their career)?<\/span><\/p>\n

    CRMs and ATSs are overflowing with data points that are clear trigger points in time along the candidate lifecycle. Is your data and tech connected to allow you to deliver value at those individual trigger points? Do you have automations in place that serve your candidates with personally relevant content at scale throughout their journey? Do you have automations in place to continue the conversation when your candidates interact with your content? <\/span>This is the content that your candidates will respond to the best!<\/b><\/p>\n

    The whole premise of Bullhorn\u2019s <\/span>Connected Recruiting<\/span><\/a> methodology is to engage your talent at EVERY stage of the talent lifecycle.\u00a0 If the candidate is engaged back, you know you are adding value and establishing yourself as a trusted advisor.\u00a0 Candidate attraction is no longer just a top of the funnel activity, and your communication strategy needs to encompass the entire candidate lifecycle.\u00a0 The best place to start is by building a culture that is invested in understanding the hopes, fears, and pain points of your candidates and finding scalable ways to solve them.<\/span><\/p>\n

    The recruitment agencies leading the pack are investing in scalable processes, technologies, and communication strategies to ensure long-term growth and drive enterprise value. Parqa exists to get you there faster, with less risk and stronger returns.\u00a0\u00a0<\/span><\/p>\n

    \n

    Get help with delivering individually relevant content at scale with Parqa.<\/span><\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    Like every consumer, candidates respond to content that best relates to their interests, desires, and pain points. Sounds easy enough, but there is art, science, and not a small amount of strategy in creating timely and relatable content and delivering it when needed.\u00a0 Doing it right takes: Depth of understanding of your unique candidate segments […]<\/p>\n","protected":false},"author":491,"featured_media":74623,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[583,585],"tags":[],"class_list":["post-75868","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-staffing-technology","category-tips-tricks-and-how-tos"],"acf":[],"yoast_head":"\nWhat Content Will Your Candidates Respond to Best? | Bullhorn UK<\/title>\n<meta name=\"description\" content=\"In today\u2019s digital world, your communication strategy needs to solve candidate pain points and drive value for your candidates.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bullhorn.com\/uk\/blog\/what-types-of-content-will-your-candidates-respond-to-best\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Content Will Your Candidates Respond to Best? 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Jared enjoys working with staffing firm leaders to integrate digital and automation strategies into overall business decisions - with an emphasis on nurturing clients and candidates to drive revenue. Julie Haldorson, Executive Vice President of Parqa Julie has been a leader for the past 20+ years in business consultation and lifecycle marketing focused on driving mutually beneficial relationships between businesses and their customers. Over the years, she has developed and implemented communication, technology and data strategies to drive business outcomes for global organizations like United Airlines, Medtronic, Electrolux and Masco Corp. 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