Talent Circles

Wednesday, June 17, 2015

5 Ways to Repurpose Your Employment Branding Content

By Jessica Miller-Merrell 

Content is a major part of any employment branding campaign, and a lot of time and effort goes into creating content that people want, need and are looking for. Since we work hard to produce quality content, we definitely want to make the most of it and get the most bang for our buck, so to speak. Repurposing content is an excellent way to achieve this. It allows you to recycle previously used content and share it in a new way. It’s not just a great way to get the most out of your efforts but it also creates real added value. If the content was relevant and popular six months ago, chances are that people will still find it relevant today. Present it in a new way and you just might reach an audience you weren’t able to the first time around.

Take a look at these five ways you can repurpose your employment branding content:

Use Video
It’s 2015 and video absolutely should be part of your content strategy. You can repurpose almost any other medium, such as a blog or webinar, and create a short 90-second video that hits the highlights. This can stand alone, but it also provides you with video that you can embed in a blog or elsewhere later on. Feature other resources in your video by directing people to a downloadable resource, landing page or blog.

Get visual
People are much more likely to stop and look at an image than they are to spend 10 minutes reading your content. Take advantage of our visual nature by choosing your best, most popular interactive content and creating a visual image for sharing on Instagram, Facebook or Pinterest. Be sure and use a bit.ly link to drive candidates to a specific page when you share it so you can see your social return.

Create a slidedeck on Slideshare
Slideshare slidedecks combine the best of a blog and webinar. They’re easy to digest, you can read at your own pace and on your own time, but they’re also more interesting than paragraph after paragraph of content. Turn your existing content into a slidedeck and you’ll be able embed it in blogs and on your recruiters’ individual LinkedIn pages. As a bonus, you’ll also be driving different traffic from a new audience. Pro tip: use Slideshare’s pro version to monitor analytics and landing page information.

Write a blog
It’s great to have a blog post that’s groundbreaking, but not every post is or needs to be. You also need human interest stories that candidates can connect with, so take a popular series of quotes, a Q&A or an employee story, and publish it on your blog. You can also repurpose infographics, videos and webinars into blogs. With each new medium you use, you’re likely to reach a new candidate audience.

Blend your content
You know by now that you can turn a blog into an infographic and a webinar into a video, but have you thought about taking bits and pieces from various content and blending it together? Consider finding two topics you’ve created content about that are aligned and playing off of that to create something new. You can also do a compilation, such as “10 things we learned this year” or “15 best kept secrets of…” and use several different resources to pull together something fresh, new and consistent with your employment brand.

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Jessica Miller-Merrell, SPHR is a workplace and technology anthropologist specializing in HR and recruiting. She's the Chief Blogger and Founder of Blogging4Jobs and author of The HR Technology Field Guide. You can follow her on Twitter at @jmillermerell.

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