4 Ways to Use Content Marketing to Hire Top Talent

4 Ways to Use Content Marketing to Hire Top Talent. We usually talk about content marketing from that standpoint: marketing to potential and current customers. You can also use content to effectively attract top talent to join your company as an employee. On this week’s episode of the Marketing Cloudcast — the marketing podcast from Salesforce — we’re discussing how employers can use content marketing to attract the right candidates and hire better. In this episode, Alicia shares her content marketing and employer branding expertise to show you how content can be used for recruiting. At Glassdoor, Alicia says, “All the content I create is about how to promote your brand to the job seeker, how to find the right candidate, and how to get your job in front of them before any of your competitors do.” 2. As a marketer, content bleeds into everything you do, whether you’re a true-blue content marketer or work in product marketing, email marketing, social media, or a different area. It was really a content first approach to our event strategy,” says Alicia. When it comes to hiring talent, Alicia encourages employers to “be clear as an organization on what your culture is, what your team needs. It’s a big job, but you have to figure out the true values of your company before any content-plus-employer-branding strategy will truly work.

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Content marketers are taking on more responsibility — and creating an increasing number of blog posts, whitepapers, webinars, videos, and other content pieces to inspire and educate customers. We usually talk about content marketing from that standpoint: marketing to potential and current customers.

But the power of great content doesn’t stop there. You can also use content to effectively attract top talent to join your company as an employee.

On this week’s episode of the Marketing Cloudcast — the marketing podcast from Salesforce — we’re discussing how employers can use content marketing to attract the right candidates and hire better. For details and key strategies, we talked to Alicia Garibaldi, Associate Director of B2B Marketing at Glassdoor.

Millions have used Glassdoor to search for a job, compare salaries across geographic regions or role, or write a review for companies they’ve worked for. In this episode, Alicia shares her content marketing and employer branding expertise to show you how content can be used for recruiting.

Take a listen here:

1. Know the importance of employer branding.

Websites like Glassdoor encourage employees to review their companies, just as we might review a restaurant on Yelp or a hotel on TripAdvisor. Securing and keeping top talent is a top priority for most companies, and we’ve seen an explosion in the number of free perks (like unlimited vacation days, free lunch, and ample parental leave) that businesses offer to retain employees.

This has ushered in an era of employer branding, where companies not only want to increase positive brand affinity with buyers, but they also want to build a reputation as a top employer.

Alicia and her team at Glassdoor created Employer Branding For Dummies to help brands learn more about cultivating an employer brand. This resource is part of their own content marketing strategy. At Glassdoor, Alicia says, “All the content I create is about how to…

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