Content needs to be at the heart of every recruitment firm’s marketing strategy. When produced and utilised correctly it enables your business to generate brand awareness, build relationships with candidates and clients and bring your marketing costs down.
In this blog post, I will outline:
- What content marketing is
- Why recruitment agencies need to be using it
- Four types of content marketing that you should implement into your strategy
What is content marketing?
Content marketing in recruitment is a strategic approach focused on creating and distributing content that is valuable, consistent and relevant to your audience in order to attract, engage and retain candidates and clients.
Instead of simply posting about jobs you are hiring for or the services you offer, you are producing content that educates or adds real value to prospects to help them solve any issues or pain points they may be experiencing.
The importance of content marketing for recruitment agencies
Recruitment firms needs to use a variety of methods and channels if they are to reach prospective candidates and clients with the right content at the right time, from email marketing through to social media.
It is essential that you create personas of your ideal audiences so that you have a clear understanding of their wants, needs and the pain points that they are experiencing, alongside the channels they use to seek out information. This will enable you to produce and share compelling content that resonates with them and saves you time, money and resources as a result.
Once you have produced your personas, you can then collate these insights to create some topics of interest that you can use for your content marketing.
Here are four types of content that you can use to enhance your recruitment marketing activities and acquire new candidates and clients.
1. Blog posts
Blogging is one of the most popular types of content marketing for recruitment businesses as it enables them to demonstrate their knowledge of the sectors they specialise in, provide thought leadership and offer advice to candidates and clients.
Blog posts can be incredibly effective when authored, or ghost-written, by different employees in your company, from the CEO to the heads of division or marketing manager. This enables you to present a diverse range of insights and opinions from across the business.
However, it is incredibly important that you produce blogs on a regular basis – ideally no less than once a week. This will keep visitors returning to the blog section of your website and is also beneficial for search engine optimisation (SEO) purposes as the more frequently you update your site with fresh content the more frequently search engines will stop by to crawl it.
On the subject of SEO, it is important to point out that to rank highly on Google you should produce long-form blogs. Here at BlueSky, we define long-form ‘as a blog or article that has a minimum word count of 800 – 1,000 words’. Producing blogs that are of this length and add value to your target audience are two of the ranking factors that Google’s algorithm looks for when assessing content to display on the search engine.
Infographics are a fantastic way to illustrate detailed information and statistics in a visually engaging format that is easy for readers to digest - and with the human brain able process visuals 60,000 times faster than text it is easy to see why.
While long-form content is important for SEO, not everyone has the time to read a detailed blog post, nor do they want to. Therefore using an infographic can be an effective way of reaching people with the right content. This could be posted separately on social media or added to a blog post as a way to provide additional context. Combining content formats together can drive engagement and provide more ways for your audience to consume your content.
According to data from MIDAS (RAJAR’s audio survey), podcast consumption has witnessed a huge increase with 9.4 million weekly listeners in the UK – an uptick of 45% in the last year. And because of this, many recruitment firms and suppliers (you can listen to ours here) are now producing their own podcasts to capitalise on this growing demand and cover their respective niches.
Podcasts help to humanise brands and give them a voice that candidates and end-hirers can relate to. They also help businesses by providing them with a unique opportunity to present their take on the latest industry trends, offer advice and share insights into their company culture – which can be extremely beneficial for employer of choice messaging when hiring internally.
Video is another form of content marketing that has seen exponential growth in the recruitment industry over the last few years, particularly here in 2020 where social distancing and working from home has led to an increase in videos being produced for social media.
When it comes to video, there is a common misconception that there needs to be a big budget available to either invest in the right equipment and software, or to hire a specialist production company. However, that doesn’t need to be the case.
Talking head videos, where an individual talks directly to the camera of their smartphone or laptop, are an extremely effective and popular method for recruitment professionals to get themselves in front of their audiences on social media. While they may lack the polish that a professionally filmed video possesses, the rawness adds to the authenticity and you can brand the videos up and add subtitles by using speech-to-text software such as Zubtitle.
These are just a few of the many different content marketing ideas that recruitment firms can implement to boost their candidate and client acquisition activities.