Attracting and retaining top talent continues to be a challenge. As a result, companies must stretch beyond traditional recruitment methods to stand out and create a workplace that not only attracts but also retains important team members. One powerful tool in achieving this is content creation, including the intentional use of video. Here are four ways companies of all sizes can leverage a host of content options to directly support their talent acquisition and recruitment marketing.
Showcase Company Culture Through Authentic Stories
The culture of an organization is often a deciding factor for potential employees. Job seekers today are not just looking for a paycheck; they want to work for companies that align with their values and offer a sense of purpose. By using video, companies can give potential hires a real sense of what it’s like to work within their organization and build their employer brand in the market. The Faces of TIAA is a perfect example of how to leverage authentic stories to recruit and retain top talent.
Overall, these videos can include team member success stories, day-in-the-life segments, or a fun look at the culture. The key is to stay true to who you are as an organization. BB+M is a prime example of going the candid route.
In addition to video, consider creating written testimonials, blog posts, or social media updates that highlight the personal experiences of your team members. These can include interviews, day-in-the-life features, or stories about unique company traditions. By combining the visual impact of video with the detail of written content, you create a more comprehensive picture of your company culture that resonates with potential hires.
Highlight Career Growth Opportunities
One of the main reasons team members leave a company is the lack of development opportunities. To keep top talent in house, companies must demonstrate a clear path for growth within the organization.
By creating a series of videos that feature the stories of team members who have advanced in their roles, companies can show that individual growth is a priority. This not only attracts ambitious professionals but also helps to retain them by continually reinforcing the message that the company is a place where they can build a fulfilling career.
Complement these videos with case studies, white papers, or in-depth articles that detail how employees have grown within the company. These can explore different career paths, showcase the impact of mentorship programs, or explain how internal promotions work. By offering a blend of video and written content, you serve different learning preferences while providing an intentional narrative around growth within your organization.
Leverage Educational Content to Empower Employees
Providing educational content through video can play a significant factor in both attracting and retaining. For prospective hires, the promise of ongoing learning opportunities can be a strong incentive to join the company. For current employees, continuous learning keeps them engaged, motivated, and more likely to stay with the company for an extended period of time.
Educational content can take many forms. In addition to video learning modules and webinars, which offer flexibility and visual engagement, consider creating e-books, guides, or downloadable resources that employees can use to enhance their skills. Regularly updating this content ensures that employees have access to the latest industry knowledge and trends, keeping them engaged and motivated in their roles.
Create a Sense of Community and Belonging
A strong sense of community within a company is critical for employee satisfaction and retention. Regularly sharing video updates from leadership, showcasing team achievements, or even creating content that highlights social and volunteer activities can help encourage a feeling of belonging among employees. This can be a powerful retention tool as employees who feel connected to their colleagues and the company are less likely to leave.
Complement these efforts with a well-organized company newsletter that also celebrates achievements, shares upcoming events, and includes personal milestones. Additionally, leaning into engagement on social media platforms through interactive posts, polls, and community-driven content can further strengthen the sense of belonging.
Final Thoughts
Using a combination of video and other content in your talent acquisition and retention strategies is more than just a trend – it’s a way to build meaningful connections with your current and future team members. By authentically (yes buzz word, but can be done!) displaying your company culture while supporting other essential needs, you can attract top talent and ensure they remain committed.
