How to Create a Company Blog That Attracts Talent

You’ve tried every tool in your recruiting toolbox to attract talent to your company. You’ve added candidates on LinkedIn, attempted to recruit talent on Twitter, and even spruced up your job descriptions. Unfortunately, none of these tactics have helped you attract the talent you desire for your open positions.

However, there is a solution that many recruiters forget when attracting talent: recruitment blogging. According to the 2014 Employer Branding Global Trends survey of about 1,100 professionals by Employer Brand International, only 22 percent of respondents use blogging to communicate their employer brand.

Blogging is a powerful tool for building a positive employer brand that often gets replaced by social media during the recruitment process. Here are five tips for creating a company blog that attracts talent:

1. Establish a Goal

Setting a goal is the foundation of a successful recruitment blog. When choosing a goal, think about the top priority for your recruitment strategy.

According to LinkedIn’s 2015 Global Recruiting Trends report, 46 percent of more than 4,000 talent recruiting decision-makers surveyed said recruiting highly skilled talent is a top priority. Additionally, 34 percent say improving quality of hire is a top priority.

2. Research Your Ideal Candidate

Before diving into blogging, think about the talent you want to attract to your company. Understand who your ideal employee is and the types of opportunities they look for.

It’s also important to think about theircareer goals and reasons why they’d work for your organization. These details will help you craft relevant content for your audience.

3. Create an Editorial Calendar

Once you’re ready to create content, develop an editorial calendar. This document should outline the type of content you’ll create, how often you’ll publish, and who will develop your content. Use tools such as Google Docs to document your editorial calendar.

There are endless possibilities for creating content. As a recruiter, you want to convert blog visitors into new hires. Produce content that tells a story about your company and gives insight into what it’s like to be an employee.

For example, write blog posts that illustrate industry thought leadership and company news. You can also publish videos highlighting interviews with employees. Feel free to get creative with how-to posts and stories highlighting your employer brand.

4. Develop a Social Media Strategy

Talent won’t discover your content unless you (and others) share it on social media. By incorporating blog content into your social-sharing strategy, you’ll attract more talent to your company.

Share blog content on social media accounts your company actively uses. Twitter, Facebook, and LinkedIn are effective platforms for creating community engagement and attracting talent to your company. Use social media management tools such as Buffer or Hootsuite to schedule content and track social media analytics.

5. Measure Success

Finally, it’s important to measure the success of your recruitment blog. Use the goals you created for your blogging strategy as metrics for success.

For example, let’s say your goal was to attract quality hires to your company. Document how many hires you made since launching the blog and whether or not they met your qualifications.

Recruitment blogging is a powerful tool for attracting talent to your company. By producing quality content that educates talent about your company and why it’s a great place to work, you’re more likely to recruit new hires who are the best fit for your company.

Do you have a company blog? How has it helped you recruit talent?