MARKETING FOR RECRUITMENT
How to Drill Down on Content Marketing: What Every Recruiter Needs to Know
Deep Thought #1 – It’s Not Just Words on a Page
Great! You and your team have finally picked up on the notion that content marketing is no longer optional for your business and you’ve decided to join the marketing revolution that bypasses traditional, hard-sell advertising in favor of a subtler approach based on the written and visual materials you share with the world. That’s a positive step in the right direction, but before you start spit balling topics for your shiny new company blog, stop and take a step back. Content marketing should never be a knee-jerk response to wanting more clients or to attract better candidates. Yes, you can achieve those things with your content marketing, but it’s not going to happen overnight, and it sure as hell won’t happen if you don’t have a plan for your brand. Here’s what goes into your marketing for recruitment.
Content marketing whiz and successful entrepreneur, Andrea Baxter knows a thing or two about what works and what doesn’t when it comes to putting words out into the world, saying “companies still have a lot to learn when it comes to how they do content but also understand why it’s important to their business.” For those businesses that are winning at the content marketing game, she explains that “content for a business isn’t just fluff anymore … if it’s not done well and can’t have the time, attention, and strategy to support it, then it isn’t worth having a blog.” Apply that same wisdom to any content you create for your recruiting firm or even your own personal brand, whether it’s your agency’s Facebook posts, your web copy, or a whitepaper. In other words, don’t half-ass it.
Content marketing for recruitment isn’t about instant results. You don’t push a big magic button and watch the sales come rolling in. Instead, you’re playing the long game, and if you’re playing it well, it means that you’re serving up a super-tight strategy with plenty of thought behind it. In a blog post for Kissmetrics, Neil Patel sums it up nicely, saying, “Give your content time to gain traction and deliver organic results. Content marketing isn’t a sprint; it’s a marathon.” Ask any marathoner about the race and they’ll tell you how much strategy and work is behind those 26.2 miles.
Deep Thought #2 – Engage Your Audience
As a recruiter, you know how important conversations are. You’d never just wordlessly accept an assignment from a client without engaging in a dialogue about it. Similarly, you’d never just hand a qualified candidate a job offer without multiple rounds of conversation, both formal and informal.
Think of any content that you create for your agency as another critical conversation with your audience where you’re opening the channels of communication and inviting them to join along with you. To communicate your brand, you want to talk with your readers, not at them.
Andrea puts it this way, “Engagement is key and I think a lot of companies miss the mark on this, to be honest.” Simply put, engagement is where it’s at. But, you can’t share with your audience if you don’t have one. If you haven’t figured out who your target client or candidate is, stop reading and go do that. Don’t spend one single second producing content if you’re not creating it with a specific group or demographic in mind.
Only when you have your audiences’ persona at the forefront of your content strategy can you ensure that your words will be useful, meaningful, and have them wanting to come back for more. Talking just for the sake of talking will usually mean that no one will want to listen. When you know who your audience is and you create content that serves a purpose for them, they’ll be eager to read it, share it, and stick around to see what you have to say next time.
Deep Thought #3 – If You Don’t Measure, You Can’t Learn
Content marketing for recruitment takes time and effort, there’s no way around it. So, if you’re putting that time and energy in, you want to make damn sure that you know exactly how it’s working, or not working, for you.
Andrea can’t stress enough the importance of having clearly defined goals to use as a benchmark for identifying how your business’ content marketing efforts are doing. While publishing content is great, she emphasizes, “don’t forget to measure! Like anything in marketing, you need to know if it’s working or not and where you need to make adjustments.”
You’re not sitting around writing a company blog, tweeting about your recruiting business, or writing LinkedIn articles because there’s nothing good on Netflix – you’re doing this to boost your reputation in the industry and get those awesome clients and candidates to come knocking on your door. If you aren’t using well-defined metrics to measure your efforts then you’ll never know if your blog is bringing in more business, or if any of your other content is serving its purpose.
It all fits together like a jigsaw puzzle. Remember that you need to know who you want to engage with, and then do so with thought-provoking, rich content that meets a need and excites your audience about what your staffing group has to say. Once you say it, take stock of whether it resonates. If it strikes the right chord with your audience, keep it coming. If it falls flat, don’t be afraid to change directions, but always remember thing that marketing your recruiting agency will take time.
While you’re nodding along and thinking that this all makes sense on paper, applying these strategies to your own staffing firm might require more time and effort than you have to spare. As a recruiter, you wear enough hats throughout the day as is, so if marketing just isn’t an area you want to drill down on, work with an experienced article writing service to help you strategize and create the content that your recruiting agency needs to get noticed, become part of the conversation, and get the results you’re after.
Let Article-Writing.co 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.
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.