← Back

The Impact of Candidate Communication on Employer Brand Perception

September 5, 2023

Jump Off The Crazy Recruitment See-Saw | Greg Savage - The Savage Truth

In today's digital age, effective communication plays a crucial role in building trust between employers and candidates. Communication is the foundation upon which relationships are built, and this holds true in the professional world as well. When employers prioritize clear and transparent communication, they create an environment of trust and openness. This not only enhances the overall employer brand perception but also fosters positive relationships with candidates.

Open lines of communication allow employers to establish credibility and reliability. By providing regular updates, addressing concerns, and being responsive to inquiries, employers demonstrate their commitment to building trust. When candidates feel heard and valued, they are more likely to trust the organization and view it as an employer of choice.

How Effective Communication Enhances Employer Brand Perception

Effective communication is a powerful tool for enhancing employer brand perception. When employers communicate their values, vision, and company culture clearly and consistently, candidates gain a deeper understanding of what the organization stands for. This clarity strengthens the employer brand by attracting candidates who align with these values and aspirations.

12 Types of Organizational Culture You Should Know - AIHR

Moreover, effective communication helps employers showcase their commitment to transparency and authenticity. By openly discussing company policies, initiatives, and future plans, employers create a sense of trustworthiness. Candidates appreciate organizations that are forthcoming and honest, as it instills confidence in the employer's integrity.

Furthermore, effective communication allows employers to share success stories, employee testimonials, and other positive experiences within the organization. By highlighting these aspects, employers can shape the perception of their employer brand, positioning themselves as an employer that values their employees and provides a positive work environment.

The Role of Candidate Engagement in Building Trust

Candidate engagement is a key aspect of building trust through communication. Engaging candidates throughout the hiring process demonstrates a genuine interest in their aspirations and goals. By regularly communicating updates, providing feedback, and seeking their input, employers create a sense of inclusivity and respect.

Engaged candidates are more likely to develop a positive perception of the employer brand. They feel valued and appreciated, which fosters a deeper connection with the organization. This connection goes beyond the hiring process and can extend to potential referrals and future opportunities within the company.

Employers can enhance candidate engagement by utilizing various communication channels, such as email, phone calls, social media, and even personalized messages. By leveraging these channels, employers can tailor their communication to meet the preferences of individual candidates, further strengthening the bond of trust.

Improving Candidate Communication during the Hiring Process

To enhance trust and employer brand perception, it is essential to improve candidate communication during the hiring process. Timely and transparent communication at every stage of the process is crucial. Candidates appreciate knowing where they stand and what to expect next. This level of communication not only demonstrates professionalism but also shows respect for the candidate's time and effort.

Brand Trust: How to Build and Protect Your Most Important Asset in 2020 |  Loomly Blog

Employers can implement automated systems to ensure prompt communication, such as acknowledgment emails upon receiving applications or automated status updates throughout the hiring process. Moreover, providing clear guidelines on the expected timeline and steps involved in the hiring process can help manage candidate expectations and reduce anxiety.

In addition, employers should prioritize providing constructive feedback to candidates, regardless of the outcome. Constructive feedback not only helps candidates improve their skills and performance but also shows that the employer values their effort and invested time. This level of communication leaves a positive impression and contributes to building trust.

The Impact of Employer Branding on Trust and Perception

Employer branding plays a significant role in shaping trust and perception. A strong employer brand attracts top talent, as candidates are more likely to trust and choose organizations with a positive reputation. Effective communication is a key component of employer branding, as it allows employers to showcase their values, culture, and opportunities.

By consistently communicating the employer brand message, employers can build a reputation that resonates with candidates. This reputation, in turn, contributes to building trust and positive perception. Candidates are more likely to trust and engage with organizations that have a clear and compelling employer brand.

Employers should leverage various communication channels to effectively communicate their employer brand. This can include social media platforms, company websites, job postings, and networking events. By utilizing these channels, employers can create a cohesive and authentic employer brand image that aligns with their values and resonates with candidates.

Enhancing the Candidate Experience through Effective Communication

The candidate experience is greatly influenced by effective communication. From the initial contact to the final decision, candidates expect timely and informative communication throughout the hiring process. Employers who prioritize the candidate experience by providing clear, consistent, and personalized communication create a positive impression that enhances the overall employer brand perception.

Personalized communication involves tailoring messages to individual candidates, addressing their specific needs, and providing relevant information. This level of attention makes candidates feel valued and appreciated, leading to a more positive candidate experience. Employers can leverage technology, such as applicant tracking systems and candidate relationship management tools, to streamline and personalize communication at scale.

Additionally, employers should ensure that communication is two-way, allowing candidates to ask questions, seek clarification, and provide feedback. This open dialogue fosters trust, as candidates feel their voices are heard and respected. By actively listening to candidates, employers can address concerns, resolve issues, and continuously improve the candidate experience.

The Role of Interviews in Building Trust with Candidates

Interviews are a critical component of the hiring process and present an opportunity to build trust with candidates. Effective communication during interviews involves active listening, asking relevant questions, and providing clear and honest responses. This level of communication demonstrates respect for the candidate's time and effort, contributing to a positive perception of the employer brand.

During interviews, employers should aim to create a comfortable and inclusive environment. This can be achieved by engaging candidates in meaningful conversations, encouraging them to share their experiences and aspirations. By actively involving candidates in the conversation, employers can establish a sense of trust and authenticity.

Do's And Don'ts For Recruiters - How To Be Great At Hiring - Spottabl Blog

Moreover, employers should provide timely feedback to candidates after interviews. This feedback should be constructive, highlighting areas of strength and areas for improvement. Candidates appreciate this level of communication, as it shows that the employer values their effort and wants to help them succeed.

The Benefits of Partnering with a Staffing Agency for Trust-Building

Partnering with a staffing agency can greatly contribute to trust-building and enhancing employer brand perception. Staffing agencies specialize in candidate communication and have expertise in managing the hiring process effectively. By leveraging their knowledge and resources, employers can ensure consistent and professional communication with candidates.

Staffing agencies understand the importance of personalized communication and can tailor their approach to meet the needs of individual candidates. They have established systems in place to manage candidate engagement, feedback, and overall candidate experience. By partnering with a staffing agency, employers can benefit from their expertise and enhance the trust-building process.

Additionally, staffing agencies often have access to a larger pool of qualified candidates. This can significantly impact employer brand perception, as candidates view organizations that work with reputable staffing agencies as credible and trustworthy. Employers can leverage the agency's network and reputation to attract top talent and enhance their employer brand.

The Role of Recruiters in Enhancing Employer Brand Perception

Recruiters play a crucial role in enhancing employer brand perception through effective communication. Recruiters serve as the main point of contact for candidates throughout the hiring process, and their communication skills greatly impact the candidate experience.

Recruiters should prioritize building relationships with candidates by providing timely updates, answering questions, and addressing concerns. This level of communication demonstrates professionalism and creates a positive perception of the employer brand. Recruiters should also actively listen to candidates, understand their motivations, and align their communication accordingly.

The Foundations of Hiring Success | SmartRecruiters

Moreover, recruiters can act as brand ambassadors, effectively communicating the employer brand message to candidates. By sharing success stories, highlighting employee experiences, and showcasing the organization's values and culture, recruiters contribute to building trust and positive perception.

Recruiters should also collaborate closely with hiring managers and other stakeholders to ensure consistent and aligned communication. This collaboration enhances the overall candidate experience and reinforces the employer brand message.

Conclusion: The Power of Communication in Building Trust and Enhancing Employer Brand Perception in the Digital Age

In conclusion, communication plays a vital role in building trust and enhancing employer brand perception in the digital age. Effective communication fosters transparency, authenticity, and inclusivity, all of which contribute to building trust. By prioritizing clear, timely, and personalized communication throughout the hiring process, employers can enhance the candidate experience and shape a positive perception of their employer brand.

Employers should leverage various communication channels, such as social media, company websites, and personalized messages, to effectively communicate their values, culture, and opportunities. Additionally, partnering with a staffing agency and empowering recruiters to act as brand ambassadors can further enhance trust-building efforts.

In the digital age, where candidates have access to abundant information and choices, employers must prioritize effective communication to stand out and attract top talent. By investing in communication strategies that build trust and enhance employer brand perception, organizations can create a competitive advantage and position themselves as employers of choice.

Amidst today’s noisy digital world, brands find it challenging to create meaningful connections with their customer base and target audience. Getting the target consumer’s attention and persuading them to buy from you gets even trickier. Hence, content marketing has become more crucial than ever for brands to attract, educate, and retain customers.

Content creation is a top priority for 80% of marketers, and there is no reason it shouldn’t be. Consistent, high-quality, and engaging content impacts your audience’s decisions through education and persuasion.

Depending on your business goals and requirements, the role of Content Marketers you hire will vary. The primary responsibilities revolve around forming consistent brand messaging and deciding upon a unique and identifiable voice, style, and pitch across various distribution channels.

From raising brand awareness to attracting a relevant audience to your website, boosting social media presence and engagement, generating leads, and building brand loyalty – content marketing drives all the growth efforts for your brand. When done effectively, it can help you:

  • Build positive brand awareness
  • Make your audience stick around for longer
  • Get better traction on social media
  • Gain more trust of your audience than ever
  • Generate qualified leads
  • Improve conversion rates
  • Boost business visibility with SEO
  • Position your brand as an authority
  • Cultivate loyal brand fans

While content marketing is a broad role with numerous areas of expertise involved, it’s vital to thoroughly understand your company’s current marketing goals and the related requirements. In this blog, we will dive deep into the step-by-step approach to hiring a Content Marketer.

What is The Role of a Content Marketer?

A Content Marketer must be deeply passionate about telling your brand’s story to the world. The objective is to educate and nurture the target audience to establish brand authority using thought-leadership and drive more people to buy from you.

As a candidate is expected to be a mediator between the brand and the target audience, they are primarily responsible for planning, creating, and sharing valuable content to grow their company’s awareness and engagement to bring more business.

To be more specific, the role of a Content Marketer requires a perfect blend of creativity and attention to detail in an individual. It’s a balancing role, as they need to ensure creating content that resonates and strengthens business relationships, using strategies that position your business as authentic and problem-solving.

Take a look at the core responsibilities of a Content Marketer that most businesses expect them to take over:

  • Research and Competitor Analysis: The first and foremost step to creating a content marketing strategy is effective initial research. It not only helps a Content Marketer understand the nuances of the industry through competitor analysis but also study and understand the target audience thoroughly.
  • Building Content Marketing Plans: Once the competitor research and target audience analysis is done, a Content Marketer needs to work on the different plans for all the business objectives, targeted channels, segments of the audience, and the bigger marketing strategy. A content marketing plan typically consists of:
  • Specific goals along with a pre-decided timeline
  • Various channels to be targeted for content distribution
  • Types of content to be created
  • Budget for the entire staff, outsourced services, and paid promotion (Collabs and Ads)
  • Creating Editorial Calendar: Creating, managing, and maintaining a content calendar is one of the most crucial responsibilities of a Content Marketer. It is a centralized visual document that enables effective collaboration among the marketing team and helps Content Marketers ensure on-time production and delivery.
  • Content Creation: Once the strategy and calendar have been approved by relevant stakeholders, Content Marketers need to do the on-ground work. This task usually depends on the scale of your company and content marketing strategy. Suppose an organization already has a set of writers, then the Content Marketer doesn’t need to create content by themselves.
  • Search Engine Optimization (SEO): Producing quality content that educates your target audience and resonates with them, isn’t enough. You need to optimize your content creation to make it search engine-friendly. While most companies need a dedicated SEO specialist for keyword research and planning, Content Marketers need to closely collaborate with them and should be well-versed in the basics of SEO.

While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with

  • Content editing and ensuring adherence to a certain style guide    
  • Continous publishing and distributing content
  • Measuring and analyzing performance

How to Hire a Content Marketer: Step-By-Step?

Content marketing has become the key to driving growth for businesses. Unlike a few years ago, it’s not possible now to get away with a one-person team for content marketing. You need deeply trained individuals for specialist roles.

Let’s now dive into the step-by-step approach of hiring a Content Marketer. But before you even source your first candidate, you should have a clear expectation of the skillset and experience to look out for top content marketing candidates.

Top Must-Have Skills in a Content Marketer

Apart from having relevant industry experience, a good Content Marketer must possess the following skills.

  1. Excellent Writing Skills

A Content Marketer’s prior skillset should be writing excellent attention-grabbing content. From long-form blog posts to website copy, ad copies, social media content, video scripts, emails, newsletters, e-books, whitepapers, and more – a Content Marketer should be able to adapt to the business’s specific requirements and create quality content.

  1. Audience Research

Identifying user behavior is vital for framing the story in the right direction. So a Content Marketer must know how to identify and analyze the needs and pain points to develop a buyer persona. User research can be performed through social listening, relevant communities, in-person calls with customers, analyzing sales call recordings, and more.

  1. Keyword Research

Creating valuable thought-leadership content isn’t enough. Researching the right set of keywords is an essential skill to further educate your target audience on the Whys, Hows and Whats of your business, and have your website rank on Google.

  1. Data-oriented Content

Content that’s not backed by relevant data points does not build enough trust. Experienced content marketing professionals would always prefer data over hollow claims. No doubt that only data doesn’t help a content piece succeed, but it’s essential..

  1. Project Management, Planning, and Publishing –

A Content Marketer is also expected to break down and analyze the pain points to turn keyword research into content ideas. So a professional must be able to identify and solve content gaps.

Further, they must know how to create a content calendar, decide the different types of content, and choose relevant platforms to publish and schedule marketing campaigns.

  1. Content Promotion

Creating a valuable content piece, for example - an ebook, isn’t enough. Your content marketing team needs to promote it proactively for bringing enough attention and engagement.

  1. Performance Analysis

Setting up goals and plans is one thing, but continuously executing, measuring, and analyzing content performance is another. A Content Marketer should always be monitoring key performance parameters to figure out the upcoming plans with the necessary updates required.

Not to forget - stakeholders and marketing heads need the performance reports regularly. So Content Marketers must be able to collect and comprehend all the data to make it worth presenting.

Step 1: Create a Candidate Persona

Let’s sort out the priorities first, and decide the type of content marketing candidates you want to recruit. From exceptional research skills to storytelling, communication skills, relationship building, audience engagement, and more capabilities must be comprehensively considered. Identify and break down the skill requirements for Content Marketers:

  • What are the educational qualification criteria for the role?
  • How many years and what type of work experience do you want in candidates?
  • What are the specific skill sets you’re looking for?
  • Which industry experience would you primarily prefer?
  • Are there any tools your candidates should be hands-on with?
  • What are some personality traits that will fit your company?
  • Where do they look for a new job?
  • What are their career and life goals?

Forming a candidate persona by answering all these questions would ensure you are not shooting in the dark while sourcing candidates. Further, it helps you determine the traits of the ideal candidate, and plan your sourcing and recruitment strategy further.

Step 2: Document the Role Requirements and Decide on Your Recruiting Process

Next step is determining your role requirements suiting primarily to organizational needs and business goals. A content marketing professional is expected to own the entire content strategy, creation, and distribution. But what about your business’s unique requirements?

You might need someone comfortable with frequently creating long-form content pieces like blogs, ebooks, or whitepapers, or creating engaging video content based on your industry trends.

Talk to various relevant stakeholders for seeking the complete detailed company requirements for the role.

Before you enter the recruitment funnel, outline your talent acquisition process. Identify various strategies, channels, and other informational insights you would need – and maintain a collaborative document.

As you update the tactics and tweak your recruitment process for meeting hiring requirements optimally – keep your document up to date.

Step 3: Prepare a Content Marketing Job Description

Once you have finalized the role requirements with respect to your current content marketing goals and team, you can start sourcing candidates. Preparing the job description is the first task you’ll need to do.

Here are the necessary components you must have in your job description:

  • Job Title: The position you’re looking to fill. For example - Content Marketing Specialist or Content Marketing Manager.
  • Roles & Responsibilities: An outline of the candidate’s day-to-day activities. From ideation to implementation and the impact on the organization, everything should be covered.  
  • Skill Requirements: Skills and abilities a candidate must have to perform the job successfully.
  • Perks and Benefits: The compensation details, perks of the job, and any other benefits.
  • About the Company: Why should a candidate consider working with your company?

Content Marketer Job Description Template

Role

The job of a Content Marketer is to perform competitor research, create user persona, and write plagiarism-free content for blog articles, social media, and the company website. They need to stay updated on the latest SEO techniques.

Responsibilities

  • Develop, write and deliver persuasive copy for the website, email marketing campaigns, sales collateral, videos, and blogs
  • Build and manage an editorial calendar; coordinate with other content crafters to ensure standards
  • Measure impact and perform analysis to improve KPIs
  • Include and optimize all content for SEO
  • Contribute to the localization of processes and content to ensure consistency across regions
  • Review and implement process changes to drive operational excellence

Requirements

  • Proven content marketing, copywriting, or SEO experience
  • Working knowledge of content management systems like WordPress
  • A well-maintained portfolio of published articles, blogs, copy, etc
  • Proven experience of working under pressure to deliver high quality output in a short span of time
  • Proficiency in all Microsoft Office applications, Google Suite
  • Fluency in English or any other required language

Soft Skills

  • Excellent verbal and written communication skills
  • Excellent writing and editing skills
  • The ability to work in a fast-paced environment
  • The ability to handle multiple projects concurrently
  • Strong attention to detail and the ability to multi-task projects and deliverables

Step 4: Source Candidates

Once you have the tailored job description in hand, it’s now time to do the groundwork and source candidates. Create an attractive job post to promote your job across job boards and social channels.

  • Begin with what to expect from the role at your company?
  • Why should candidates apply for the position?
  • Highlight the growth opportunities
  • State the company vision and mission
  • Briefly describe the recruitment process

Prepare an impactful job post and also execute paid job ad campaigns if required. The next step would be promoting your jobs on various job boards and hiring platforms. You can leverage the following platforms for hiring Content Marketers:

  • LinkedIn
  • Indeed
  • Instahyre
  • ZipRecruiter
  • Monster
  • GlassDoor
  • CareerBuilder

Not to forget - almost 3/4th of the workforce includes passive candidates, so you cannot miss out on passive talent sourcing as well. Reach out to qualified candidates on communities, LinkedIn, Twitter, and even Facebook to offer them suitable opportunities.

Step 5: Evaluate Candidates and Interview Shortlisted Ones

Once you have filtered candidates based on their experience and skills listed on their profile, it’s time to evaluate them deeply. Ask them to create a content strategy for your website, along with a value-adding content piece like a small blog. The topic of the article must fall within the scope of the strategy.

Interview the candidates whose profiles got shortlisted. Keep in mind the parameters covering skills, relevant experience, and personality traits of candidates.

Step 5: Make the Hire

Reach out to selected Content Marketers and communicate about the compensation.

Further, extend your offer letter to all the candidates who have been selected. In the case of passive sourcing, extend to only those who were aligned with you on the compensation and are willing to move forward.

Ensure having a deadline for the joining date and mention the necessary documents required by your recruiting team.

  • Get the required documents and set up the offer agreements with candidates
  • Organize an orientation session for the onboarded candidates
  • Introduce them to the entire team and the marketing teams they will be working with
  • Guide the new candidates about your company management tools and communication channels
  • Provide candidates with forms for benefits and perks like Health Insurance.

Supercharge Your Hiring for Content Marketer with Nurturebox

Inbound candidate sourcing doesn’t work effectively anymore. Do you also find challenges in closing quality candidates through job posts even after spending on ads?

Don’t worry, passive candidate sourcing can be an optimal solution for hiring top content marketing candidates.

Nurturebox is a one-stop talent sourcing and engagement platform which is powered by automation. Here’s how you can source product managers from LinkedIn using Nurturebox:

  • Install the Nurturebox Chrome plugin and sign up.
  • On your LinkedIn profile, start sourcing Content Marketers with boolean searches stating the required experience from targeted locations and including other criteria
  • Add the qualified candidates to your sourcing campaign pipeline with just a click
  • Automate the candidate engagement through email, Whatsapp and LinkedIn direct messages for reaching out and nurturing candidates at scale.

Recruitment insights you won’t delete. Delivered to your inbox weekly.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.