Good Content Goes a Long Way for Employer Branding

Good Content Goes a Long Way for Employer Branding


When it comes to recruitment or social media campaigns, I try not to reinvent the wheel.  Doing so would create so. much. more. work. The goal is to create strong content up front and then use it multiple places. Or, to curate and repurpose content created by the communications or marketing team, and then maybe add an HR spin to it.

Content. Campaigns. Commitment.

Let’s say your team is working on a hot new recruiting video. Initially, your goals are to 1) create a great video, 2) post it to YouTube and 3) hope it goes viral. Right? Well, I would challenge you to think of that one video as a small piece to a larger recruitment marketing campaign, or better yet … as a true commitment to sharing your company’s story.

  • Where else can that video live?
  • How can you get more mileage from it?
  • How can it serve a larger role in meeting your hiring goals?
  • Will my team commit to using this video as a tool in their toolbox?

One video can become an article for your corporate blog. It can turn into a targeted, pay per click ad on Facebook. It can embed into your career site. The link can be pinned to a Pinterest board. You can sponsor it as a targeted update on your company’s LinkedIn page. Still shots turn into photos which can be shared just about anywhere.

Your recruiting team could add a hyperlinked YouTube icon to their email signatures. Your college recruiters can show it via their iPads on campus. Burn a DVD to show in your HR lobby. Include the link in your job postings. Pull quotes from the video to create interesting visuals.

Do you see what I am doing?

This three minute video that you created has now become a major employer brand asset. It can help significantly increase your digital presence, but can also serve an offline role.

Make Your Content Work for You

Since 2008, I’ve managed my company’s career-related YouTube channel. I am proud to say that our 40+ videos have garnered more than 617,000 views. Clearly that didn’t happen overnight and it was not just by luck. It was about having a plan in place, too.

As it becomes harder to stand out amidst the noise online, employment brands must reinvent themselves. Compelling content is a vital way to attract and inform talent, but people have to know that it exists. It takes time, creative planning, and lots of communication to get all the equity you can from your visuals. To produce and simply post one place is often not enough.

How are you shaping your employer branding through content? 

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Shannon Smedstad

Shannon Smedstad has nearly 20 years of recruitment, employer branding, and communications experience. Currently, she serves as the Principal Employer Brand Strategist at exaqueo. Previously, she held employer branding and recruiting leadership roles at CEB and GEICO. She’s a work at home mom raising two awesome girls who also enjoys reading, running, leading a Girl Scout troop, and her morning coffee. You can connect with Shannon on LinkedIn and Twitter.


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