--- title: What Will I Be? description: Email lists and quality content are the cornerstones of an effective marketing program. Social media and branding are great, but… --- [![Travis Scott for City Council](https://travislscott.com/hubfs/Travis%202023%20Campaign/Logos/ts-city-council-logo.png)](https://travislscott.com) - [About](https://travislscott.com/about-travis-scott) - [Blog](https://travislscott.com/blog) - [My Campaign](https://travislscott.com/my-campaign) - [Endorsements](https://travislscott.com/endorsements) - [Merch and Swag](https://travislscott.com/merch-and-swag) - [Contact Me](https://travislscott.com/contact-me) [DONATE](https://givebutter.com/travis4LL) Recruitment Marketing # What Will I Be? Email lists and quality content are the cornerstones of an effective marketing program. Social media and branding are great, but… [Travis L. Scott](https://travislscott.com/blog/author/travis-l-scott) Aug 5, 2020 --- ![k8-r87zX1RWECQ-unsplash](https://travislscott.com/hs-fs/hubfs/Imported_Blog_Media/k8-r87zX1RWECQ-unsplash-2400x1300.jpg?width=688&height=373&name=k8-r87zX1RWECQ-unsplash-2400x1300.jpg "k8-r87zX1RWECQ-unsplash") Email lists and quality content are the cornerstones of an effective marketing program. Social media and branding are great, but you aren’t in control of who sees your message and when. It’s the brand equivalent of spray and pray, which may be why employer branding is more prevalent than recruitment marketing. It translates more closely to the way recruiters have been acting all of these years. Sure, you can try to put your message in a place where your audience spends time, but it’s predicated on hope more than skill. It’s mostly pay-to-play and algorithms that no one fully understands other than the people creating them. It’s all assumption. Too often, it’s assumed if you just keep showing up in someone’s social feed with pictures of your 3pm Friday keggers and cool Halloween parties, people will jump the next time you post a job. I see that and want no part of University 2.0. What I want to see is the work that is being done. How the people at the company – from leadership to potential peers – think about problems and the industry. Most of all, I want to know what I’ll *be* when I get there. Chances are you’ll hire me to *do* almost exactly what I’m doing now. That’s how hiring works (and is part of why it’s broken). Will I *be* successful? Will I *be* challenged? Will I *be* heard Will I *be* valuable? Will I *be* appropriately compensated for the value I provide? Will I *be* respected? Will I *be* included? Don’t get me wrong, people are interested in what they’ll do, but they want to know more. It’s the intangibles that make working at your company different than another, especially if I can *do* the same thing at both places. But for some reason, the messaging you hear coming from hiring teams and companies are all about the *doing*. That’s why your content and engagement strategy have to be good. You can’t continue with the status quo. You need to understand why someone would be interested in your company. Sometimes it’s irrational and based on emotion, but marketing is deeply involved in emotion and the way people feel. Someone’s reason for wanting to work at a company may be different than why we would work there. Stop focusing so much on telling *your* story and try to connect with the story they want to write but haven’t written yet. --- Photo by [K8](https://unsplash.com/@k8_iv?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText) on [Unsplash](https://unsplash.com/s/photos/eyeglasses?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText) [Recruitment Marketing](https://travislscott.com/blog/tag/recruitment-marketing) [Hiring](https://travislscott.com/blog/tag/hiring) ## Similar posts Recruitment Marketing ### [They Want to Hear From You](https://travislscott.com/blog/they-want-to-hear-from-you) According to SmashFly’s 2020 Recruitment Marketing Benchmark Report, only 43% of the employers interviewed have a “talent network,” and of… Travis L. Scott Aug 25, 2020 Recruitment Marketing ### [What If…?](https://travislscott.com/blog/what-if) What if you could develop a part of your recruitment program that lowered your time to hire? What if you… Travis L. Scott Aug 25, 2020 Recruitment Marketing ### [Email Marketing: Overlooked and Still Effective](https://travislscott.com/blog/email-marketing-overlooked-and-still-effective) My morning run was spent thinking about what was the most significant need organizations have when it comes to recruitment… Travis L. Scott Aug 19, 2020 ### Get notified on new marketing insights Be the first to know about new B2B SaaS Marketing insights to build or refine your marketing function with the tools and knowledge of today’s industry. [![Logo (6)](https://travislscott.com/hubfs/Travis%202023%20Campaign/Logos/Logo%20(6).png)](https://travislscott.com) P.O Box 402. Liberty Lake, Washington 99019 - [About](https://travislscott.com/about-travis-scott) - [My Campaign](https://travislscott.com/my-campaign) - [Donate](https://givebutter.com/travis4LL) - [Phone: (509) 712-2221](tel:5097122221) - [travis@travislscott.com](mailto:%20travis@travislscott.com) Copyright © 2023 Travis L. 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