Leaders in Talent Acquisition, Employer Branding, and Recruitment Marketing are incredibly resourceful and creative. Despite having experienced budget cuts and decreases in headcount in recent years, they’ve found innovative ways to stretch resources and achieve ambitious goals. Teams have leveraged AI-driven tools to enhance candidate engagement and formed strategic partnerships to amplify their reach. They’ve also gotten exceptionally creative in repurposing content.
According to Cliquify’s 2025 Report on Employer Brand Priorities and Budgets, 71% of survey respondents planned to keep their budget the same as 2024, while only 13% planned to increase their budgets. Faced with such limited resources, teams are repurposing the assets they already possess. Each piece of content, whether a webinar, blog post, or employee testimonial, has inherent value that can be leveraged to maximize its impact. Rather than treating each asset as a standalone piece, consider reshaping, reformatting, and strategically deploying these assets to achieve your objectives.
A thoughtful approach to repurposing is key to creating “new” content that is relevant and impactful. Consider your audience’s preferences on each platform—what works in one format may need adaptation to resonate elsewhere. Keep messaging fresh by updating any outdated details and tailoring the tone to fit the channel or medium where the content will appear.
Here are a few examples of assets you may already have at your disposal that you can repurpose in the year ahead.
1. Webinars and videos
Transforming a webinar or a premium video into different formats—such as bite-sized social clips, infographics, or podcasts—allows you to reach a broader audience. These condensed versions can be shared across different platforms and capture the attention of diverse audiences, who are interested in the stories you’re sharing.
2025 will be about meeting candidates where they are by tailoring content to their preferred platforms and formats, whether that means creating engaging TikTok videos for next-gen talent, sharing thought leadership pieces on LinkedIn for industry professionals, or delivering insightful podcast episodes for passive job seekers looking to learn more about your organization.
2. Blog posts and articles
Repurposing blog posts and articles can help build your content calendar. Not only can you update and republish existing content, but you can also extract key points to create visually appealing and shareable social posts that will drive traffic back to your careers page.
Updating and republishing older content extends its lifespan and keeps it relevant and optimized for search engines, which can boost your visibility. Extracting key points to create visually appealing and shareable social posts offers another layer of benefits—it allows you to engage audiences on platforms where they spend the most time and drives traffic back to your careers page. This approach saves time, reduces the need for constant content creation from scratch, and ensures consistent messaging across your digital channels.
3. Employee testimonials and reviews
Employee testimonials and reviews posted on sites like Fairygodboss, The Muse, and Glassdoor humanize your brand and provide a unique and authentic perspective. Reviews are a great way to find and share employee stories and feedback on your talent acquisition channels including career sites, job board profiles, job descriptions, and even social channels. You can transform these testimonials into visually appealing graphics for social media and incorporate them into your recruitment marking strategy.
4. Current partnership assets
Do your current employer brand and recruitment marketing partners have any free assets for you to leverage? At The Muse and Fairygodboss, we provide partnership toolkits to all of our clients. These toolkits contain a collection of free and customizable collateral that our clients can use to showcase their employer value propositions and promote their commitment to advancing equity and hiring more women. These premade assets are designed to help remind your community of your dedication to these important goals—and they can be repurposed year after year.
By unlocking the potential of existing content, you can create dynamic, cost-effective, and impactful campaigns that resonate with your target audience. So, dust off those webinars, revisit those blog posts, and let the power of repurposing elevate your recruitment marketing strategies.