What’s The Best Type of Content for Candidates? 

What's The Best Type of Content for Candidates?

Table of Contents

  • Jane
  • March 31, 2023

From cleverly planned topics to creatively written paragraphs, blogging can reel in readers from all walks of life. It’s the type of content you can use organically to show potential candidates the uniqueness of your brand. Blogs are also great for informing and establishing your authority within your field of expertise.

According to a study made in 2022, businesses that use blogs receive 55 percent more web traffic than those that don’t. Does this mean you should focus solely on the curation of blogs and ignore other types of content? Definitely not!

What exactly should you consider when choosing the type of content to publish? Simple–your target audience.

Know Your Candidates 

Audience understanding is the key to determining the best content type for potential candidates. Job seekers are looking for more than just a source of payment. They are searching for organizations that understand them and help them grow as professionals. So, lacking knowledge about your candidates is a mistake that firms should leave in the past.

But what exactly are we trying to learn about them?

According to psychological studies, the human mind has three components: cognition, affect, and conation. These components are responsible for what we think, feel, and do.



Cognition refers to what your candidates think. It is their process of understanding and retrieving information, generally guided by questions of “what.” These questions also vary based on the different stages of their journey.

For example, if a candidate is looking for a business to apply for, they might ask, “What company would be the best fit for my values and goals?” or “What company can help me grow?”

These questions can change after proceeding to the next step. So, candidates might eventually ask, “Is this the right job for me?”



This mind component refers to what your candidates feel during specific points of their journey. It includes their feelings, emotions, interpretations, and perceptions about their experiences.

For example, how did they feel during the interview? Are they excited to learn more about the company culture? Do they feel nervous about the stated responsibilities? Do they feel confident that they can meet the expectations you’ve set?



Conation refers to what your candidates are motivated to do. These actions are based on what they think and feel during the stages of employment.

For instance, if your candidates agree with your vision and admire your values, they will be motivated to apply and undergo the hiring process. On the other hand, a candidate who feels insecure about his skills and uncertain about the company may be motivated to do more research. He may also opt to withdraw his application altogether.


Once you know what your candidates think, feel, and do, you can curate the most suitable content for them. Remember, the more you understand your candidates, the better content you can offer.

Below are some of the best types of content you can publish to meet the needs of your candidates (aside from our favorite blogs, of course).


1. Social Media

In the age of information technology, people prefer data that are easily accessible. So, they are often on their phones even when looking for the newest job opportunities. This makes social media platforms one of the best media to connect with your potential candidates.

Nearly 40 million people weekly search for job openings on platforms like LinkedIn, proving that you can reach more people using such types of social apps.

You can also use other platforms more focused on engagement, such as Facebook, Instagram, and Twitter, to advertise available roles and your company’s branding.

Remember the three components of the mind? Since research already states what candidates tend to do online, think about what they might think or feel and post accordingly.


2. Email Newsletter

Have you ever thought of sending important news or updates about your company to potential candidates every now and then? If yes, then an email newsletter is the type of content you need.

Even with the emergence of new forms of media, conventional strategies, such as email newsletters, can still be the best content you can offer your candidates in certain circumstances.

For example, you want to share lengthy information regarding your company with specific candidates. Although blogs are better at informing people, publishing one doesn’t assure you that the candidates will see it. So, with this intent, sending an email newsletter is the way to go.

Newsletters can also give your candidates a broader perspective about your company. This is ideal for those looking for in-depth details or still unsure about the job. Emails can also help them understand your branding better, which can lead to positive thoughts, feelings, and actions from them.


3. Videos

Seventy-five percent of people say that the visuals of a job posting can influence their decision to apply. Aside from font and color schemes, people also look for videos they can watch about their company of interest.

According to research, videos online generate more interaction when compared to simple texts or images. Job posts with recruitment videos also have higher application rates than those without. We can safely assume that people, including your candidates, love watching videos, especially when they give the information or the entertainment they seek.

Since people tend to share the videos they like, adding these to your job postings can help you reach a bigger audience. The bigger the audience, the higher your chances of meeting potential clients.

Videos are also ideal for individuals with shorter attention spans or looking for quick but thorough information sources. Various aspects that candidates are interested in can also be included in the clips (e.g., what the office looks like, and what the culture is like).


4. Infographics

This type of content can give an understandable overview of a particular topic through visual representation. The target audience for this is candidates who prefer learning quickly about the job they’re interested in.

Visuals are almost always the first thing the audience reacts to. Additionally, mental images stay longer in the brain than texts or audio. This makes infographics perfect when you want to ensure that your candidates remember certain information.

Infographics can be used to inform candidates searching for more details, emphasize vital points about the job, and reinforce the memory of important facts. It can also prevent candidates from being overloaded with facts and details.


5. Surveys and Polls

If you want feedback regarding your hiring process, surveys and polls are the contents you must produce. They allow your candidates to share their opinions and guide you in improving your employment process.

Asking candidates to answer polls and surveys after multiple stages in their journey is essential for both parties involved.

For employers like you, feedback can be used to re-analyze and reexamine your recruiting strategies. You can develop your hiring process with the help of detailed and honest responses from previous and current candidates.

On the other hand, candidates who answer this type of content could feel heard and valued by the company or business. This could lead to continued support even if they are not chosen. It could also push them to share about your company to other people.


At the end of the day, your content creation always needs to be centered on who your target audience is and what they need at the moment. Simply knowing your candidates is not enough. Understanding their thoughts, feelings, and actions is also necessary to choose the best content type for maximum efficiency and effectiveness.



We are a full-stack marketing agency dedicated to helping firms like yours meet their goals through effective strategies and carefully curated content. Allow Allied Insight to anticipate what you and your candidates need. Contact us today!





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