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For most companies, particularly those involved in knowledge-heavy industries, recruiting and retaining highly skilled workers is of vital strategic importance. Talented people are hard to find—and retaining them is becoming even tougher. In some sectors, such as wind energy, management consulting and IT, the competition for talent is particularly intense. A properly executed content network can add both reach and power to recruiting efforts.
Before you can make it onto a job-seeker’s shortlist, they need to be made aware that you exist. While that’s usually not a problem for well-known brands, lesser-known B2B companies generally do a poor job of employer branding and may only be known to people who already work within the industry, perhaps only in a single geographic region.
A well-implemented stakeholder engagement platform, either via your website or, preferably, via an owned-media Voice of Industry activity, has at its core a great deal of content that is enjoyed, linked to and shared, thus achieving higher visibility in search results. Ensuring that you address and involve educational institutions, too, should be a part of any forward-looking engagement platform, and will give you easier access to graduating talent.
Highly skilled workers are often keen to work with the thought leaders in their industry—those companies that are perceived to be the most innovative in the way they think and in the solutions they offer their customers. As a company that makes its thought leadership apparent via a Three Voices strategy, you should expect your company’s image as an exciting employer to be boosted beyond many of your competitors. Perception is, as they say, reality!
Social media has been convincingly shown not only to aid recruitment but to increase employee retention, too. If your employer branding strategy enables employees to profile their knowledge, expand their skills and network, and generally become enriched, you are likely to also be improving their working environment and their long-term career opportunities. You may also find it beneficial to elevate specific employees to ‘star status’ within your Three Voices ecosystem, firmly connecting their position and status in the industry with your company’s brand.
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