Turn Content into Your Secret Advantage + 3 tools

PLUS: how to kickstart your content strategy

Welcome, Talent Visionaries.

In this issue, we show you how to bring your big content ideas to life – similar to turning the picture on the Lego box into the base structure. This method will guide you in becoming both the architect of your content framework (this is your strategy) and the builder of your content implementation plan (these are your tactics).

We also introduce a few tips to make content support your talent attraction and engagement initiatives. So, if you're feeling stuck, overwhelmed, or just don't know where to start, this issue should help to get your content strategy off the ground.

Now let’s get into it…

In today’s issue:

  • Turn your content into your secret advantage

  • 3 products to help structure your content

  • How to get your content journey started


Turning Content into Your Secret Advantage

In today's cutthroat job market, the quest for top talent can feel like searching for a needle in a haystack. The JOLTS report from the Bureau of Labor Statistics underscores the ongoing challenge of a shortage of qualified candidates, leaving talent leaders grappling for solutions. Here’s three tips on how to turn content into a secret weapon to help tackle this issue.

  1. The Personalization Paradox - Instead of casting a wider net, focus on creating personalized content that resonates with niche talent. Craft tailored messages, showcasing your unique company culture and opportunities to attract candidates who genuinely align with your organization.

  2. The Learning Loop: Content isn't just for external candidates. Invest in creating a culture of continuous learning and upskilling within your existing workforce. Develop engaging content-driven training programs and knowledge-sharing platforms that empower employees to evolve with the changing landscape.

  3. The Storyteller's Edge: Your employer brand isn't just about perks and benefits. It's about weaving a compelling narrative. Share authentic stories of employee journeys and successes through captivating content. Let your current employees be your brand ambassadors.

By adopting this fresh perspective and integrating content into every aspect of talent acquisition and management, we can not only navigate the qualified candidate shortage but also thrive in an evolving job market. If you haven't done so already, it's time to harness the power of content as the driving force behind talent success. Check out today's work tip if you're feeling overwhelmed by the volume of content.


Useful products

Surfer - Keyword research tool to develop content ideas and themes. (link)

ContextMinds - Organize and structure your content ideas into themes. (link)

Crayon - Maps external issues with your brand. (link)

(Bonus) Xtensio - content strategy framework template (link)


How to Kickstart Your Content Strategy

Do you struggle with the idea of rethinking and resetting—or even initially setting up—a content program within your organization? You're not alone. Many talent leaders face the challenge of creating a content strategy that not only resonates with their audience but also aligns with their company's culture and values. It's a task that requires vision, meticulous planning, and a deep understanding of your audience. Drawing inspiration from "How Big Things Get Done" by Bent Flyvbjerg and Dan Gardner, let's embark on this significant journey together, breaking down the monumental task into manageable steps to create content that inspires.

Envision your approach to content

The first step in developing a new approach to content is envisioning what you want to achieve. How can your content reflect your organization's identity and values? This vision will serve as the foundation for your strategy, guiding every piece of content you create.

Break it all down into parts

Once you have a clear vision, the next step is to break it down into smaller, manageable pieces—or "Lego blocks," as Flyvbjerg and Gardner might suggest. This involves identifying key themes that align with your values and the overarching structure that will guide the creation and distribution of your content.

Consider all channels and media outlets through which your content will be shared, and tailor your approach to engage your audience effectively. By breaking down the process into smaller, actionable steps, you can manage the complexity of developing a comprehensive content strategy that effectively conveys your employer's brand and values.

Starting the Journey: A Step-by-Step Guide

  1. Vision Workshop - Begin with a vision workshop to align your team on the purpose behind the content overhaul. Discuss what success looks like and how it supports the employer brand and conveys the company's values.

  2. Content Audit - Evaluate your current content to identify gaps and opportunities. This step is crucial for understanding the messages being sent out and through which channels.

  3. Persona Development - Develop detailed personas for your audience, including both current employees and potential candidates. Understanding what inspires them and where they engage with content is key to tailoring your strategy.

  4. Strategic Blueprint - Draft a content strategy that outlines key themes, channels, and content types. Consider the journey you want your audience to take and how each piece of content guides them closer to your company.

  5. Pilot Program - Implement a pilot program focusing on a specific aspect of your strategy. This could be a series of employee stories on social media or a new section on your website highlighting company culture. Starting small allows for manageable experimentation and refinement.

  6. Feedback Loop - Create mechanisms to gather feedback on the pilot program. Use this feedback to refine your approach before scaling up, ensuring your content resonates with your audience.

  7. Iterative Expansion - Expand your content efforts gradually, applying lessons learned from the pilot across different channels and content types. This is a marathon, not a sprint; success comes from continuous improvement and adaptation.

  8. Measurement and Adaptation - Define clear KPIs to measure the impact of your content. Regularly review these metrics and be prepared to pivot your strategy based on what the data tells you.

The Power of Pilot Programs

Initiating a pilot program for your content strategy can set the stage for broader initiatives. For example, leveraging employee feedback to create blog posts about working at your company can provide authentic insights and engage your team in the content creation process. This approach ensures your content is inclusive, representative, and resonates with your audience.

By focusing on small, manageable projects and refining your strategy based on real-world feedback, you can scale successful elements more easily. This iterative process supports continuous improvement, keeping your content relevant and engaging. The goal is not just to produce content but to foster a connection with your audience by sharing genuine stories and insights that reflect your organization's unique character and values.

Embarking on this journey requires vision, planning, and a commitment to adaptation. By breaking down the task into manageable steps and focusing on creating content that truly resonates, talent leaders can develop a strategy that not only reflects their company's identity but also inspires and attracts the very people they aim to connect with.


Wisdom in small steps

“Little by little, a little becomes a lot”

- Tanzanian proverb

“The secret of getting ahead is getting started.”

- Mark Twain


TalentSum Tidbits is read by thousands of talent leaders and specialists around the world. Share a tool and we’ll consider it for a future issue.


Back to basics

When content strategy starts feeling like a mountain too high to climb, remember, it's all about getting back to basics. Take that essential step back to regroup and refocus on what you're trying to achieve.

The key is to find the simple idea or strategy and then break it down into pieces you can actually tackle, and just start somewhere. It's not just about making stuff; it's about the way you approach the making. The strategy and the framework. Ground yourself in those end goals, turn the work (tactics) into bits you can handle, and suddenly, the overwhelm, fear, and risk start to fade away.

If after reading this you still aren’t sure where to begin, just reach out and we’ll set schedule a brief (free) call to get you moving in the right direction.

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