Content marketing3

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.

TL;DR

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.

Depending on when you’re reading this, Google for Jobs has either already launched, or is due to launch very soon. Which means that you’re either enjoying the free-of-charge surge in job seeking traffic that suddenly started arriving at your careers website, you’re wondering why you’re missing out, or you want to know what on earth Google for Jobs actually is and how you can prepare for it.

We believe that Google for Jobs is a huge opportunity for employers. It’s levelling the playing field for all recruiters by making sure that everyone is playing by the same set of rules and being held to the same standards. And if you’re prepared, then being an early adopter could give you a significant advantage over your competitors for talent. And, to get started, we’ve answered some of the questions that you might have on this big topic.

What is Google for Jobs?

Google for Jobs launched in the US in June 2017. According to Google it “uses machine learning to understand how job titles and skills relate to one another and what job content, location, and seniority are the closest match to the jobseeker’s preferences.” Put simply, it’s an algorithm that better organises job listings on the Internet so job seekers can find them.

I know what you’re thinking, “Can’t we look for jobs on Google already? What’s the fuss about?” But do that now and you’ll be presented with a list of job boards carrying those roles – and you’ll then have to visit each one to find out more. Do the same when Google for Jobs arrives in the UK and it will take you to the exact roles matching your search.

Why is it a good thing for employers?

Google are offering employers the opportunity to have their jobs indexed by their search engine. And if they are indexed correctly, then job seekers are going to see them. With so many jobs being indexed from job boards and direct employers, Google for Jobs could quickly be the go-to place for job seekers. What’s more, candidates will be able to apply directly through your careers website (or ATS) via Google for Jobs. It’s a new and user-friendly way for candidates to find your roles – and to drive traffic to your careers website direct from Google.

Why is it a good thing for jobseekers?

When a process is made easier, saves time and gives better results, what’s not to like? Instead of visiting different job sites to make sure they haven’t missed a role, Google for Jobs will deliver positions closely matching a jobseeker’s preference – which could include location, type of job (full-time, part-time), ideal salary range, company type and even the specific employer by name. And it will eliminate any duplicate listings. Google’s means of filtering will help jobseekers construct a highly-personalised search – which could quickly identify roles that might not show up in a traditional search.

What will it look like?

Well you may have already seen what it looks like, as Google for Jobs is already live in the US. If you were searching for ‘marketing jobs’, sandwiched neatly between the sponsored and organic links you’ll find a new box called ‘Jobs’. In it you’ll find the jobs that Google believes are most relevant to you based on your search and location. They will be a mixture of job adverts from the job boards and employer’s careers websites. But from what we understand, direct jobs featuring on careers websites will be given priority over those listed on the job boards.

Can’t I just ignore it?

It’s your call but, as an employer, you’d want your vacancies to show up where job seekers are looking, wouldn’t you? When people want to search for something online, 90% of the time they turn to Google. So, when Google start making job searches as rewarding as they’ll be with Google for Jobs, we’d be amazed if it doesn’t quickly become the place to search. Imagine, your competitors roles are showing up, but yours aren’t. Ignore it if you want to. But why would you want to?

How can I be ready for it?

Google for Jobs will look for the same things in a career site that it does in any good website. If your career site is mobile friendly, has fresh content, the right keywords (and clear job titles) with well-indexed job postings on the same domain as your website (very important), then you are some way towards being ready. And if you have video on your careers website Google will like it even more. If however, your roles are advertised from your ATS – which usually has a domain different from the main website, then you have some work to do. Google for Jobs will not find roles hidden from their search bots by the ATS.

Need a little help?

We hope that we’ve given you a little more insight about the opportunity offered by Google for Jobs – and you are as excited as we are. There’s always an advantage in being an early adopter so, our advice is to start finding out more and if you have an ATS, ask your provider what they can do to help you prepare.

We hope that you have found this little snapshot useful. But if you’re hungry for more detail, then please request a copy of ‘Our little guide to Google for Jobs’ ebook. There is much more information available on what you need to do to get the most out of Google for Jobs.