The role of content marketing in recruitment has come a long way in the past 5 years, becoming more accessible to organisations of all sizes and budgets to apply within their campaigns.

We can think of content as any form of touchpoint that we establish with our candidates within their recruitment journey to help ease their progression.

By identifying the key stages of the journey and diagnosing conversion challenges at each stage, we can effecitvely build our content strategy to help alleviate these challenges and constantly look for opportunities to improve the candidate experience.

In an increasingly competitive marketplace, recruiters recognise the growing influence of marketing to help them attract, engage and retain their target talent. Candidates, on the other hand, are looking to build a connection with their potential employer and a content strategy that is not only authentic but also creates space for two-way dialogue will strengthen that connection and build a sense of trust which is essential in recruitment today.