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Friday, August 8, 2014

The Power of Curation in Employment Branding (PART 2)



By Jessica Miller-Merrell

In this two part series, we’ll talk about the importance of content curation and why doing it will make or break your content strategy. In part two we’ll talk about the strategy behind content curation for businesses. Before you read on, check out part one of this series to learn about the tools involved in this process and how to gain a solid foundation before building an extensive strategy.

In part two of this series we’re discussing content curation as a way to reach a targeted job seeker community. By sharing valuable resources and insights, employers can demonstrate their cultural and company values as well as what makes them a great place to work from their employees.

The idea of employment brand is fueled by the philosophy where company sees candidates as customers focusing on a long term relationship with a job seeker over a course of time versus driving them to apply for a job opening through a single job posting, career fair or interaction with a recruiter. In order to build this type of relationship with the job seeker it’s important to give the candidate the right resources and information to help their job search making your talent community a lucrative place to be.

In 2011, Beth Kanter, an expert on social media and nonprofits, outlined content curation steps and strategy for businesses. Three year later, her information is still as power and valuable today. Beth outlines three specific steps in creating a power content curation strategy that you can in return use to develop a stronger, more aligned employment brand. Before you get overwhelmed with the information go back and read our first post in this series and learn how you can manage a strategy like this in three easy steps.

Seek
Beth explains seeking as not only defining topics and organizing resources, but casting a wide net around topics you’ll want to curate for (in this instance) your talent community. She recommends spending about fifteen minutes a day, twice a week on finding high quality, useful content that’ll help your target audience, which in this case are the candidates in your talent community. Don’t waste your time on low quality content because it’ll end up hurting you more then helping.

Sense
Sensing information can be as simple as annotating the links you’re sharing with your target audience. She says to write blog posts or publish information with links that you’ve already sought out. Once you’ve either linked together or summarized in your content strategy, archive these links and pull them up at a later date when necessary. These links shouldn’t be copied and pasted when no value is added. Beth said this part should take 30-60 minutes a day. Now we all know the practitioner is already over worked so split this task between co-workers or do it every other day when possible. Having a strong strategy takes time and nurturing.

Share
Our favorite part! Credit sources when applicable and answer questions about the content you’ve decided to share. This means when summarizing information make sure you’re able to speak intelligently about it instead of just posting because you found it interesting. When job seekers as you specific questions, it’s better to understand the topic instead of having to do even more research to find out answers. Make to share high quality content and comment on information you find useful so that you make also increase your knowledge about the specific topic.

To find more about Beth’s Seek, Sense, and Share process, visit her website.

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s is the Chief Blogger & Founder of Blogging4Jobs. You can follow her on Twitter @jmillermerrell

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