Long-form or short-form EB content? Why not both!

I have a confession. Chocolate is what brought me to Employer Branding Australia.

Tim Tams, in fact. This iconic Aussie treat is not even my favourite biscuit (although, I do reckon the double coat satisfies those chocolate cravings in a way the original single coat can’t).

But as I scrolled Employer Branding Australia’s job ad, what stuck out to me initially was the promise of a Tim Tam bounty. A small detail that gave a nice glimpse into the team culture (e.g. we’re all chocoholics) and compelled me to learn more about this organisation, its people and its impact.

So, I jumped onto the Employer Branding Australia website. I read just about every piece of content published there. I watched the videos. I checked out and followed the LinkedIn page. And I liked what I saw - so, I applied.

Now, if I had read that intriguing nugget about Tim Tams but didn’t find anything other than funny tidbits and memes on Employer Branding Australia’s website and social media, I wouldn’t have applied. I wouldn’t have gained a genuine insight into Employer Branding Australia’s work and culture - something most of us need before we decide to devote our time and energy to applying for a role.

Thankfully, Employer Branding Australia had created lots of meaty stuff to read. Thoughtful stories, articles and posts that made me picture myself in a role here and want to apply.

In a world of memes, Insta and TikTok, when so much of our days are spent mindlessly scrolling, it’s easy to assume that longer-form content is a dying art. Who has time to read a story of 500-plus words when there are so many attention-grabbing, easily digestible offerings to consume?

Well, in the words of a well-known Mexican food TV commercial, “Why not both?!”

Long-form stories, articles and posts are just as important as they’ve ever been - especially when it comes to shaping and sharing your employer brand and attracting the right talent. Here’s why.

1. They tell a meaningful story.

Long-form content enables you to really delve into your people’s stories - their career journeys, achievements and challenges, and what motivates them to do what they do with you. This gives people a meaningful insight into what it’s like at your organisation and inspires the right candidates to apply for a role with you. It also generates pride, respect and belonging amongst your existing people.

2. They’re versatile.

Long-form stories can be repurposed into high-impact snippets for social media posts. You can sprinkle quotes from your long-form content in your internal and external communications. They’re also evergreen - you can share links to your long-form stories again and again, so you don’t always have to be creating new content.

3. They build trust.

Long-form content - such as articles and blog posts - give you the space to showcase your expertise. By deeply exploring topics and sharing your valuable knowledge and insights, you enhance your reputation in your industry and gain the trust of potential candidates and clients.

4. You can still be creative - in fact, it’s critical.

Quality counts. If your writing is generic and unimaginative, it’s not going to work - whether you’re creating long-form or short-form content. Longer stories and posts must hook people’s interest and compel them to keep reading. So, make sure your content is crafted by people who know how to write excellent content. Get creative by incorporating different elements into your written stories and articles - video, moving images, pull-out quotes and audio.

Remember, it’s not short-form versus long-form content. It’s both.

Longer stories complement the shorter ones, and vice versa. As long as the content is interesting, authentic and adds value to your audience, they’ll keep reading. And you'll achieve the results you’re looking for: a stronger employer brand, better hires, and a workforce that’s inspired, engaged and with you for the long run.

About the Author.

Lauren Forcey is an experienced writer and content specialist with a passion for creativity and authentic expression. With many years of journalism under her belt, she also ran her own writing and editing business, before joining Employer Branding Australia in 2021. 

A natural listener and curious observer, Lauren uses the power of authentic storytelling to elevate and celebrate our client’s teams, cultures and values. 

Lauren’s also a mum, a wife and a lover of regional Australia. Outside of work, you’ll find her running stupidly long distances or eating snacks, often at the same time.