I’m working with AI tech startups (e.g. interview technology, AI screening, etc.); top four job boards; two of the top employer-branding agencies; a top-ranked ATS; a top-ranked global RPO, and am otherwise looking at dozens of other talent-technology companies’ marketing weekly. Some quick thoughts on what I’m seeing and what can improve.
Use scenarios, not just metrics. Yes, you reduce the time it takes to fill a job 847% and the speed of hire by a factor of 7, and that’s good. But the ads that are popping up on our personal social-media feeds tend to lay out scenarios (a bit different from case studies): Your daughter got home and she no longer wanted the multi-colored popsicle she has every Monday. Your dog is waking up in the middle of the night itching. Your husband or wife watches too much TV. Every time you step on the scale, you’ve gained weight, but you don’t know why. If you can, use real-life scenarios that go beyond “Acme streamlined hiring.” Put yourself in the shoes of the actual human who works for the prospective customer.
De-buzzwordify. A lot of HR/TA/edtech/learning/etc. companies sound the same; you can’t tell how they’re different and what they do. Their websites, their headings, their navigation categories — they’re the same as the next company. Sometimes that’s OK, because it helps readers find where they’re going. Other times it’s boring. Chances are good if you’re saying things like “A strategic approach” (I’d rather say “Be way smarter when you work into the CEO’s office”) and “get into alignment,” someone else is too, and the words are losing their oomph.
People. They’re missing. Stories of customer success at the companies you serve are good. But also tell readers how you helped a CHRO, a CEO, a recruiter, HR professional, CLO, and so on. Don’t forget the human element: I once had success with a composite, but if you can, use real people. A lot of B2B companies have sections about “what customers are saying,” but they don’t feature any customers actually saying something. There are just various claims about customers saving time and money. If you can, record a video of a human who works for a customer.
Don’t forget the really missing people. What’s most missing are the real-life employees and job seekers. Tell stories about individuals who got a new or better job. See if you can get a video with an actual human who got a gig, mentor, skill, class, raise, better work day, and so on, because of your technology.
Images. Even if you don’t have a ton of money, you may be able to do a photo shoot of an office, warehouse, store, factory, or other workplace. Getting away from those stock-image people who some of us have seen so many times we’re sure they had Thanksgiving with us may help you stand out more than any words do.
Thought leadership and “branding” content. Those words drive me crazy because they never seem to mean what they’re supposed to mean. Bottom line: if you are creating content that’s about the challenges of your prospective customers, it probably shouldn’t be about you, because you’re hopefully the answer and not the challenge. If you’re not sure what’s on their minds, ask them. At Eightfold, in 2020, back when everyone was locked down and starting to grow beards, we had this issue, and decided I’d make a series of open-ended videos asking talent leaders what’s on their minds. I talked about whatever the HR leader wanted to talk about, which often is what their peers want to hear, and forward, and like, and share.
Rethink the blog. Some blogs have become sections for descriptions of product updates. Product information is good, but might go better in a section called “Find Out About Our Product.” If you want people to read the blog, subscribe to the blog, comment on the blog, like the blog, and share the blog, it should probably be more of a blog.
Mix it up. Bret Starr has talked about this, too, but not every webinar has to be 60 minutes, has to involve reminding people they’ll get the recording, asking them for the local weather report, and so on. Make webinars less than an hour if you wish. When it’s over, it’s over; you don’t need to get all nervous and try to fill time, or rush to get done at a certain time. Heck, why not have questions at the beginning and end, to see what kinds of things are on people’s minds? Vary the formula.
Consider an accessibility assistant. Many HR tech companies talk about accessibility, so it makes sense to do it yourself. Example on the bottom right of Findem.
Use your data. Many talent-technology companies are loaded with interesting and valuable data that can be used to generate regular data-insights reports. A few are doing this, and others can, too.