The one common factor in any marketing is relating to the target audience. A subject matter that the consumer can relate to while answering the needs of those customers is the key to people buying into whatever you are selling. A recent Human resources project I am working on leaned on this approach. Our company is young and fast growing which can also lead to assumptions of volatility to the candidate considering joining the company. Create a very human easy to relate feeling that spins this issue as opportunity and not risk is the goal.
Dispelling the negative sentiments through content and imagery is the first step in getting your content really heard.