What Works in Recruitment Content?

If you’re trying to recruit right now, you’ve probably felt it—posting a job and hoping the right person sees it just isn’t enough anymore. The way people look for jobs has changed, and honestly, the way we present opportunities needs to change with it.

That’s where digital media comes in. And not just having content, but using it intentionally.

Here are some of the biggest questions I hear when it comes to recruitment-focused digital media—and how I think about them.

What kind of digital content actually helps with recruiting?

Short answer: content that feels real.

When I’m helping a company build recruitment content, I’m not focused on making something overly polished or scripted. Candidates want to know what it actually feels like to work with you. That means:

• Day-in-the-life videos
• Employee interviews
• Behind-the-scenes footage
• Real job site or office moments

The goal is to replace uncertainty with clarity. If someone can picture themselves on your team before they even apply, you’re already ahead.

Do I really need video, or will photos and text work?

You can get by with photos and text, but video is what stops the scroll.

Video gives people context faster. It shows personality, environment, and culture in a way that static content just can’t. When someone is casually browsing job opportunities on their phone, a strong video is often the thing that makes them pause and pay attention.

I like to think of video as your first impression and in recruiting, that matters just as much as it does in sales.

Where should I actually use this content?

This is where strategy matters most.

Your recruitment content shouldn’t live in just one place. I always recommend using it across:

• Social media (especially Instagram, Facebook, LinkedIn)
• Your website careers page
• Job postings
• Email outreach or onboarding materials

Consistency is what builds trust. When candidates see the same message and feel across platforms, it reinforces that what you’re showing is genuine.

What makes recruitment content work?

It comes down to one thing: relatability.

The best-performing recruitment content isn’t about listing qualifications—it’s about showing people where they could fit. That means highlighting your team, your values, and even the small moments that make your workplace unique.

I always encourage businesses to focus less on “selling the job” and more on “showing the experience.” The right candidates will connect with that naturally.

Is it worth the investment?

If hiring the right people matters to your business, then yes - absolutely.

Strong digital media doesn’t just help you get more applicants; it helps you get better ones. People who already understand your culture. People who are excited before day one. People who are more likely to stick around.

And in the long run, that saves time, money, and a lot of frustration.

Recruitment today isn’t just about filling roles. It’s about telling your story in a way that attracts the right people.

When I approach digital media for hiring, I’m always asking: Would this make someone want to be part of this team? If the answer is yes, you’re on the right track.

If not, it might be time to rethink how you’re showing up. And we're happy to start pointing you in the right direction!