Unexpected Audiences: Why More Content is Needed for Recruiting

Content Marketing is a long-term process in which companies repeatedly engage their audience – typically, prospects and customers – building a relationship as individuals move through the sales funnel. Eighty-nine percent of companies that use content report success, and adoption continues to grow. In fact, 77% of B2C organizations are increasing content production this year.

To most organizations, the practice of generating and publishing content is confined to their marketing department. But take out the word “marketing,” and what are you left with? Content. Informational, useful, compelling content. Even in a broad context, these characteristics still apply.

It’s time to take the lid off of the expectations we set for our content. Producing content is about connecting with your audience, and your collective audience as an organization extends far beyond the realm of marketing and sales.


Your collective audience may consist of the following: 

  • Prospects
  • Customers
  • Employees
  • Recruits
  • Partners
  • Investors
  • Shareholders
  • Stakeholders


Once self-imposed limitations are removed from your content and its intended audience, new opportunities for engagement can be discovered. You also may find unexpected consequences. Consider the current recruiting landscape:

Over one quarter of working adults will contemplate changing jobs this year. Of the employees that are considering a move to another organization, 75% are passive, meaning they are not actively applying for, or seeking out new opportunities. How do you plan to connect with such an audience?

Much like your inbound marketing strategy, engaging passive recruits and influencing action starts with interest formed through your ability to become a resource for useful insight and information. As you provide value, recruits will be drawn to your organization when their search becomes active.

Also, consider how you are currently measuring the effectiveness of your marketing content: traffic, clicks, and conversion rates. Think about these metrics from a recruiting perspective. The same metrics matter in measuring success; you’re simply driving readers to consume content, and then convert through your job application process.

When focused on its true purpose of being useful, content is the key to achieving your engagement goals, regardless of which audience you choose. The more targeted your content, the better off you’ll be.

Consider this anecdotal story recently shared with Rivet by a Digital Marketing Manager at an insurance company: A prospective employee who was extremely talented opted out of the interview process with their company because they read a customer’s review that mentioned the insurance company was not a good place to work. The talented professional took the review to heart, even though the customer had no real-world knowledge of what it’s like inside their four walls on a daily basis.

If this prospective employee had access to more content that revealed what it’s truly like to be an employee at the company, the outcome most likely would have been different.

For inspiration on how content can support recruiting efforts, check out the Rivet Culture Page. Our story gallery features stories told by Rivet employees, providing an inside look into the company’s culture and the people who are dedicated to its success.