Wednesday, February 1, 2023
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What Content material Will Your Candidates Reply to Finest?


Like each client, candidates reply to content material that finest pertains to their pursuits, needs, and ache factors. Sounds simple sufficient, however there may be artwork, science, and never a small quantity of technique in creating well timed and relatable content material and delivering it when wanted.  Doing it proper takes:

  1. Depth of understanding of your distinctive candidate segments
  2. Perception into their distinctive journey to profitable profession selections
  3. Recognizing triggers that let you know when to ship the best content material based mostly on their ache factors 

Communication methods should transcend model consciousness or thought management content material. In immediately’s digital world, your communication technique wants to resolve candidate ache factors and drive worth in your candidates all through the complete candidate lifecycle.

First, we’ll uncover key elements wanted in your engagement technique earlier than discussing the totally different phases of the candidate journey, and what forms of content material are most essential every step of the best way:

Depth of understanding of your candidate phase

Sure, this implies persona understanding. What makes your segments distinctive? Who’re they? What do they care about? What do they fear about and when?  How do they outline success? What pressures and calls for do they face? 

Candidates are folks, and folks wish to work with organizations that perceive them and may frequently provide them worth after they want it most. Many staffing organizations have a deep understanding of their choices and develop glorious thought management content material for model consciousness however battle to attach advertising and marketing content material on a person candidate stage. Viewers understanding is the core of beneficial content material in your candidates and distinctive market positioning.

Perception into their distinctive journey to profitable profession selections

As soon as personas are clearly outlined, layering on their distinctive actions throughout totally different phases of their journey permits organizations to develop content material that resonates throughout the candidate lifecycle. What are they considering, feeling, and doing as they undergo their journey? Not what are they excited about YOU, however what are they excited about their very own wants? The results of the train under will fluctuate drastically relying on the candidate phase (persona). 

Right here’s a pattern framework for Buyer Exercise understanding:


The candidate might or might not know that your staffing agency even exists.  What they do know is that they’re sad of their present place and are open to exploring a brand new alternative.

Perhaps they’re THINKING: What do I wish to do subsequent? Who may help me get what I would like?

Perhaps they’re FEELING: I don’t like change. I’m busy and trying to find a job is plenty of work.

Perhaps they’re DOING: I’m making use of to jobs and/or researching staffing companies. I’m updating my resume/social profiles.

Potential Content material: Set up your group as a trusted advisor and information of their journey. What are their choices? What can they count on from a recruiter? How will you place them in a greater place professionally?


The candidate’s huge questions have been answered, and so they have selected a most popular path to seek out their subsequent place.

Perhaps they’re THINKING: Which recruiters that I’ve talked to do I like? If I get a proposal, am I ready to take it?

Perhaps they’re FEELING: I’m unsure of what to anticipate. I’m excited a few potential new function.

Perhaps they’re DOING: I’m getting ready to interview. I’m speaking with household about potential and influence.

Potential Content material: We’ll enable you transfer from ideation to execution to find your subsequent function. How does the method work? What potential (open) jobs could also be a match for you? What’s your market worth?




The candidate is interviewing, has recognized a place(s) that they’re keen on, and are trying ahead to accepting a brand new job.

Perhaps they’re THINKING: Is that this job proper for me? What is going to my day-to-day to seem like? Will this firm/group/supervisor worth of my skillset?

Perhaps they’re FEELING: I’m excited for one thing new. I’m nervous to inform my present employer. I’m hoping I picked the best job.

Perhaps they’re DOING: I’m consulting with my inside circle to make the choice. I’m engaged on employment eligibility documentation. I’m negotiating a proposal.

Potential Content material: We’ll enable you handle the emotion and stress of change in your life. How are you going to inform your present employer? How are you going to regulate to a brand new atmosphere? What particulars do you wish to talk about with household or associates?


The candidate has accepted a brand new function and is within the strategy of getting ready for the job to start out after which adjusting to the primary couple of weeks within the new function.

Perhaps they’re THINKING: How am I doing? Do I prefer it right here? Who am I going to be associates with?

Perhaps they’re FEELING: I’m loving this honeymoon stage. I’m apprehensive about an excessive amount of or not sufficient work. I’m undecided I prefer it right here.

Perhaps they’re DOING: I’m studying rather a lot in a short time. I’m attempting to make connections inside the firm. I’m busy onboarding.

Potential Content material: Proceed to ship worth although the “recruitment course of” is winding down. Your recruiter nonetheless cares about you and helps you. How are you going to  handle the onboarding part? Are there tricks to constructing relationships in a brand new group?

On Contract

The candidate is settled into their function, the honeymoon stage has worn off and so they have reached their new regular.  

Perhaps they’re THINKING: Will they rent me full time? Do I like working right here? Am I being challenged? How do I do know if I’m offering worth and my employer is happy with my work?

Perhaps they’re FEELING: I’m joyful/happy/dissatisfied with this job. I’m connected/unattached to this group. I’m undecided I wish to proceed this contract. 

Perhaps they’re DOING: I’m getting embedded with the group. I’m studying and advancing my profession. I’m including worth to the group. 

Potential Content material: Make them really feel a part of a neighborhood that’s serving to them proceed to develop. Present efficiency suggestions and proceed to be there and can be found when it’s time for his or her subsequent function. Are you able to present information or skilled improvement alternatives related to their trade/abilities?

Getting ready to Redeploy

The candidate’s contract finish is imminent, and so they start to consider what’s subsequent for them of their profession.

Perhaps they’re THINKING: Do I wish to reengage with my final recruiter? What staffing agency has the very best alternatives for me? What do I wish to do subsequent? Do I would like one other contract vs. break day/everlasting function?

Perhaps they’re FEELING: I’m prepared to maneuver on. I’m unsure/nervous about what’s going to occur when my contract ends. I’m not ready to start out the method once more.

Perhaps they’re DOING: I’m networking and making use of to jobs by myself. I’m updating my resume and social media. I’m coping with contract extension ambiguity.

Potential Content material: Set up that you’re nonetheless their trusted information and are onerous at work to know what they need subsequent and are prepared to seek out their subsequent function for them. How precisely are you going to information them? What alternatives exist due to their further expertise?

Recognizing triggers that let you know when to ship the best content material 

Blogs and social postings are a good way to ship thought management content material and set up model credibility. However what assure do you could have that you’re reaching your candidates at scale and with content material that meets their wants on the proper time?

Do you employ job boards for brand new candidates (or the identical candidates) each time you could have a brand new contract? Do your candidates ghost you? Do you could have candidates that redeploy with opponents? Is your content material self-serving whereas they’re on contract (surveys and referral requests vs. additionally giving them one thing to assist them/present them you proceed to put money into them and their profession)?

CRMs and ATSs are overflowing with knowledge factors which might be clear set off closing dates alongside the candidate lifecycle. Is your knowledge and tech related to will let you ship worth at these particular person set off factors? Do you could have automations in place that serve your candidates with personally related content material at scale all through their journey? Do you could have automations in place to proceed the dialog when your candidates work together along with your content material? That is the content material that your candidates will reply to the very best!

The entire premise of Bullhorn’s Related Recruiting methodology is to interact your expertise at EVERY stage of the expertise lifecycle.  If the candidate is engaged again, you understand you might be including worth and establishing your self as a trusted advisor.  Candidate attraction is not only a prime of the funnel exercise, and your communication technique must embody the complete candidate lifecycle.  The perfect place to start out is by constructing a tradition that’s invested in understanding the hopes, fears, and ache factors of your candidates and discovering scalable methods to resolve them.

The staffing companies main the pack are investing in scalable processes, applied sciences, and communication methods to make sure long-term progress and drive enterprise worth. Parqa exists to get you there sooner, with much less threat and stronger returns.  

Get assist with delivering individually related content material at scale with Parqa.

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