1. Personal &
Professional
Satisfaction
Experience
Job/
Role
Location
Company/
Brand
Content that illustrates
how choosing to work here
is a smart choice, leading
to deep satisfaction
Stories about
how this role will
allow me to grow
professionally and
personally
Job description
Where is this job?
What is the company
or brand?
Stories about
how people here
stick together
to make great things
Stories from
people who are
working this job
right now
Local amenities,
places to get coffee,
lunch, shop and run
errands
News about
the company
or brand
Stories about
what the job
is and how its
been done
Commute time,
public transit routes,
parking
What does the
company do or make?
Hierarchy of
Recruiting
Content
The recruiting world is only getting
more competative. Your best and
most selective prospects are doing
a lot more research in their job
hunt (41% more than two years ago
by our estimate). What stories and
content are you offering them?
Most
companies
focus on
these three
content
areas and
ignore the
rest
In order to attract and engage
these selective prospects, you
need content that goes beyond
job descriptions and how to find
the office. You need content that
speaks to every question they
might have.
This is a hierarchy, so you
can’t jump to the top level,
you can only build to it. No
one will believe a story about
the excellent experience
awaiting them when they
don’t understand the job.
Showing up on top prospects’
radar means giving them the
informtation they are already
looking for. That’s how you
turn prospects into engaged
candidates.