Struggling to Find Good Employees? Content Marketing Can Help!

According to a recent study by Wasp Barcode Technologies, hiring new employees is the #1 challenge facing small businesses in 2017.

Beyond the usual HR stuff, like placing ads, scheduling interviews, etc., there’s another way to attract new employees that you may not have considered.

Content marketing.

Yes, typically content marketing is used to drive customers to your company, not employees. That means you’re going to have to tweak your content so it’s relevant for attracting prospective applicants. Not sure how to do that? Forbes offers six helpful tips:

Create An Awesome About Us Page

Source: About Us page from ActiveCampaign via Forbes

Your about us page should include more than one paragraph of company information…and we’re not talking about a page long history of your business, either. Instead, you’ll want to do something like the example at left, from Active Campaign.

This website does a good job of providing relevant information that potential employees would actually want to know, like:

  • what a normal working day would be like
  • how the culture guides the way the company works
  • what company characteristics might appeal to job seekers

Adding elements such as photos of your employees at work, what your offices look like, or events your company attends, will offer compelling sneak peeks of your work environment. Plus, it’s good content to share on social media.

Put Existing Employees In The Spotlight

While employee profile pages are a helpful way to attract potential new hires, letting your employees demonstrate their skills on your site, and in other types of company content (blog posts, reports, infographics), is even better! You might also consider having them make presentations, lead workshops, or participate in conferences and local events. Additional ways to spotlight your employees include giving them cameos in webinars and podcasts or using their quotes in your ebooks and blog posts.

Showcasing your employees’ knowledge and skills will improve how people view your company by showing the impressive pool of talent you collaborate with on a daily basis. Additionally, potential employees will be more enthusiastic about the opportunity to work with your awesome staff members.

Let Your Employees Advocate On Your Behalf

You already know how powerful positive reviews from existing customers can be in acquiring new clients. So why not use the word of mouth endorsements of your current employees to attract new applicants?

When employees are happy at work, they’re more likely to share their enthusiasm with family and friends. You can capitalize on this by encouraging your employees to also share that content in emails, text messages, and social media posts.

Some companies even have incentive programs that motivate employees to recruit new hires for them, offering a cash award or some other form of bonus for every prospect they recommend (you might want to establish some conditions regarding the amount of time the new hire stays on with your company).

Because your existing employees know what it takes to succeed at your company and contribute to your unique work culture, recommending people who will be a good fit is in their best interest…which makes them the perfect advocates!

Publish Outside Your Normal Channels

If you’re interested in attracting a larger pool of potential employees, you’ll need to expand your reach. This will require a little more work on your behalf since you’ll have to get out there and find these prospective recruits instead of sitting back and letting them come to you.

To accomplish this, consider publishing content outside your blog or website. For example, you might contribute to a major publication or offer to do guest post on other industry related blogs.

Team Up With HR

Your content marketing team isn’t the only department that has something to contribute to your recruiting campaign. Consult with your human resource team and public relations department to gain their knowledge and insight on the hiring process, as well as what information your company should present to possible new hires.

When appropriate, include people who manage the hiring for other departments in your company. It’s possible they’ll know of sites where you can do guest posts, events you can attend, and industry contacts you can interview for feature pieces. If you’re lucky, maybe one of your department managers will even volunteer to write something for you!


Unfortunately, you can’t just rely soley on content marketing to accomplish the arduous task of finding great employees. But combining content marketing with your recruiting strategy can lesson the pain of the hiring process by broadcasting news of your employee needs through multiple channels such as social media, industry blogs, and employee advocacy programs, along with your own website and/or blog.

More importantly, by using the content marketing tips mentioned above, you’ll improve the quality of your applicant pool.

Sherene Funk is the author of the contemporary romance Autumn in Your Arms and two small business e-books. She is a voracious reader who owns more books than she can ever read in this lifetime. A graduate of Brigham Young University, she worked in advertising for many years before moving to her current writing position at Rain Retail Software. She researches non-stop to see what successful retailers do and loves to share what she learns with small business owners.

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