Recruitment Marketing: Don’t forget the Snacks - Sometimes Less is More.
A dear friend, who is also a published author, would tell me on a weekly basis, “It’s easier to write a novel than a postcard.” Sounds strange, I know, until you try to write a really good short piece. As we know novels are long, short stories are… well, short. But in today’s information overload world, and to keep readers interested, we need to sail away from the shore and explore some ‘snackable’ content.
Despite these cogent thoughts, when I sit down to write a new piece, I find myself more apprehensive about the idea of writing a blog post than embarking on a new eBook or white paper. A white paper doesn’t rush me; it gives me the time and room to feel out the story. But blog posts are like a message in a bottle. They are a world’s worth of adventure wrapped up in a few paragraphs. Either they can adequately tell the lucky finder where to discover said adventures, or all meaning and purpose can be washed away, lost to the waves. What we need to remember when creating short, delicious, snackable marketing content is ‘Simplicity’. And luckily for this post, the sages of the ages have 3 key thoughts on marketing simplicity that we can borrow and build on.
What is Snackable Content?
For recruitment marketing think of snackable content as an easily digestible piece of information meant to capture a job seeker’s attention. They are bite size nuggets of content that can be quickly consumed, understood and shared. For example, a landing page or campaign consisting of an image with some short content would be considered ‘snackable’.
Why the Need for Snackable Content?
Let’s face it, busy job seekers simply don’t have time to read a 12-page article or even an 800-word white paper. At the same time, with our attention span at about 8 seconds for online content, the amount of content is increasing and drowning readers and curators more every day. With a breadth of choice literally available at one’s fingertips, today’s time-constrained job seekers demand the results to their searches on the fly, and can decide to stay or leave a webpage within 5 seconds.
What types of Snacks should you be Serving?
You’re running from a meeting or dashing out for a quick bite, there’s no time for a real meal. What you (and your potential readers) need is a snack: something to hold you over that’s appetizing, sufficient, and won’t take more than a few minutes, or even seconds, to eat.
Here are some thoughts to consider when developing and deploying snackable content, wherever it must be understood, consumed, remembered and shared.
- Give Your Snacks to the Right Audience
Snackable content is most valuable when geared towards the mobile job seeker. This is the job seeker who wants something quick and easy to understand, and–make it delicious and engaging. This means you should be feeding your audience content that is attention-grabbing, visual, and emotive - Videos, Instagram, Vine, and Snapchats, for instance—are perfect examples of snackable content. They’re easily viewable on any device and motivates job seekers and passive readers to share, especially if there’s an element of surprise. One last thing, your snackable content should always be mobile optimized.
- Make Your Snacks Edible
Since local experiences reflect what readers are eager to receive, it must be designed, developed, and blended according to local standards and practices. As always, content effectiveness remains founded on how efficiently you engage with your audiences linguistically, culturally, and functionally. Consistency and relevance are also your best allies when grabbing the attention of global customers to keep them well fed.
- Make Your Snacks Shareable
Remember when we were 5 and all learned about sharing? Well, getting the balance right between length and depth is the name of the game when it comes to qualifying your snackable content as sticky and shareable. Experience tells us that digital readers will share content they trust and remember – so keep it short and sweet!
- Keep Your Snacks Interesting
Consistency and relevance are your best allies when creating snacks, but don’t forget to also keep them interesting – as no one wants a boring snack. Keep readers interested with new themes and platforms such as video or imagery. Best advice - don’t be boring!
Coming full circle with my author friend’s stories, she would also say it’s ok to eat dessert first sometimes, as it makes the meal more interesting. This is also great advice for your snackable content - always think differently and don’t be afraid to mix it up! Snack away!