Over the past decade, the need to personalize content and personalized experiences has become an essential consideration for marketers in order to stand out in a landscape saturated with generic advertising and information overload.
With an unprecedented number of organizations vying for top talent and prospective employees conducting more and more thorough research to choose their ideal employer, the need for Employer Brand and Talent Attraction teams to also adopt this concept as part of their broader strategy has become more important than ever before.
What is content personalization?
Content personalization in the world of Employer branding is focused on delivering the most relevant content and engaging content to your target audience and end-user based on their interests, preferences, expectations, or any other insights you might have relating to the prospect.
For example, personalized product recommendations based on a customer's purchase history, a customer loyalty offering to people who have been loyal to your business, and all kinds of content within the customer and applicant journey - potential customers and those who already love your business alike.
Why video content over other mediums?
When we look at different types of content, user behavior, and digital content consumption, video is now the most powerful tool available and the medium of choice for a new generation of customers and job-seekers.
Video is how they consume content in their personal lives (TikTok, YouTube, Instagram), and it's how they expect to consume content in their professional lives. Most of all, people these days avoid irrelevant content, like bulk commercials that are designed to appeal to everyone, not them as individual customers.
And the results of video within your personalization strategy are clear - video simply performs better than any other medium. Whether it be from a trust and authenticity perspective or from a retention and consumption perspective, video performs better and provides a superior customer experience.
Why should I consider content personalization as part of my EB strategy?
There are many reasons why an organization should be leveraging personalization as part of their Employer Branding strategy. The first step is understanding your user experience so you can work on personalized recommendations. Diving deep into Google Analytics will be essential here, but let's look at the benefits of content personalization first:
1. Improved Engagement
Personalized content resonates more with individuals because it speaks directly to their interests, needs, and preferences - and this alone can give your business a substantial competitive advantage. This heightened relevance leads to increased engagement, as people are more likely to pay attention to and interact with content that feels specifically tailored to them - increasing engagement and customer satisfaction with the ultimate goals of growing sales and customer loyalty.
2. Improved Candidate Experience
When we look at the hiring process in particular as part of your employer brand by tailoring communications and content to the interests, skill sets, and backgrounds of potential employees, companies can make candidates feel valued and understood, which can positively influence their perception of the employer and each individual user experience.
3. Increased Conversion Rates
From your sales team to your HR teams, personalized content marketing strategies generally result in higher conversion rates across all stages of your marketing funnel. For instance, a recruitment campaign using personalized video content is more likely to elicit responses and applications because it addresses the specific aspirations or concerns of potential candidates.
4. Building Stronger Relationships
Personalization and individualized content helps in building stronger relationships between your brand and your ideal customers and employees. When your company shows that it understands and caters to the unique needs and preferences of its candidates or target customers, it fosters a sense of trust and loyalty, building customer lifetime value.
5. Differentiation in a Competitive Market
In a crowded job market, personalization can help an employer stand out. Tailoring the employer brand message to address specific candidate personas can differentiate a company from its competitors, who might be using a one-size-fits-all approach.
Where could I be leveraging content personalization?
Careers Website are of course, the most obvious place to start implementing and leveraging personalization is on your careers site. Not only is it a channel your organization has significant control over, but it also plays a vital role in the job discovery process.
With more than 68% of millennials (Source: CareerArc) visiting your company site as part of their evaluation process and consuming an average of 9 pages per visit (Source: iCIMS), there is a significant opportunity to deliver engaging and relevant messaging.
Personalization here can be based upon whether the individual is a first-time or returning visitor, based upon their geographical location, job roles they have shown interest in, different articles they may have read, or any other data points you may have on the prospective applicant.
Off the back of those applicants who visit your career site but don't apply, you can follow them up by using retargeting tools to serve personalized ads off the back of what content they did engage with.
Personalizing the ads based on what a prospective candidate has engaged with on your career site can help drive more efficient ad results, with AdRoll reporting that dynamic, personalized ads enjoy a 2.5x higher click-through rate and a 50% lower cost per click than static ads.
All the key social media networks offer various ways to target specific audiences based on various characteristics, including things such as experience, interests, and location.
Creating variations of content based on the different segments and using tools such as A/B testing can allow your brand to optimize what assets are being used for these different segments and drive costs down and conversion rates up.
Another area you can leverage personalization is when sending emails to potential candidates, especially when personalized emails generally enjoy a 29% higher open rate and 41% higher click through rate than non-personalized.
Whether you are manually sending out these comms or leveraging a marketing automation platform, there is plenty of scope to adjust the content based on what you know about the individual, around their skills, interests, experience, and location.
What if I only have a limited content library?
Having a modest collection of video content for your Employer Brand strategy helps its effectiveness when it comes to personalization; in fact, a high-quality, well-targeted approach will consistently outperform a vast array of generic material.
To maximize the impact of your available content, consider implementing the following tactics:
1. Content Repurposing
A little bit of quality content can go a long way, especially if you have the right tools, whether this be finding key quotes from a video and using it to build out a blog for your careers site, generating smaller definitive clips to use for multiple posts in a broader social media campaign, or finding themes across your library and stitching together topic related reels.
Creating content for the sake of content will never generate the results you want. Always be thinking about what is the type of story you want to convey or the types of thoughts and questions you want the audience to have when consuming your EB videos.
Even with a small library, a well-told story can be highly engaging and can be tailored to resonate with different segments of your audience.
3. Segmentation & Targeting
Start by segmenting your audience based on available data like demographics, job titles, interests, or past interactions with your brand. Tailor your existing content to these segments. Even with a limited content library, addressing specific audience segments can make the content feel more personalized.
4. Data-Driven Insights & Refinement
Regularly analyze your content performance data to understand what resonates most with your audience. Use these insights to tailor the presentation and distribution of your existing content for maximum impact.
5. Grow your library
The final approach you can take to address your limited library of content is to collect new content for it. Rather than reaching out and trying to gather videos from your entire team, look at the content you have and the story you are trying to convey and work out what gaps you want to fill and who in your team would be best to deliver that message.
How does Vouch help brands deliver personalized content?
Vouch offers a comprehensive suite of tools to help brands not only collect and manage their video content that highlights their company culture and employee experiences but also the tools to distribute that content across a range of channels.
From AI content management and tagging features to help categorize your content at scale to auto-generated reels to help repurpose and extend your existing library, Vouch has the tools you need to roll out personalized employer brand content effectively.
Like to try Vouch?
Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and more, tools like Vouch make leveraging video in your business remarkably easy.
Be sure to book a Vouch demo today and chat with a video content expert.