We’re getting personal with this installment of our recruitment marketing lessons taken from top consumer brands. Personalizing campaign content helps users better visualize themselves as part of your company. And because a career is such a deeply personal aspect of someone’s life, bringing your employment brand into the personal realm can help you market to both passive and active job seekers.
While State Farm’s recent campaign to “unleash chaos” on your house may not seem like it relates to employment branding, it exemplifies the power of personally-branded content in a creative way. Users simply enter a name and street address to watch a short video of the robot from the company’s earlier commercial being unleashed on their neighborhood. Your favorite local café? Terminated. Your car parked on the street? Crushed. This clever use of Google Street View brings State Farm’s abstract concept of being prepared for the unexpected into real life.
Recruitment Marketing Lesson in Personalized Content
As you brainstorm your next recruitment marketing campaign, ask yourself how you can help users actually see themselves in the content. This can range from a more literal interpretation like State Farm’s through use of graphics and videos that incorporate users’ pictures to a simplified approach of including names and other personal information where appropriate. Social network APIs (think allowing users to log in via Facebook and utilizing their already uploaded profile picture) are making this easier than ever.
When creating recruitment content, it’s easy to get caught up showcasing your corporate culture, existing employees and their jobs. While these are important aspects of a recruiting campaign, it’s important to include aspects of the job seeker as well. By doing so, top talent will be able to see themselves within your organization, making the decision to apply that much easier.