Here's what this means at a tactical level:
Whether it’s in audio, video, or written format, if we’re talking about information designed to start conversations with passive candidates, it’s simple: tell them what they want to know.
This is what’s currently top-of-mind for these candidates (other than comp):
- The health of the company: Is this company stable? Aka, will I have a job a year from now? Regardless of your answer, you need to give one—upfront with transparency.
- Work from home policy: Do you have one? What is it? (Don’t know? Sorry, not interested.)
- Can I relate to the people who work there?
- How work gets done: How big is the team? What is the timeline for new hires? How do you build, sell, collaborate, and make decisions?
These are high-level topics that can be broken down into many individual pieces of content, from “how you do” these things to simply communicating the details directly in a candidate FAQ.
The market has evolved. You have to lead with ungated information that's packaged up in easily consumable ways.
Credit for these insights goes to Bradley Clark, Sr. Manager of TA at Article. They were gleaned from our recent conversation about what hard-to-hire candidates want to know at the top of the funnel.
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