Employer brand leaders––if getting senior-level buy-in has been challenging, show them examples of what good looks like.
Research your top 5 competitors and objectively audit their employer brand.
And leverage this data to show the gap between their brand and yours.
Content should tell a story AND provide the relevant information that candidates actually care about.
Use this EB/CX scorecard as a framework for your audits.
Be sure to place an emphasis on:
Do you feel inspired and compelled to learn more?
Is the content answering the questions you know a candidate cares about? Aka, are they actually speaking to the candidate?
Brand voice and energy
Do you feel like you know the company before you actually do?
Can you feel their culture, style, and vibe in their copywriting and content? If so, that’s magic.
Are they telling the whole story and owning their challenges? Aka, an attract and repel mindset.
The flow from research to content to application
Friction will destroy even the best creative work.
Bonus: you will clarify your strategic content plan and prioritize which assets to focus on through market research—not assumptions.