Rhona Barnett-Pierce


5 Types of Recruitment Marketing Content Candidates Want to See

woman looking at computer screen showing photo of different people
Learn the 5 types of Recruitment Marketing content candidates most want to see right now, plus check out a few examples.

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:

  • Employer’s careers website
  • Employer review sites (Glassdoor, Indeed, etc.)
  • LinkedIn Company page


Candidates increasingly seek employers that resonate with their values, aspirations, and lifestyle. This is where recruitment marketing content comes into play.

Effective recruitment marketing content goes beyond traditional job postings. It encompasses a variety of formats, from engaging videos and employee testimonials to insightful blog posts and transparent job descriptions. The right content can showcase your company culture, highlight employee success stories, and provide a glimpse into the day-to-day life at your organization. By doing so, it not only informs potential candidates about job opportunities but also engages and persuades them by painting a picture of what it’s like to be a part of your team.


“Companies need to provide clear and consistent information so potentially qualified candidates can self-select based on their interests and needs.” 2023 Global CandE Benchmark Research Report


In this blog post, I’m sharing the 5 types of Recruitment Marketing Content candidates want to see. These content types can help you attract qualified candidates who are not just looking for a job but for a place where they can grow, contribute, and feel valued, leading to higher employee retention rates. 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. A study by Cone Communications found that 72% of candidates want to work for companies aligned with their values. Company values are the most popular type of content candidates consume while researching a company.


“Values were again the number one type of marketing content consumed during research, with 45% of all candidates citing it as most important, down slightly from 2022, but still up 96% from 2021.”2023 Global CandE Benchmark Research Report


Communicating your company’s values can help candidates understand if they’d be a good fit for your company. It’s crucial to align your content with your company values and communicate not only the roles and responsibilities but also the impact and purpose behind the work.

A common mistake in recruitment marketing is focusing solely on job descriptions and neglecting to show the bigger picture. This approach can make your company seem impersonal and fail to resonate with candidates seeking meaningful work. To avoid this, integrate stories and examples that highlight your company’s values and the positive impact of your work.

For instance, Patagonia’s commitment to environmentalism and activism is a core part of its brand identity. By featuring stories about conservation efforts and sustainable practices in their recruitment content, they attract talent that is passionate about their mission.


Screenshot of Post found on Patagonia's LinkedIn page showing environmental activists protesting


2. Diversity, Equity, Inclusion & Belonging

When crafting recruitment marketing content, 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 descriptions and marketing materials. This showcases your company’s values and attracts candidates who prioritize working in an inclusive environment.

A common mistake is failing to address DE&I efforts or showcasing a lack of diversity in your team. This can deter potential candidates who value diversity in the workplace. 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.

Netflix’s “Inclusion Matters” website, showcases their commitment to DE&I within the company, serving as an excellent example for others to follow.

Cover Image for Netflix's Sowing the Seeds 2021 Inclusion report


3. Hiring Process & Candidate Experience

When developing recruitment marketing content, it’s essential to provide transparency about the hiring process. 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 transparency helps set clear expectations and can alleviate some of the anxiety that comes with applying for a new job.

However, a common mistake is leaving candidates in the dark about the application process and next steps. This lack of communication can lead to frustration and a negative candidate experience. In fact, according to a Jobvite survey in 2022, 52% of candidates abandon applications due to a lack of communication from employers. This statistic underscores the importance of keeping candidates informed throughout the hiring process.

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 portion of Spotify's How We Hire page, showing 3 steps in the process: Apply, Interview, Decision

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.


Cover Image of Hubspot's YouTube video featuring a Fireside chat with employees on the Legal team


It can be tempting to focus solely on the perks and benefits, but the goal of your company culture content should be to paint a complete picture. It’s also important to include challenges that exist within your company from the perspective of current employees. This helps candidates better understand what’s required to succeed at your company and what they’ll get in return so they can determine if your organization is the right fit for them.

Charlotte Marshall and Bryan Adam explain this approach, the Give & Get Employer Branding Framework, in their book Give & Get Employer Branding: Repel the Many and Compel the Few. I highly recommend this book to anyone looking to attract the right candidates.

Sharing information about growth and career path examples within your company is also a great way to showcase your culture. Spotify does a great job of this on their Grow with Us page.


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.

Encourage employee testimonials on your career site and social media channels. 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 or high achievers, as this may not resonate with a broader audience. Showcasing a diverse range of employees, including those in different roles and at various levels of the organization, can help candidates see themselves as part of your team.

Overly produced employee testimonials are a turn-off. Candidates want authentic content. Bumble does this well. Their LinkedIn page features Trending Employee Content. This ensures that the content is relatable. The content feels authentic because it is.


Screenshot of Bumble's LinkedIn page Trending Employee content section, showing multiple posts by Bumble employees



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

Highlighting Your Values allows candidates to see the meaningful work your company is doing and how they can contribute to making a difference. Content emphasizing DEI&B is essential in today’s workforce as candidates increasingly seek out companies committed to creating inclusive and diverse environments. Providing transparency about the hiring process helps set clear expectations and improves the candidate experience. Unveiling Your Culture gives candidates a glimpse into what it’s like to work at your company, helping them determine if they’re a good fit. Lastly, Amplifying Employee Voices showcases authentic experiences from your current employees, providing a more relatable and trustworthy view of your company.

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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Rhona Pierce

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