Want to create content that enables your recruiting efforts? Then you have to ask the right questions.
Question asking is a skill. It’s why most employer branding content is uninteresting. Those creating it simply don’t have this skill—or even know that it’s a skill, to begin with.
(Btw, if you’re hiring for an EB role, add this requirement to your JD and screen heavily for it.)
Here’s an example:
- Bad question: What do you like best about working here?
- Good question: Tell me about a moment that is so [your company].
Here's a list of good questions to ask your leaders and fellow team members:
- What do you make, who is it for, and why do they care?
- What moment are you in as a team?
- How do you approach technical debt?
- What's the hardest part of your job?
- Where do feature ideas come from?
- How do you measure the success of individual team members?
- How easy is it to gain access to managers and leadership?
- How should candidates prepare for interviews?
- What is your most important non financial metric?
- How much agency or impact does each individual [role] have at [your company]?
- What are the biggest objections you get from prospects?
- How does your team contribute to the core business goals of your customers/your company?
- What is your go-to-market strategy?
- How much do candidates need to know about your industry?
- How does the sales team interact with cross-functional teams?
- What's the best way for a candidate to express interest or get their foot in the door?
- What should new hires expect in the first 30 days?
- What aspect of your culture do you most fear losing with growth.
- When you interview candidates, are there red flags you keep an eye out for?
- What problems are you solving?
- Do you have direct competitors? How do you stack up against them?
- Why do team members stay?
- How well do you pay compared to the rest of your industry?
- How is the [X] team viewed by the rest of the business?
Feel free to use any and all.
Now go interview your people and turn those into audio, video, and written content.