You know that little voice in your head saying, “We should really be doing more with our content”? We hear it too. Especially when it comes to using content marketing to build your employer brand. If you’ve got the urge to get moving but need to convince the powers that be, whether it’s your HR Director, a budget holder, or a sceptical stakeholder, this blog’s for you. Let’s talk about how to put together a simple, solid business case that’ll help get your content marketing dreams off the ground and into action.
Start with why (and be real)
Here’s the truth: whether you like it or not, your employer brand already exists. It’s out there, being shaped every day by Glassdoor reviews, LinkedIn comments, and whispered messages in DMs. People talk. Especially online. So, your real question is: Do we want to be part of the conversation, or let others define it for us? Content marketing gives you the chance to take control of your story. To share what it’s really like to work for you. And to attract people who’ll actually thrive in your culture.
A few useful statistics:
- 75% of job seekers check out a company’s reputation before applying. (Glassdoor)
- 70% are more likely to apply to companies that share stories about their people and culture. (TalentLyft)
Set a realistic goal
Content marketing won’t magically solve all your hiring problems overnight. And that’s okay. Your goal here isn’t to fill every open role by Tuesday. It’s to build momentum. To strengthen your reputation as a great place to work. To help the right people find you and feel good about clicking “Apply.” Keep it high level, but real. Something like “We want to use content to build awareness of our culture, grow our reputation, and attract better-aligned candidates.” That’s a lot more convincing (and achievable) than promising a 50% spike in applications within a week.
Pin down some clear objectives
Now you’ve got your big-picture goal, you’ll want to break it down into a few things you actually want your content to do.
Here are three good starters:
Raise awareness: Put your name out there as an employer people want to work for.
Show what it’s like to work with you: Use real stories, behind-the-scenes moments, and insights to help candidates imagine themselves on your team.
Encourage better applications: When people understand your vibe, values, and expectations, they’re more likely to apply for the right reasons.
These are the kind of things content does best. Not just filling roles, but helping the right people feel excited about joining you.
Add some proof (because numbers talk)
Now’s the time to back it up with a few facts and stats that show content marketing works. Not just for clicks, but for real business results. Try these on for size:
- Companies with strong employer brands see a 28% lower turnover rate. (LinkedIn)
- 92% of recruiters say employer branding improves their hiring efforts. (LinkedIn Talent Solutions)
- Content marketing costs 62% less than traditional marketing, and generates about three times more leads. (Demand Metric)
That’s a whole lot of value. And far more efficient than expensive job ads that get ignored.
Share what success could look like
You don’t need to reinvent the wheel. Just paint a picture of what good could look like. For example, we’ll move from vague job posts, little social activity and candidates who ghost after interviews. To a library of stories from your people, engaging posts that spark conversation, and applicants who “already feel like they know us.”
The best content helps candidates self-select, so you’re not wasting time interviewing people who don’t fit. And here’s a bonus: people love working somewhere that’s proud of its culture. So, this isn’t just about recruitment. It’s about retention too.
Think multi-channel, not one-hit wonder
This isn’t just a blog here, a LinkedIn post there. Great employer branding content works across platforms:
- Social media: Behind-the-scenes reels, day-in-the-life stories, culture spotlights.
- Your careers site: Interviews, testimonials, videos showing off your space (even if it’s remote).
- Job descriptions: Clear, human language that matches your tone and values.
- Email campaigns: Warm up cold candidates with content that feels personal.
And don’t forget employee-generated content. It gets eight times more engagement than company posts. (Social Media Today)
Make your money talk
Alright, the big question: “How much is this going to cost?” Here’s your answer: not much, if you do it right. Content marketing is one of the most cost-effective tools out there. Think of it like this. A blog costs less than a big recruitment ad. And it keeps working for you long after it’s published. Plus, companies with strong employer brands see 43% lower cost-per-hire. (LinkedIn) So yes, there’s some time and effort involved, but the return? Totally worth it.
Build it with what you’ve got
Don’t wait for the perfect plan. Start small.
- Ask your people for stories.
- Share a team photo with a simple caption about what you’re celebrating.
- Film a short video walking around the office (or on Zoom!) and let someone explain why they love working there.
This kind of content is authentic, engaging, and way more effective than polished-but-sterile corporate fluff.
In short
When you’re making the case for content marketing in employer branding, hit these key points:
- People are already talking about you. Content helps shape that conversation.
- Candidates want to know what it’s really like to work with you.
- Good content attracts the right people and makes your hiring process more efficient.
- It’s cost-effective, measurable over time, and great for both recruitment and retention.
Want some help?
If you’re thinking “Yes, this all makes sense but I still don’t know where to start”, that’s where we come in. We’ve helped businesses big and small get their employer brand out there with real, relatable content that people actually want to read, watch, and share. Drop us a message. We’re always up for a chat. And the kettle’s already on.
