Classically, these are the core purposes of what content can do. It can educate, inform, entertain and inspire (sometimes short-handed as EEII). These goals are not mutually exclusive, but they further tighten the writer’s focus to content that leads to action.
Where these goals help is to help remind the writer to focus on the reader and not the organization about which they are writing. Companies are the worst kind of narcissists, with huge teams of people devoted to taking any line of information or inquiry and turning it back to the company’s perspective.
Think of all the articles written about how company X won this award or that award. This is corporate ego, speaking very little to the prospect. If the goal for highlighting these awards is to make the prospect feel like their work at this company will likely win awards, this is inspirational content, a different beast that your standard “we won the XYZ award” press release on most career sites.
If you have job titles that are obscure or unusual, you need to build content that informs the reader about the job and educates them about what that role might entail. Otherwise, prospects might not know if your Marketing Manager reports to the CMO and requires years of expertise or if its an entry-level role.
Finally, content can entertain. Not that you would guess that from most career sites. I’ve always found it interesting that brands spend big money for art (stock or custom) in which employees (or models) are smiling, but the copy reads like dour washing machine instructions.
Sure, perhaps your brand isn’t very funny, and perhaps you pride your brand on its button-down attitudes (see Brand Considerations). But those companies are few and far between. Do you have office happy hours? Do you have a staff outing (and does it resemble something closer to “fun” than an “all-hands meeting?”)? Have you heard the occasional chuckle down the hall during a brainstorming session? Then maybe your career site should reflect that level of humor. It can be done without calling the attention of the lawyers and corporate fun police.