Boris, digital nomad and CEO, ESBOImplementing SEO and content strategies tailored to human resources can increase the visibility of your employer brand. This allows you to reach more qualified candidates while also better educating and informing current employees. Here are some tips for leveraging SEO and content to build a powerful HR brand.
Provide Value Through Thought Leadership Content
One of the most effective ways to boost your HR brand with content marketing is to establish your company and HR leaders as industry thought leaders. Provide value to your audience by creating content that offers insights, perspectives, and best practices on timely HR topics.
For example, provide tips for virtual onboarding, remote performance management, or leading dispersed teams. Share insights from HR conferences and trends you're observing. Interview HR professionals at other companies to highlight various approaches.
This thought leadership content demonstrates that your HR team has their finger on the pulse of the latest trends and can provide valuable knowledge to readers. Positioning HR leaders as experts raises the brand profile.
Optimise Content for Relevant Keywords
To maximize reach for your HR thought leadership content, the pieces should be optimised for keywords that your target audiences are searching. Conduct keyword research using tools like Google Keyword Planner and search trends data to identify terms related to HR topics.
For example, target keywords like "virtual onboarding," "remote work productivity," or "HR conference 2024 trends" rather than broad terms. Optimizing content for specific keyword phrases that candidates and employees are searching for will drive more relevant organic traffic to your articles. HR thought leadership content optimized for keywords has a greater chance of ranking on the first page of search engines, expanding the audience for your brand messaging.
Answer Common Candidate and Employee Questions
In addition to thought leadership content, HR brands should also provide helpful information for common questions from candidates and employees. This content provides value and builds brand affinity.
For example, create content answering candidate FAQs about your recruitment and hiring processes, company culture, benefits, work schedules, and dress code. Share insights into your onboarding and training programs.
For employees, provide content answering common questions about policies, operations, training, certifications, continuing education, conflict resolution, career paths, parental leave, self-service HR platforms, and more.
Optimizing this informational content for keywords like "company name benefits" or "how to file harassment complaints" can directly answer employee questions while strengthening your brand's reputation.
Promote Your Brand as an Employer of Choice
A strong HR brand attracts and retains top talent by promoting the organisation as an employer of choice. Develop content highlighting why your company is a great place to work and build a career. Showcase your benefits, training programs, diversity and inclusion initiatives, career advancement opportunities, leadership development, mentoring programs, and other differentiators. Use images and videos to give an inside look at company culture and work environment.
Optimising this content with keywords like "best places to work in [city]" and "top tech companies with remote work" helps your brand content appear when professionals are researching employers. Promoting your strengths as an employer builds brand awareness.
Address Diversity, Equity and Inclusion
With a heightened focus on diversity, equity and inclusion (DEI) in today's world, your HR brand needs to demonstrate commitment in this area. Produce content that details DEI programs and initiatives at your company.
Implementing SEO and content marketing strategies tailored specifically to human resources allows organizations to shape and spread their employer brand.
Promote HR Certifications and Continuing Education
Professional development is important for today's workforce. Demonstrate your commitment to upskilling your HR team by showcasing HR certifications, accreditations, and continuing education. For example, highlight HR pros who have recently earned Master of HR Management online degrees or SPHR/SHRM-SCP certifications, or share top learnings from a recent HR conference.
Promoting growth opportunities makes your HR team seem more advanced. Use alt text and HTML tags with descriptors like 'HR certification' and 'continuing education' to optimize this content, helping it appear in more HR-related searches.
Measure Results and Adjust
Once you begin building your HR brand with optimised content across platforms like your careers site and LinkedIn, measure its performance and refine it based on the results. Track metrics like content engagement, conversions, Google Analytics traffic, and SEMrush keyword rankings. Double down on content that performs well. Identify underperforming areas that may require revised targeting. Continually optimize to grow your HR brand over time.
Implementing SEO and content marketing strategies tailored specifically to human resources allows organisations to shape and spread their employer brand. Providing value through thoughtful HR content while optimising for relevant keywords will expand your brand reach. Use these tips to strengthen your HR brand presence online.
Author : Boris is a digital nomad and CEO of ESBO, is a notable contributor to various media outlets, and has been featured in Forbes, showcasing his innovative approach to the ever-evolving digital landscape.
