Content + Experience

Employer Branding is fuzzy.

So how do you take fuzzy and turn it into something tactical and tangible?

Content + experience.

Not just content. But content that shows the ”how and why”––not the “what”.

Not any experience. But a unique representation of who you are as an organization.

This combination of content and experience creates a feeling from the first touch with your brand all the way through the candidate experience, onboarding, offboarding, alumni relationships, and referral programs.

That is your content-experience roadmap.

And every touchpoint should:

1) Provide unique content that takes your candidate on a storytelling journey––getting more granular along the way.

• Think about broad culture awareness at the top of the funnel. Then dive deeper into individual roles, teams, and leadership profiles through stories.

• Personalize content for every persona.

Here’s an example of a CX content journey:

1. General culture piece like this or this to drive top of the funnel awareness

   • Engineering blog (if eng focused)

2. Candidate FAQ

3. Employee profile story

4. Team profile story

5. Department leadership story

2) Provide a unique experience that is true to your brand.

• Experience defines the value. It delivers your promise. And it creates the trust.

• This is represented through your copywriting, tone, language, style, and IRL interactions with your audience. Stay authentic.

Do this and you will be rememberable.