The ABCs of Content Must-Haves for Recruiters

Jeanine Gordon, Content Strategist & Managing Editor,

Posted On: March 22, 2018
Today we’re going back to school with a refresher course on content marketing – recruitment marketing in particular. Whether you’re new to the concept of content marketing for your recruiting firm or you’ve been publishing blogs and social media posts for years, it’s easy to get caught up in the hype and forget about the fundamentals.
Content marketing isn’t just about putting words out into the world and hoping for conversions. In fact, this will never happen if you don’t start with the basics and master the hell out of them. You can go ahead and get fancy with your content, but it’s never going to get your agency anywhere if you don’t know understand and prioritize the most important components. Before you get caught up in producing videos and managing multiple social media platforms, let’s review the ABCs of content marketing that are essential to your agency’s success in attracting the most talented candidates for the best jobs you have.


A – Add Value

Content marketing is all about what you can offer. Laurie Thompson, Content Manager at BSquared Media says, “The goal with content is to provide your customers with answers, or help them solve a problem that they are currently having.”

When people enter search terms and come across your blog, it’s because they’re looking for those answers. When someone browses your recruiting agency’s social media feed or subscribes to your newsletter, they have their own interests in mind and are looking for ways that you can help them on their job seeking journey.

What this means is that your content should be answering those questions and providing the guidance people are looking for. If you’re not adding value, they’re going to click away and find another recruiting firm that will. Before you publish a blog post, hit ‘send’ on your newsletter, or tweet anything, ask yourself, “what value does this offer?”, “what problem does this solve?”, or even simply “who cares?” If you don’t have the answers to those questions, then go back to the drawing board.

recruitment marketing

B – Be Brand Aware

Whether you’re a recruiter, or selling rubber spatulas, branding is a core component for any business. Branding involves more than just splashing your logo around. It’s about figuring out who you are as a recruiter and as an agency and conveying your brand personality in everything that you do.

When you get clear on what your business stands for, who your audience is (more on this later), what your tone is, and what your vision is, you can apply that to every piece of content you produce, whether it’s a Facebook post or a LinkedIn article.

When businesses do this well, they have a strong presence in their industry and stand apart from their competitors. For your recruiting agency, this means establishing yourself as experts in the industry with a roster of great clients and talent banging down your door.

On the flip side, if you aren’t clear on who you are as a company, or you aren’t consistent with communicating your brand, your content will fall flat. As Laurie says, “If you aren’t sure what your brand actually is, your customers won’t be able to figure it out either.”

recruiting marketing

C – Communicate with your Audience

Stop – don’t hit “publish” until you can answer this question: who are you talking to? Do you know who your target audience is? And by this I mean, do you know exactly who your audience is? Don’t say “it’s people who are looking for a job.” That could not be more vague. Dig deep – look at who your clients are and what your areas of expertise are. Suddenly, you’ve narrowed it down to executives in the healthcare industry. Now we’re talking. Now you can tailor content to that audience.

After all, you’re not just creating content for the sake of it, or at least you shouldn’t be. The goal of your content is to connect with clients and candidates. As Frankie Vaccaro, Chief Operating Officer at Masis Staffing Solutions puts it, “Using blogging and other avenues, like social media, really helps us talking with people at a mass scale. It not only gives us a chance to show job seekers how we’re different, it also allows us to converse with potential candidates anytime, anywhere.”

Now that you see the power in content, make it matter to your audience of job seekers. What do these people want to know? What current events are they interested in? What are their concerns in the job seeking process and how can you address those and bring your knowledge to the table to help them solve their problems?

Laurie hits the nail on the head when she explains, “If you are just constantly putting content out that you “think” will work, then you don’t know your customers very well. Businesses who take time to get to know their customers will have an advantage because their content will meet the customers where they are in their journey.”

In other words, don’t write a blog post on how to work your way up the corporate ladder if you’re communicating to executives who have already been there, done that.

Content marketing doesn’t need to be complicated – it needs to be strategic. The good news is that you probably already have a lot of these things figured out about your agency, like what your niche market is and what your brand is all about. Now the key is how to create content that lets job seekers and clients know that as well. If you have a successful recruiting agency and want to take it to the next level with strong content, but you’re just not sure how to execute it, you’re not alone. Fortunately, there are professional writing services who specialize in taking your company’s brand and whipping it into blog posts, social media content, newsletters, email campaigns and more – all the content your business needs to make your mark in the industry and solidify your presence as a thought leader and authority in the recruiting space.

Let do the work for you

We are an experienced company with a writing team that has been the antithesis of each of these mistakes.

It isn’t easy to find talented, reliable writers that do extensive research and provide the best content, but by avoiding the mistakes above, we’ve done it!

Outsource your blog writing needs to us and you’ll get access to our skilled team of writers and editors, all without you having to go through the rigorous hiring process.

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 Thought Leadership Package? 

At, 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.