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How to Build your Talent Brand with Content Marketing

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Martina Mercer
September15/ 2015

There are a vast number of businesses who use talent brand in order to promote their business as an attractive way to work. If you’re looking to attract new talent to your business in this way, content marketing can help you to connect with potential candidates.

In order to outline the ways in which recruiters can use content marketing to build their talent brand, Lucas Blake have created an infographic using key information from recent LinkedIn research.

The first step to building your talent brand with content marketing is to identify your target audience. Once you know who your content is being made for, you can tailor it for maximum impact.

When it comes to creating content to suit your audience, there are a wide variety of different types to choose from. Content has come a long way, rather than limiting yourself to articles and blog posts, you can now create engaging, consumable and sharable rich media content such as video, infographics and photos.

Whatever content you decide to create, you need to ensure that it’s authentic, reflects your company’s unique culture and values, as well as providing advice and insights to your target audience.

In order for this content to reach potential candidates, you need to know where, when and how to publish it. Below are some of the best social media platforms for distributing and promoting your published content:

LinkedIn

* For: Business updates and links to published content (articles and rich media)

* Peak Times: 7-9am 5-6pm

* Frequency: Start with 2-3 times/ week. Work up to once per day

Facebook

* For: Updates and links to published content (visual rich media)

* Peak Times: 6-8am 1-4pm

* Start with 2-3 times/ week. Work up to once per day

Twitter

* For: Short updates and links to published content

* Peak Times: 1-3pm

* Frequency: 2-5 times per day

Youtube

* For: Video (featuring your business, employees or customers)

* Peak Times: 12-1pm

* Frequency: 2 a month or more

Google+

* For: Links to published content (articles and rich media)

* Peak Times: 9-11am

* Frequency: A few times a week to once a day

It’s important to remember when sharing content on social media profiles that you remain responsive. If someone comments or asks a question, maintain the engagement by replying to them. You can also ask your employees to share your content, as they are an extension of your brand and your best advocates. If you are looking to reach a wider audience you may also want to consider sponsoring your content.

In order to measure the success of your content efforts, you need to monitor three specific factors. Firstly, keep track of your follower growth (are the numbers of followers on your social media profiles increasing). Secondly, monitor the impressions on your content (how many followers are seeing your content?). Finally, measure engagement with your content (keep track of likes, comments, shares to see how users engage with your content).

We hope that this actionable advice has inspired you to start using content marketing to boost you talent brand and attract new talent to your business. For more information, please see: www.lucas-blake.com/

LB - Content Marketing

Martina Mercer

Martina Mercer is an award winning copywriter and digital marketer. She specialises in psychology delivering marketing that identifies consumer profiles and connects customers with brands. As an expert in proximity marketing, Martina is one of the only experienced beacon marketers in the UK highlighting her commitment to developing her skills in an ever changing consumer focused world.