• RECRUITMENT MARKETING STRATEGIES

5 Ways That Recruiters Can Utterly Fail in Creating Content

Jeanine Gordon, Content Strategist & Managing Editor, Article-Writing.co

Posted On: April 06, 2018
It’s great that your recruiting agency publishes a blog. Or has an email newsletter, a Twitter account, or puts out any other kind of content that is meant to engage with your target audience. Just showing up is a sign that you’re savvy enough to recognize that content marketing should be somewhere on the priority list for your firm. However, simply having a blog isn’t enough… you have to do it right. If you don’t implement recruitment marketing strategies, you’re selling your company short on the many benefits that come from blogging or using social media.
Part of understanding what’s right, is to know what’s wrong. When you can identify the most common mistakes that other recruiting agencies make when creating content, you can take advantage of that information and make sure you do everything in your power to ensure that you do the opposite. Let’s learn about the five ways that recruiters can utterly fail with their content marketing:

1. Being Pushy

This is a big no-no that extends across every industry, and recruiters are part of the pack. Shoving your products or services down people’s throats never works. In fact, the only real thing it accomplishes is making your firm look annoying and putting candidates and clients off. Just a guess, but that’s probably not what you’re looking for. Being a pushy salesman, whether on the used car lot or as a recruiter, immediately gets peoples’ back up. It’s the reason why people will unfollow your firm on Twitter and bounce away from your blog, never to return. So, if you’re not eagerly getting into people’s face, what should you be posting about?

The key to great content is to add value to your audience. This means posting informative articles that they’d be interested in, providing inspiring quotes from other industry professionals, offering advice to job seekers, or finding other, more subtle ways of expressing your agency’s brand voice.

Brooke Sellas, CEO of B Squared Media understands exactly how important this point is. In her mind, nothing is worse than being, “too sales-y.”

 

She elaborates, “We constantly hear, “our social media posts get zero engagement!” and when we take a look it’s because literally every single post is “BUY OUR STUFF!” or “SIGN UP FOR OUR NEWSLETTER!” Stop hocking your stuff and get personal!”

 

2. Being Antisocial

While it seems obvious, many recruiters miss the clever suggestion in the name “social media” and forget that they’re supposed to be interacting with other people. Tweeting random musings throughout the day is equivalent to opening your notebook and starting a “Dear diary” entry. If you’re not engaging with job seekers and potential clients, you’re really just talking to yourself.

Instead, re-tweet articles that your audience will find interesting and give the author an @ mention. Comment on articles or weigh in on polls on other business’s Facebook page. The same goes for your blog too – get friendly with others by including links to relevant articles that your audience will find interesting. Interview influencers in the recruiting space and post about it. Leave commenting open and respond to people who have interesting feedback on your blog. The point is, be social. It helps spread your name around, engages your followers, and shows prospects that you’re sitting at the cool kids table. And, all this is achieved without ever once needing to annoy or repel your audience by being pushy (remember how we talked about that?).

 

recruitment marketing strategies

3. Being Selfish

When asked what the biggest mistake that businesses make in communicating their brand is, Brooke puts it simply, saying, “Focusing on themselves too much.” We’ve all been on a date where you sit in silence while the other person drones on and on about themselves. Or at a cocktail party where no one asks you a single question about yourself. Those are the dates you can’t wait to ditch, and those types of experiences put a bad taste in your candidates and clients mouth when your recruiting content does the same.

As a recruiter, this means offering up interesting information for your candidates and clients, for their sake, not just for yours. Job hunting tips, interview question prep materials, studies on the benefits of businesses working with recruiters to fill their job openings – all these are good examples of content you can publish that is thought-provoking, meaningful, and shows others that you have their interests in mind.

 

4. Being Absent

As a recruiter, it feels great to hit ‘publish’ on a well-written blog post, or to tweet something clever. But before you sit back and congratulate yourself, remember that it’s only a job well-done if you replicate it again, and again, and again. You’ve probably been there before: getting enthralled in a blog and clicking to see what other posts they have, only to see that they only have 3 blog posts ever published and they were all six months apart. Oh. Disappointment central. Not only does this make you leave that site, it also makes you unlikely to return because you’re assuming it will be another six months before you should check back. The same applies for stagnant social media accounts.

Without sacrificing quality or getting hung up on an exact posting frequency formula, find a way to get in the game and stay there. Your tweets will always be fresh in your followers’ timeline if you’re communicating often. Candidates will look forward to their coffee and blog post read if you have a consistent schedule. People will start looking forward to hearing what you have to say, what interview tips you can offer that day, or what the latest jobs you have to post are when you publish content on an ongoing basis and stick with it.

 

marketing strategies for recruitment

5. Being Bland

Vanilla is best for frozen yogurt, not for your content. This doesn’t mean you have to be controversial, (unless that’s what your brand is all about) but it means stepping outside of ho-hum headlines, blog content, and social posts. Imagine retweeting an article and saying, “I thought this was an interesting article, give it a read.” OR, having an opinion, showing your brand’s personality, and saying something meaningful, like, “Wow, this article really confirmed my feelings about the future of recruiting in the face of artificial intelligence! Check it out!” One tweet is a snoozer, while the other makes you want to find out more.

Blog posts are the same – from your titles to the references you link to the body of the post itself – it can all be done in a way that’s fun, interesting, catchy, or even downright funny, and we all know that’s the type of content that gets shares, hearts, mentions, and ultimately makes your recruiting agency memorable to prospective clients and new candidates.

 

Now that you know all the things not to do when publishing content for your firm, it’s time to flip things around and do it right. If you’re still looking for help in creating great content and avoiding these five fatal errors, reach out to a professional writing service for help. We’ll whip up some great words for your agency to share with the world, so you can reap the benefits of content and continue to do what you do best.

Need Writing Help?

If writing expertly-crafted blog posts isn’t your thing, you can always hire a professional content writing service like Article-Writing.co. We’ll take care of the words, so you can get back to growing your business.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.