A critical component of all social media strategies is content management. At Blu Ivy Group, we help our clients leverage their content by working with them to implement a content management strategy. The strategy can help to expand the reach of an organization’s thought leadership and enhance and grow employer brand awareness. We thought we would share with you the Five “E’s” to remember when building your content management strategy:
Expose:
Trying to be everywhere at once will spread a large number of resources very thin. To be more efficient about the way you build your employer brand, consider a targeted approach. Begin to build your employer brand awareness in key segments for your business. This helps you craft a more meaningful message for the audience that matters most.
Engage:
Communication needs to be a two-way street. Plan a way to create targeted conversations with your potential candidates – both the active job seekers and the passive job seekers. Post relevant jobs in key segments with consistency. Contribute to building that community by driving ongoing conversations in your target candidate communities. Give your audience a reason to continue coming back.
Educate:
Educational content is a great way to provide value to your candidate community. Provide job seekers with information on careers at your organization, or in your industry. Talk about the upcoming recruitment events or discuss your diversity programs. Show your employees and your candidates how proud your organization is of their people by sharing employee success stories and giving your candidates a sense of what you could accomplish together.
Entertain:
Make sure your EVP and your corporate values are consistently reflected in all content posted to help you establish and maintain that strong employer brand. With that alignment in mind, use a combination of approaches to engage your audience. Entertainment value is a major reason people share links with their own networks of friends, family and associates. By incorporating different media like video, news, and humour – your organization can deepen the relationship with the community you are building.
Evaluate:
As with any business activity – it’s important to start with the end result in mind. Setting your KPI’s in the beginning is necessary to measure your rate of success. You can measure the return on your investment through monthly competitive benchmarking, and through your pre-determined KPI’s. After all, the map will only help you once you choose a destination.
Building a content management strategy is about growing an organization’s share of the voice. It helps your organization to engage and excite influencers in your space, and to better understand, source and engage prospective candidates, and to increase that pool of qualified candidates at a lower cost.