3 Content Tips for a Construction Business to Enhance Employer Branding

How can a construction company ensure that it attracts top talent? One strategy is to build a strong employer brand. Employer branding is the cornerstone of a good talent acquisition strategy. Being able to stand out as a desirable organization can help attract high-quality candidates to open positions.

Considering that the demographic of the construction labor market is quickly changing, and millennials and Gen Zs will soon replace previous workforce generations, now is a great time to explore a strong employer branding strategy that caters to their interests and reaches them online. Almost 90% of job seekers consider a company’s employer brand when applying for a job. Moreover, today’s younger generations consider social media and other content distribution platforms like email marketing platforms and video-sharing sites as the ‘window into the company culture,’ much like a sneak peek of what working at the company is like.

When it comes to building an employer branding strategy, creating effective content to reach these audiences is key. Here are three tips to consider to inspire potential job candidates to learn more about a company.

Invest in Video Content

Video content is a great option to attract customers to a company and has a significant impact on digital marketing efforts. However, video content can also be a part of an employer branding strategy to attract top candidates.

Reportedly, employers who invest in video content attain a 34% higher candidate application rate if they incorporate videos in their job postings. Videos offer a more engaging approach to messaging than text, helping to visually represent the company in a way that can resonate with potential employees.

How can companies tailor video content to facilitate employer branding and support recruitment?

If a company currently has a video marketing strategy that promotes its business and biggest construction projects, it can diversify its content by adding videos about the company culture and its recruitment process. This information can show candidates what it is like to work at a company and guide them through every step of the candidate journey, thus attracting applicants who are genuinely interested in joining the company.

For example, Bechtel Corporation uses compelling content on their YouTube channel. There, you can find videos about ethics training that the company offers for the employees as well as videos that define the values that the company stands for.

For companies that decide to produce videos as digital brand content, investing time in writing a script is a critical step in ensuring the video includes all the important information intended. A detailed script provides guidelines for everything that goes into the final video. It can help make sure that the videos incorporate the most important details for potential job candidates, while representing the company message and values accurately.

Video content that promotes an employer helps improve online presence and it creates a great source of engaging information for top-talent candidates to learn more about a construction business.

Build Authority with a Niche Blog

Another way to attract candidates with well-designed employer branding is to invest in high-quality blog content, particularly for a niche blog where specific topics and industry news can be a focal point of the content posted.

A good starting point when creating a niche blog is to develop a list of topics that align with your brand and communication goals. Articles or blog posts can be written internally by a company employee, or the task can be outsourced to freelancers or agencies with experience in writing content for the construction industry.

Many top-talent prospects are interested in companies that express their opinions about the industry and take time to educate others through sharing their expertise. A niche blog can enhance employer branding efforts and help engage job candidates.

Connect Your Content to a Social Cause

To diversify the messaging used for employer branding, consider dedicating a series of social media or blog posts to a social cause that is aligned with the industry or supported by the construction business. Volunteer groups and other local and national organizations are excellent resources to help find social causes that align with company values.

Promoting interest in social issues can strengthen an employer branding strategy and position a company as socially responsible, bolster its image and build its brand. Job seekers that are passionate about socially responsible companies may take this into consideration when choosing their next employer.

Reinforcing employer branding efforts with high-quality online content can create a competitive advantage for a company, and be a powerful strategy to drive attraction, engagement and retention of talent who will thrive at an organization.