Recruitment content marketing (for recruitment service providers)

Whether you’re a job board or a recruitment software or service provider, your B2B content marketing plays a big role in attracting (or repelling) your ideal clients and establishing your company as an industry expert.
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So if you’re a recruitment service provider that’s been winging your content marketing, let’s stop there, rewind, refresh, and get your content competing!

Benefits of content marketing

Companies that blog experience an average of 67% more leads than those that don't.

​Why? Because blogging:

• Allows you to showcase your expertise
• Provides a platform for your audience to engage with you and each other
• Educates your audience on your product / service
• Improves your brand awareness

What goes into content marketing?

If you think that effective recruitment content marketing consists of typing a few fancy words, you’ll be sadly mistaken.

Content marketing is an acquired and practised skill. Successful content writing will:

• Use paid online tools, such as Moz and Ubersuggest, to conduct keyword research
  
• Understand which keywords will yield the best results
  
• Use language that keeps your audience (recruitment directors) reading to the end
  
• Know when and how to rank on page 1 of google
  
• Engage your audience and keep them coming back for more
  
• Use structured formatting for readability and ranking
  
• Be strategically planned and scheduled
  

How to nail your recruitment content ​

There are a few mandatory steps to take if you’re going to nail your recruitment content.

1. Know your target audience

We know you’re targeting recruitment directors, but can you niche it down any further than that? 

Are they typically from SME or large companies? Do they specialise in a particular type of recruitment? What are their biggest pain points that you can solve?

Your content needs to be centred around the answers to these questions so that it speaks directly to the heart of your ideal clients.

2. Optimise for SEO

It’s no good writing amazing content if your clients can’t find it.

Once you’ve carefully selected your keywords (which is a skill in itself), be sure to include the keywords in:

• The title
  
• The meta description
  
• One heading
  
• Within the first 150 words of the blog
  
• In the alt text of the blog images​
  

3. Schedule your content

Having a structured content schedule is going to take you from rookie to pro status. Be the company that can be relied upon to consistently produce content. 

This consistency will improve your brand awareness, and brand awareness will showcase your level of professionalism.

4. Use formatting and white space

Nobody has time to sit and read clunky paragraphs, and sales-driven recruitment directors are no different.

We live in an age where we only tend to entertain information if it’s quick and easy to read.

So avoid chunky paragraphs, use H1 and H2 headings, and include bullet points.

What do the best recruitment content marketers do?

1. Include a call to action

With every blog post, you have an opportunity to invite your audience (as I’ll do at the end of this post!) to engage with your company on a deeper level.

Here are some examples of calls to action:

• Book a free demo of our software
  
• Subscribe for more recruitment industry news
  
• Download our free guide to using job boards
  

2. Add value, don’t just sell

A common mistake is to think that each of your blog posts needs to sell or explain your product or service. 

But in fact, the most successful blogs are those that are able to predominantly add value and educate on industry-related topics, while also gently incorporating your company message. 

‘In your face’ marketing can be very off-putting, and often it’s the more subtle pieces that make a stronger impact and keep your audience coming back for more.

3. Write irresistible titles

Writing titles is, again, a skill in itself. But as a rule of thumb, just remember that your title needs to speak directly to your target audience (recruitment directors).

Avoid being generic with your titles. The more specific you can be, the more clicks you'll gain.

4. Link to other posts (internal linking)

Clever content marketing gets your audience to engage further with your brand. One of the ways you can achieve that is by linking to other relevant blog posts on your website.

(Notice how I’ve done this in the point below)

5. Use professional content marketers

As much as you may want to cling onto your purse strings, the truth is that the most successful content marketing uses a dedicated team of experts that know how to yield results.

You can do this by hiring permanent content marketers, or a more cost-effective way can be to outsource your content marketing to recruitment content writers (ahem, enter moi!).

I know, it can be daunting knowing where to start with freelancers, but luckily I’ve written a Complete Guide to Hiring a Freelance Blogger to help you out (note the internal linking!).

Recruitment content marketing ideas

I hope this post has given you some direction with your content marketing strategy.

But in case you’re still struggling for inspiration, I’ve created a resource containing 77 Recruitment Blog Post Ideas for 2020.

Just pop your details in the box below and you’ll get the resource straight into your inbox!