​Employees themselves can be an excellent source of recruitment-marketing content, says consultant Katrina Kibben.

“There’s a lot you could share from every department in your company that would be super-interesting to your hiring demographic,” she says. “You wouldn’t be giving away trade secrets, and you’d attract a whole lot of people.”

Candidates want to be “enchanted” with the idea of working on a particular team, says Kibben. This can be addressed via short questionnaires filled out by employees, such as “I’m excited to come to work every morning because of ‘fill-in-the-blank,’ ” she says.

“Videos, blog posts and social media posts that profile company leaders, or show what a day in the life at the company is like, can be used as a starting point to build engagement with your talent network,” says Michelle Armer, chief people officer at CareerBuilder.

Candidates are especially interested in information that’s useful, says Kibben. This can include emails offering helpful tips on preparing for an interview, she says.