Recruitment agency blog content should attract the best possible talent in your chosen sector and industry. Too often though I see recruitment agencies creating the wrong content and failing to use digital marketing effectively. Done right content should attract a high number of quality candidates. In this blog post I am going to outline how.
This blog post is for business owners and leaders who want a better understanding of why they need a consistent blog strategy. If you are a frustrated overworked marketing manager, then maybe ping your boss a link!
If you don’t create content it may harm your business
The problem with recruitment agencies getting their content marketing wrong is that it then becomes a demotivating waste of time and money. Marketing person chasing consultants for content they don’t want to write. Consultants complaining that it is not their job. MD chasing the marketing person because the blog is out of date. Marketing person hating their job because no one is supporting them. MD stressed because they now have frustrated staff and an embarrassingly abandoned blog.
Net result is that everyone decides the blog and content is a painful distraction they could do without. This is so damaging. Not only will your website will be harder to find in search results but your clients and contacts have their heads turned by competitors content. Content can literally be a competitive advantage and it is hard to catch up when you slip behind. If you thought writing one blog was hard, try catching a competitor who has 100.
Your blog is the most influential member of your team
The reality is that your recruitment agency blog content could be attracting high quality candidates 24hrs a day. It should be thought of as of the most powerful networking member of the team. Full of useful knowledge she can make her way into the offices of the best people in your industry and spend time connecting and building a relationship with them. Even finding out if they are interested in hearing about a new job.
Not only that but the most connected person in the World – Mr Google – loves fresh content. And if you want your site to rank prominently around the subjects your audience searches for, then quite simply you will need to create content.
Recruitment consultants talk about not having enough time to write a blog post but what if that blog post was generating them high quality candidate applications for them to follow up each morning when they arrive at their desk? Now that sounds interesting. I urge all my clients to mandate content writing as much as networking or attending industry events.
The wrong kind of recruitment agency blog content
The biggest mistake I see in all kinds of companies is blog content that has little value or consistency. It is these two factors combined which cause the problem. I’m not an advocate of summarising industry events (yawn!) or giving comment where other industry thought leaders will be attracting all the attention, but at least if you are going to do it, then do it on a regular basis so that becomes what you are known for.
Think about what value you can add to your target audience and why they would come to you for that information. I once worked with the UK’s largest sports trophy retailer. They were blogging about football transfer news! Surely their audience would be getting that information elsewhere? And why would Google rank them for that content? I suggested they focus on the subject of winning, team spirit and leadership. Think how this example relates to your business.
The right kind of recruitment agency blog content
To plan the right kind of recruitment agency blog content so that it raises your profile and consistently attracts the best candidates, you need to think about what those people want, and need, to be successful. What are their goals, motives and challenges? Aside from the specifics of your industry any employee will always, in terms of their work, be in one of four places.
- Need job
- Find job
- Get job
- Enjoy job
There are so many topics and themes that can be covered in each of those areas. Think laterally though. A salary survey would fit into Need Job. More importantly it could move someone from ‘Enjoy Job’ into ‘Need Job’, and you would be the first company they would come to about finding one.
The benefits of recruitment agency blog content
You want to give people a reason to find you, trust you and work with you. The end goal might not happen immediately but you are building a relationship and most importantly, a contact.
In the content you are giving something of value. This must benefit the reader but done right it can serve your goals as well. Consider a campaign called “How to be a £60,000 a year Personal Assistant”. It is an aspirational topic that should attract top end PA’s.
In the content series, you can provide insights on skills and what employers are looking for. Both of these would help improve the calibre of people you may end up putting forward for a job. It is a WIN WIN.
The goal of a recruitment agency is then to use its content to move the reader through each stage. This is very different to simply writing any old piece of blog content. It is planning each stage of the process – or journey – so that when you get someone into ‘Get Job’ and they land the job at the interview. Which of course is where the recruitment agency gets paid. This is why the process is so vital. Using marketing automation to segment, track and send appropriate emails people appropriately will help you move people but that is a topic for another blog.
Top 10 reasons for recruitment agencies to blog
- Improve your search rankings – free targeted traffic
- Differentiate from competitors
- Build contact database of industry talent (lead gen)
- Improve the quality and relevance of candidates
- Spot when your existing contacts are considering a new job
- Provide recruitment consultants with a steady stream of top quality candidates
- Helps recruitment consultants work efficiently and effectively
- Build a library of assets that increase value of the business
- Recruiting of top recruitment consultants
- A competitive advantage
Getting results from your recruitment agency blog
Getting content up on your blog regularly is vital. The most important thing to realise is that the knowledge and experience that would make great blog content is in your team. Do not outsource this. You just need a plan to follow and a way to motivate your team to support it.
They do not have to write the final article. Get the rough content off them and then give it to someone skilled to edit, optimise and publish it.
I’ve barely skimmed the benefits of producing consistent recruitment agency blog content but done right the results are worth it. If you want to talk about how myself and Frontier could help you achieve the results you know you deserve then book a Digital Business Power discovery call with me.
I’ve worked in digital marketing since 1999. Spending time in the web, mobile, e-learning and social. In 2007 I ran my first Twitter training course and Frontier has evolved out of that. I cycle to work, adore my children and try to find reasons to laugh as often as possible. My goal is 500 Digital Business Power Mastermind members across the UK and USA, and to complete a triathlon in 150 minutes.