Built In today announced its new Content Studio platform, which uniquely enables hiring teams to build trusted, “always-on” content – both owned and earned. Content Studio makes it easy to create awareness with high-quality candidates amongst an active community of millions of engaged technology professionals.
Whether employers are seeking to reach candidates in particular geographical locations or nationally, and with certain tech specialties, diverse backgrounds, or specific industry expertise, Built In’s Content Studio helps them with cost-effective content creation to attract and retain the right candidates at the right time.
“Whether you are actively hiring hard-to-fill tech roles, building candidate pipelines for the future or looking to retain your existing team, an ‘always-on’ brand strategy is a must-have, not a nice-to-have,” said Maria Christopoulos Katris, CEO of Built In. “You need to build brand awareness as a tech employer of choice and engage hard-to-find talent continually, so you can hire the best candidates when the time is right.”
Like travel, recruiting may be seasonal but branding is not. Hotels, restaurants, and airlines don’t turn their brand spend on and off even though there are meaningful peaks in their business during high-travel months. It’s the same with talent strategies. Companies won’t recruit evenly and steadily throughout the year, but their brands must remain “always on” so when candidates are ready to make a move, they know who the company is and what makes them special.
“Recruitment has never been more like marketing,” Katris continued. “If you just focus on postings, applications and hires, you’re missing the vast majority – as much as 70% – of the candidate journey. When candidates are looking, you need to be discoverable, with engaging content and resources that highlight your company as a desirable employer. Feeding that content beast is no small feat when budgets and resources are tight, which is what drove us to create Content Studio. Talent and employer brand leaders need to be able to act and work like marketers with much smaller budgets and smaller teams.”
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