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Content marketing isn’t just for generating leads and converting customers. It can be a powerful human resource tool.

People turn to the internet to research problems and find solutions. They might be looking for the best smart refrigerator or a manufacturing partner to produce a widget or thingamajig.

But, people also go online to research companies when searching for a job or new career opportunity.

Rather than trying to attract sales leads, HR can use content marketing to attract those job seekers and find qualified applicants and new hires.

Pepsico has a Twitter account dedicated to prospective employees and uses it to showcase their brand, their culture and their benefits.

For more about Pepsico and four other companies using HR content, read “5 Companies Creating Purposeful & Engaging HR Content.”

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