As the economy has rebounded, the job market has started to heat up and recruiters are also starting to feel the heat. A recent study by SHRM found that over two thirds of HR professionals (68%) are experiencing difficulty recruiting candidates for full time positions. However, organizations that attract highly qualified candidates have a leg up over the competition. One way to make this a reality is to develop top notch recruiting content.

To develop effective recruiting content, HR teams should keep a few guidelines in mind:

Showcase the company as a great place to work. Remember that different candidates may be looking for different types of information. For example, Millennials may think that companies that support employee volunteer programs in the community are great, while Gen X’ers may be looking for information about retirement benefits or career advancement opportunities.

Make it personal by highlighting employee stories. Recruiting content is more compelling when candidates get insight from existing employees about what it’s like to work at an organization. Highlighting employee stories and photos can bring recruiting content to life.

Ensure that candidates can find your content when searching on the web. When developing job descriptions and other recruiting content, use relevant key words. This will increase the likelihood that candidates will find your information online.

Companies in a variety of industries have found that high quality recruiting content pays off. The benefits are clear:

Online content marketing is more targeted and more cost effective than traditional marketing. Organizations that use content marketing, social recruiting, and social advertising report that they are able to reach candidates in a more targeted way. In addition, research has found that when compared to traditional recruitment marketing, online content marketing generates three times more leads, but costs 62% less.

Social media increases an organization’s reach to younger candidates. Millennials are known for being tech-savvy. As a result, it just makes sense for organizations to use social media and online marketing to reach and attract these candidates.

Online marketing is an effective way to attract passive candidates. As the job market becomes more competitive, more and more organizations are trying to attract passive candidates to fill open positions. Social media is a proven way to find individuals who aren’t looking for a new job, but are open to hearing about new opportunities. SHRM found that recruiting passive job candidates is one of the top reasons that organizations use social media for recruiting.

If you’d like to learn more about how to improve your own recruiting content, register for our upcoming webinar, Be Heard! Content Strategy for Recruiting. After this event, you will understand how to make your jobs stand out with compelling content that captures the attention of the right candidates.