If you’re trying to attract both graduates and experienced industry veterans, you’ll need to create different content for each one. Here’s how.
In a booming employment market, it’s not the employees that have to do the selling; it’s the employers. The sheer number of excellent, qualified and willing-to-work candidates may be plentiful, but how do you attract them to your company?
An experienced worker likely has less time to scan content than a graduate.
A crucial step to take is considering, who do I want to attract? And by that, we don’t mean, do you want to attract engineers, or do you want to attract circus performers (some people might argue there’s little difference, anyway…).
No, we mean, are you looking for graduates – those just beginning their careers – or do you want experienced professionals – candidates that are looking for their next challenge, who want progression, rewards and real career benefits?
Well, there’s a way to attract both. As long as you carefully curate your content to appeal to the particular audience. Building strong personas for each is important, of course, but it’s important to be clear as to how these to audience types differ.
What should my content be about?
It goes without saying that recruitment marketing for graduates and experienced professionals differ in one very serious way – one group has no professional experience, the other has plenty.
But this doesn’t just separate them in terms of the jobs they’re looking for, it signifies what content they after, too.
Who do I want to attract?
For example, a graduate IT expert who wants to move into the IT industry might not know as much about the intricacies of IT infrastructure architecture as a 20-year veteran.
But, that doesn’t mean that you should dumb down content for graduates. If a graduate is seriously interested in getting into a particular industry, it’s more than likely they’ll be well aware of industry trends and technologies. Where you can differ your content is how you deliver it.
An experienced worker likely has less time to scan content than a graduate. When they do read something, they want it to be informative, serious and well researched. They don’t need to have things spelled out for them, for context to be set, or unnecessary padding.
Remember, you need to be targeted with your content. You’re not creating it for everyone; it is for that specific, niche industry-specific audience. When you narrow your audience, you’ve a better chance of converting that audience into a captive one.
How do I package my content?
Once you’ve narrowed down what you want to talk about and the level of detail you can go into with your content, you can then think about the best way to have it appeal.
Different age groups consume content in different ways. The facts are clear:
According to a study conducted by Ofcom in 2013, 77% of 16 to 24-year-olds own a smartphone. That’s 50% higher than the rest of the population. So, is your grad content suited for tablet and mobile use? If not, you’ve instantly lost most of your audience.
It’s also worth considering that, while graduates might find your content on a mobile, they might not engage with it, depending on its format. A Reuters report from 2013 found that 79% of people used their smartphone for “accessing quick news updates during the day”, not reading long-form content.
With this in mind, if you want to target recruitment marketing graduates, make sure that your content is mobile-friendly, but also make sure that it is dynamic and instantly engaging. Think about things like using strong imagery, animated gifs, videos and anything that will get your message across quickly and effectively.
Where do I amplify?
For under-35s, social media is the most important source of news. The same Reuters study found that 44% of the 18-24 age group uses social media as their primary source of news; as those ages grow, the percentages drop. Contrastingly, in the 45-54 year-old group, 38% use search engines to find news online.
It’s a clear sign of how and where you should be amplifying your content for it to be seen by your target audience: social media is indispensable for graduates, SEO-focused for experienced professionals.
But you can target even further than that. Different social media networks are better suited to different audiences. Fewer than 25% of under-25s have a LinkedIn account (according to a Deloitte 2014 study) for example, while over 80% have a Facebook account, and nearly 60% use Twitter.
Twitter is far better tool to use for targeting millennials and graduates. LinkedIn is much more powerful for professionals already well into their careers, who have built up a network and are looking to extend it further. There are even industry-specific social media coming into the fold – such as OilPro, a network for oil and gas professionals – which are already targeted to specific industries.
It doesn’t take much to vary your content and create different content for graduates and experienced professionals, but it makes a huge difference. Putting your content out into the online world without any thought over who it will be reaching is the first step towards failure.
A good recruitment content marketing strategy will factor in content for both, and ultimately, will see you drawing the cream of the crop.