Could content marketing help attract candidates and gain the interest of employers?

If you own a recruiting company or operate as an independent recruiter, you will be pleased to know that the answer is yes.

To quote Geoff Mason, content director at consulting firm Project One, “From a recruitment perspective, [content marketing] is working extremely well.” According to Mason, a single video has been responsible for driving a significant number of candidates directly to Project One’s door!

So, how can you use content marketing to achieve similar results for your recruiting operation? Here are five tactics to try:

1. Start a Blog

A blog is an ideal way to attract visitors to your website and, ultimately, convert them into candidates or clients.

Candidates and clients alike want to work with recruiters that have authoritative, trustworthy brands, so be sure to write on topics that demonstrate your credibility. Remember, too, that writing style matters. Your blog’s voice should be confident, accurate, and grammatically correct. Each post should be well structured with clear headings, short paragraphs, and bullet points for easy digestion.

The best blogs provide answers to common problems in target industries. “Top tips” and “How to” pieces tend to be highly successful in driving traffic. For a recruiting company, this might mean writing about talent management best practices to attract clients, or writing about good resume techniques to attract potential candidates. Keep on top of current trends in recruiting and in your clients’ industries to ensure your blog stays with the times. You won’t attract any readers without outdated information.

2. Write White Papers

White papers are comprehensive, informative documents that organizations issue for a variety of reasons. Some white papers are meant to persuade buyers by describing in depth a product’s unique selling points, while others create awareness around industry issues and promote possible solutions.

For recruiters, the best approach is to use white papers to tackle complex issues related to talent and employment. For example, you could write a white paper on the role of workplace culture in recruiting new candidates, or on the unique needs and demands of millennials in the talent market.

These informative documents will be geared more toward potential clients than potential candidates. Your goal is to use your expertise to show companies why your firm would be a strong partner for their recruiting needs.

3. Provide Career Resources for Candidates

Whether they’re seasoned professionals or just entering the workforce, every candidate could use some advice when they’re on the hunt for a new job. As a recruiter, you are uniquely positioned to offer this advice. After all, you deal with candidates and placements every single day. You know the hiring process better than anyone.

Create articles, videos, and other free career resources candidates can turn to when they need help. Not only will this improve your credibility, but it will also encourage candidates to join your talent pipeline when they’re on the market.

4. Craft a Social Media Presence

Social media is an excellent way to drive traffic to your business. Use Twitter, Facebook, LinkedIn, and other platforms to promote your blog, white papers, and candidate resources. Encourage ongoing engagement by interacting directly with followers through hashtags, discussions, Q&A sessions, and other methods. You can also use your social media accounts to promote the roles you are currently looking to fill, thereby attracting even more candidates!

Try and keep a balance between social posts and job ads. Failing to mix your content up may give the impression that your company is sloppy or uncreative. Plus, job seekers will easily grow bored if all they see every day is more job ads.

5. Meet the Press

Many small businesses rely on the press to market themselves. Press releases can be particularly useful here. Write releases and send them to relevant media outlets when major news happens, such as the launch of a new product or service, a high-profile hire, or a major improvement in company rankings or performance.

Given that recruiters usually work within designated geographical areas, you may even decide to go down another route: Asking local press outlets to visit your company and write about it.

In today’s world, content marketing is a key branding initiative for companies of all kinds. While we don’t often associate content marketing with recruiting, the fact remains that it can be a powerful driver of business if you leverage it properly.

James Craigmillar writes for Inspiring Interns & Graduates.

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