As the competition for high-end talents gradually intensifies, HR needs to design special recruitment and marketing strategies for high-end talents in order to obtain more high-quality talent resources. For example, they need to jump out of the recruitment cycle, invite all kinds of suitable high-quality talents to join the talent community, and establish a long-term and close relationship with them, so that these talents can find job opportunities in the future. Send your resume to your company as soon as possible.

In the previous talent community walkthrough, we mentioned that good content can attract talents to join the community, deepen the interest of new members in the enterprise, and maintain the activity of old members. However, after many HR build talent community, it is not clear what kind of content can effectively catch the eye of talent, today we will take stock, how should the content operation of talent community be done?

Before establishing a long-term relationship, you need to give the talent a preliminary understanding of the company to increase the talent's trust in the company. For example, you can add a short article, picture or video about the company in the header section of the Talent community page, or in the welcome letter of the talent community. The content does not need to be long, but simply and briefly conveys the advantages and culture of the company to help the company leave a good first impression in the minds of talents.

In addition, when sending a welcome letter to a new member, you can design some personalized words to make the candidate feel that the company is sincere invitation, rather than receiving the same marketing email.

Having successfully broken the ice, companies that want to deepen their relationships with talent need to make them aware of the value that can be gained through the talent community. Therefore, HR can serve as an information source and output a series of valuable content to stimulate talents' interest in the enterprise. The following contents are for reference:

· Industry information: What are the new policies/trends in the industry; Whether competing products have new products/technologies launched online; In-depth industry research or white paper; The company's insight into the future trend of the industry;

· Corporate dynamics: whether the company has a new round of financing recently; Whether there is media coverage of the company; Or there is an authority to award the enterprise certification; What new products/technologies the company has recently released; You can even send some coupons for in-company purchases to members;

· Voice of employees: convey corporate culture, employee benefits or work content in multiple dimensions through employee self-statements or third-party interviews, and sort out a good employer brand image;

To truly turn talent community members into a recruiting pool, HR needs to build long-term relationships with them, not just send out an invitation email when a job opens up. Here are some types of content you can use to connect with talent:

· Event invitation: When the company holds various activities such as presentations/live broadcasts /openday/ events, you can invite talents to participate in them, which not only increases the participation of the event, but also provides the opportunity for community members to have close contact with the company

· Holiday blessings: When sending holiday blessings, enterprises can combine the holiday hot spots to do marketing, such as designing exclusive holiday posters or greeting cards, adding talent information on them to do personalized operation;

Birthday wishes: you can set up regular birthday wishes email, and even prepare a birthday gift, so that talents feel the exclusive care from the enterprise;

· Recent situation greeting: Ask the talent if there is any change in his/her career recently and whether there is any adjustment in his/her future career plan. HR can adjust the label and positioning of the talent according to their reply, so as to optimize the subsequent operation strategy.

When you're ready to direct members of your talent community into the hiring funnel, in addition to inviting them to update their resumes, you can also send them the following to boost their interest:

· Job openings: You can recommend suitable positions for talents according to their skills and interests, so that they can send targeted resumes, which will also save HR time in screening resumes;

· Recruitment preheating: When the enterprise is ready to carry out school recruitment or other large-scale recruitment projects, HR can release recruitment information to the community members in advance, and remind them that this is the exclusive privilege of the talent community -- to know the recruitment dynamics of the enterprise in advance, so as to give members a unique sense of honor;

· Interview skills: If the company is recruiting more complex positions, or there are more interview rounds, HR can prepare some interview skills for community members to reduce their discomfort with the lengthy interview process;

· Internal promotion activities: Even if some members of the community may not match the positions that the company is currently recruiting, the company can invite them to join the ranks of internal promotion, tap the industry contacts around the members, and further expand the source of talent channels.

The above is the basic skills of talent community operation. If you want to further improve the operation effect of talent community, you can try the following methods:

· Refined classification: Each member has different preferences for content. Enterprises can first classify community members according to the attributes and skills of talents, and adopt targeted content operation strategies, such as pushing more science and technology weekly and technical forum invitations to technical talents, so as to achieve personalized operation with thousands of faces.

· Regular maintenance: Whether it is the content update of the talent community page or the interactive email with the candidate, the enterprise needs to plan the frequency of content release, rather than three days of fishing and two days of drying the net, resulting in the gradual decline in the activity of the talent community, and then it is difficult to activate the talent.

· Cooperate with the hiring department: Compared with HR, the hiring department often knows more about the content preferences of target talents and can produce more professional content.

· Analysis: Does your content operation match the talent's appetite? You can analyze the appeal of the content from the point of view of the open rate of the content, the response rate of the email, etc. If the data is not good, is the title not attractive enough or the subject line is not interesting enough? This will inform your content strategy in the future.

Talent community content operation is not a thing that can see the results overnight, it is more like a gradual impact on the members of the community, the enterprise needs to have enough patience, in order to cultivate a very loyal community users, in the future when the enterprise is in urgent need of key talents for the first time to fill the vacancy, I hope this article can enlighten everyone.