Rhona Barnett-Pierce


Image of Rhona Pierce, a Black woman, smiling and the words: Types of content candidates want Newsletter #012

Give Candidates The Content They Want

Attracting the right talent requires more than just a job posting. Recruitment Marketing content is no longer a nice-to-have. In 2023, over 101,100 candidates surveyed said they researched a job and employer. The top three places they go to learn more about a potential employer are:

  • Company Website
  • Employer review sites (Glassdoor, Indeed, etc.)
  • LinkedIn Company page

Today, I’m sharing the 5 types of Recruitment Marketing Content candidates want to see. Let’s dive in.

1. Company Values & Impact

Candidates today are not just looking for a job; they want to be part of something bigger. Company values are the most popular type of content candidates consume while researching a company.

Communicating your company’s values can help candidates understand if they’d be a good fit for your company. A common mistake in recruitment marketing is focusing solely on job postings. This approach can make your company seem impersonal. To avoid this, integrate stories and examples that highlight your company’s values and the positive impact of your work.

screenshot from Patagonia's LinkedIn Company page showing a post about environmental activism

2. Diversity, Equity, Inclusion & Belonging

When creating content to attract candidates, it’s essential to emphasize your company’s commitment to diversity, equity, inclusion, and belonging (DEIB). One way to do this is to highlight your DE&I initiatives and employee resource groups in job postings and marketing materials.

According to a survey by Glassdoor in 2022, 70% of candidates say a diverse workforce is important to them. This statistic underscores the significance of promoting your DEI&B efforts in your recruitment content.

screenshot of sowing seeds inclusion report video from Netflix's Inclusion Matters website

3. Hiring Process & Candidate Experience

Candidates want to know what to expect once they’ve applied to a role at your company. A great way to do this is to create a dedicated page on your website that explains your hiring process timeline, interview stages, and what candidates can expect at each step. This helps set clear expectations and can alleviate some of the anxiety that comes with applying for a new job.

Leaving candidates in the dark about the application process and next steps, can lead to frustration and a negative candidate experience.

Companies like Spotify get it right. Spotify’s How We Hire page provides clear information about the hiring process. By clearly outlining their hiring process and expectations, Spotify helps candidates understand what to expect and how to prepare for each stage.

screenshot of Spotify's Careers Website, How We Hire Page

4. Company Culture and Employee Experience

Unveiling your company culture is a key component in attracting the right candidates. Candidates want a complete and authentic picture of your culture and employee experience. You can host virtual events like Q&A Sessions with hiring managers or “culture chats” with employees. These events provide a platform for potential candidates to engage with your team and get a feel for your company’s culture firsthand.

HubSpot has a YouTube channel dedicated to sharing fireside chats with employees and Q&A sessions with their recruiters.

YouTube video cover image from HubSpot's HubSpot Life YouTube Channel featuring a Fireside Chat with employees from their Legal department

5. Employee Testimonials

Amplifying employee voices is a powerful strategy in recruitment marketing content. Candidates want answers to “Why” People want to work here and “Why” people stay here.

By sharing authentic stories and experiences from your current employees, you can provide potential candidates with a genuine insight into what it’s like to work at your company.

However, it’s important to avoid only featuring top executives, as this may not resonate with a broader audience. Golden Hippo does this really well. Their Hippo Podcast features employees at all levels of the organization sharing their career trajectory and advice for candidates.

screenshot of portion of Golden Hippo's Careers page showcasing episodes cards for their Hippo Pod podcast that features employee stories


Each of these content types plays a crucial role in attracting the right talent to your organization.

In all of these content types, authenticity and transparency are key. By being genuine in your communication and giving candidates a true sense of what it’s like to work at your company, you will attract individuals who are not only qualified but also align with your values and culture, leading to more engaged and productive teams.

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