This document discusses how to craft content for each stage of a candidate's journey: 1) The Awareness stage focuses on expanding reach and gaining attention through thought leadership, company news, awards, and advice for skills improvement. 2) The Consideration stage aims to share employee stories, project highlights, awards, company initiatives and checklists to help candidates consider the company. 3) The Interest stage nurtures candidates by showing career growth, employee experiences, meetings, newsletters, and personalized job alerts. 4) The Application stage provides resources like job descriptions, culture descriptions, interview tips, and expectations to help candidates apply. 5) The Selection stage assists with the interview process, feedback, and ensuring

1. The Candidate Journey Isn’t Linear:
How to Craft Content
Accordingly

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3. #recruitingcontent

4. Speakers
Elyse Mayer
Director of Content
SmashFly
Lauren McNiff
Sr. Marketing Programs Manager
Glassdoor

5. Let’s start with a reality check

6. Content… Is… Everything
#hashtag

7. The Recruiting Funnel

8. The Candidate Journey

9. The funnel dictates the message
The journey dictates the channels

10. Content, Stage by Stage

11. AWARENESS: Aha Stage

12. AWARENESS:Aha Stage
86% of Glassdoor users are either
actively looking for a job or would
consider a better opportunity
Source: Glassdoor.com U.S. Site Survey, August 2016

13. AWARENESS: Aha
Stage
Goals of Content:
• Expand reach
• Optimize exposure
• Get attention

14. AWARENESS: Aha Stage
People want to know:
• Who are you as a company?
• What is your industry/product/service?
• What do you do to make lives better – or, what
is your purpose?
• What are the current “hot topics” or “top issues”
facing your company?
• What’s in it for me?

15. AWARENESS: Aha Stage
To create or curate:
• Show thought leadership with industry trends & stats
• Company-specific news stories or press releases
• Awards or lists, like Glassdoor’s Best Places to Work
• Best practices, tips, advice for candidates looking to
improve their skills
• Social campaigns/hashtags/images

16. AWARENESS: Aha Stage

17. CONSIDERATION: Game Changer Stage

18. CONSIDERATION: Game Changer Stage
69% of job seekers would not
take a job for a company with a
bad reputation, even if they were
unemployed.
Source: 1 Corporate Responsibility Magazine / Allegis Group Services Study, August 2012

19. CONSIDERATION: Game Changer Stage
People want to know:
• What type of people work at your company?
• What projects are they working on?
• Who are your primary competitors? Major customers?
• What does your company do within the community?
• What are the company’s values? What do they stand for?

20. CONSIDERATION: Game Changer Stage
To create or curate:
• Employee stories
• Project highlights
• Company or employee awards & recognition
• Company careers blogs
• Philanthropy or company initiatives & events
• Quizzes or checklists about switching careers/industries
• Infographics/stats related to industry or company initiatives

21. CONSIDERATION: Game Changer Stage

22. CONSIDERATION: Game Changer Stage

23. INTEREST: Nurture Stage

24. INTEREST: Nurture Stage
People want to know:
• What does a career look like at your company?
• What are you doing specifically within my field/discipline?
• What projects will I work on? How will I grow?
• What is your company culture really like, and what are
employees saying about you?
• What jobs are open that fit my background and
experience?

25. INTEREST: Nurture Stage
To create or curate:
• Visuals/infographics that show employee growth
• Interactive chats or Q&As with employees
• Monthly newsletter
• Meet & Greet events
• Employee videos & personal stories
• CEO speeches or leadership keynotes
• Job family/department-specific landing pages
• Personalized job alerts
• Third-party employee reviews

26. INTEREST: Nurture Stage

27. INTEREST: Nurture Stage

28. INTEREST: Nurture Stage

29. APPLICATION: I’m Ready! Stage

30. APPLICATION: I’m Ready! Stage
People want to know:
• How well does this role match my experience
and career interests/goals?
• How can I stand out from other applicants?
• What is your hiring process like?
• Does this culture really match my values?
• How do the benefits/salary compare to other
positions I’m applying for?

31. APPLICATION: I’m Ready! Stage
To create or curate:
• Standardized, dynamic job description
• Positive reviews and responses
• Culture and benefits descriptions
• Careers blogs from employees or recent hires
• Recruiter profiles
• Candidate resources and/or dedicated page on
career site
• Specific expectations via recruiter tips or emails
• Interview resources and best practices

32. APPLICATION: I’m Ready! Stage

33. APPLICATION: I’m Ready! Stage

34. SELECTION: Finding Fit Stage

35. SELECTION: Finding Fit Stage
93% of employees/job seekers say it’s
important to be thoughtful and informed
about all aspects of a company (e.g., culture,
values, mission, businessmodel, future plans,
pros and consabout the workplace) prior to
accepting a job offer.
Source: Glassdoor Harris Poll, April 2017

36. SELECTION: Finding Fit Stage
People want to know:
• Whom will I interview with and when?
• When can I expect feedback?
• Will I enjoy the physical environment?
• Will I work well with the manager and team?
• Will I be able to make my best contribution and grow here?
• Does the salary offered meet expectations?

37. SELECTION: Finding Fit Stage
To create or curate:
• Interviewee reviews/tips on Glassdoor
• Interview prep sheet
• Follow-up timeline of final selection
• Unique, personable offer email
• Candidate info sheet with transportation information, benefits, etc.
• Invite for Glassdoor interview reviews at end of process
• Thank you notes for non-hired candidates
• Talent network invitation for silver medalists

38. SELECTION: Finding Fit Stage

39. HIRE & ONBOARDING

40. HIRE & ONBOARDING
People want to know:
• How much training will I have?
• Where do I get benefits, vacations, perks, wellness information?
• What activities can I get involved in?
• Who do I look to for support of questions?
• How can I share my experience of working here? How do I give feedback?

41. HIRE & ONBOARDING
To create or curate:
• Welcome packet
• Checklists/FAQs
• Orientation to benefits, procedures, and employee activities
• Examples/stories of how feedback is put into practice
• Celebrations of cultural traditions, company/team milestones
• Requests for Glassdoor reviews at milestones
• Social media policies and hashtags to follow
• Connection list: team members to talk to first

42. HIRE & ONBOARDING

43. Go forth and conquer
content!

44. Q & A