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Why Content Marketing is Important for the Recruiting Industry

Written by Randy Malmquist

Aug 25, 2016

August 25, 2016

Does a recruiting agency really need a content marketing strategy? No, you don’t need recruiting software, a website or a sales team either, but it sure makes a difference.

All you need to know about recruitment content marketing is that it is a better way to grow your target audience for sure. Every recruitment firm should have a blog with a CTA (call to action), leading to a form with a landing page in order to convert prospects and close more business.

A content strategy is the best way to maintain a consistent conversion cycle on your website. Your blog should be easily found by your prospective clients as well as qualified candidates. Your blog should have some design aspects considered. Let people know about your blog! Promoting the blog is crucial to its success. Although grammar and spelling are very important, focus on the readability and don’t spend too much time on each blog post. Blogging will also increase visits to your website, increase conversions, help create an online reputation, improve Google/SERP rank and much more. Here are some reasons why content marketing is Important for the Recruiting Industry.

INCREASE GOOGLE AND
SERP RESULTS

How does blogging help with Google Analytics and SERP? That may be the best question you have asked me yet. Blogging seems to have a magic formula for helping your website rank higher on web searches. The most recent Google updates changed the way major algorithms work and made them more relevant to specific search terms. That is why phrase based keywords are one of the keys to blogging success. Keywords are created based on what people are typing into search engines. You can be easily found by matching your potential clients keywords. Blogging consistently will increase the likelihood of your content being found with your industry specific phrase based keywords. Producing fresh content consistently will optimize your exposure on search engines. “Search engines want to provide the optimal user experience for those typing queries into the search bars. To this end, they seek fresh, up-to-date content and websites.” “In algorithmic terms this is known as Query Deserves Freshness or QDF, where more weight is given to recent content on trending or spiking topics.” searchenginewatch.com

CREATING RELEVANT CONTENT INCREASES TRAFFIC

Your content needs to be flowing consistently through the blogosphere in order to increase your social media presence. Did you know that Facebook has over one billion users? Twitter and LinkedIn have a couple hundred million. (Source) That means if you can direct a small percentage of relevant web search results to your site, you can benefit greatly. According to Kissmetrics.com you can actually double your social media traffic by promoting your blog the right way. I always hear people say “You must create great content”, but what does that mean? To me it means readable and easily consumed. Your content should focus on a consistent problem or pain point that your clients experience. The best marketing approach for a staffing firm lead generation campaign is to issue an appeal to your target audience. Determine what types of material are likely to generate a response from potential clients and candidates and individualize the marketing messages you send to each group. You must make it clear what you want your potential customers to do with the data you are sending in order to create an interest in your staffing agency and encourage potential customers to reach out to your sales people. You should have social sharing icons embedded within the blog post so it can be easily shared.

HELPS CREATE AN ONLINE PRESENCE

Your online presence is important in order to differentiate yourself from the competition. According to SearchEngineJournal.com their are 15 different places to share your content online. You never know where that next client or candidate will find you. The idea is to get the maximum exposure to your content. Creating a blogging calendar will help you stay on task. You can even schedule blog posts to be posted in the future. You don’t want to promote your content 100% of the time, each social media platform has a recommended or benchmark etiquette. I personally like to use the 80/20 rule for content offers. Which means that I promote my own content only 20% of the time. outboundengine.com If this stuff is starting to make sense check out our inbound marketing road-map to get the big picture. User generated content is the future of content marketing. Interacting with your customers on your website is an important resource for your overall marketing strategy. “Fifty-nine percent of millennial’s say they use UGC to inform their purchase decisions about major electronics. That’s followed by cars (54%), major appliances (53%), mobile phones (46%), hotels (45%), and travel plans (40%). (Crowdtap)

CALLS TO ACTION WILL CONVERT MORE LEADS

Having a call to action on your blog post will allow you to collect some valuable data about prospective new client. You can include job posting within the content of your post, have apply now buttons, have an opt in for email and job fair updates. A landing page in the context of marketing and advertising is a standalone web page, distinct from your main website that has been designed for a single highly focused objective – guiding visitors toward your intended conversion goal or CTA (Call to Action). A call to action should be attractive and inviting. According to wordstream.com, “You want to be able to elicit a strong response from your audience as a result of their enthusiasm. If your CTA is enthusiastic, then your audience will be enthusiastic too.”

Meet in person

The best way to build rapport and foster a long-term business relationship in to meet in person. According to Inc.com meeting in person is a great way to make an impression and create a connection with your prospect. “I love new technologies that allow me communicate with others more freely and quickly. But as a business owner, I try to remember customers want to work with someone they can relate to, not just buy from.” You don’t hear this as much recently, but I really advocate it. I can’t tell you how many times I have had a few decent phone calls and e-mail interactions only to lose the prospects interest. Meeting in person creates a bond, however small it is. The prospect may remember your smile, or your shoes, or maybe your cologne. Remember sales involves a lot of psychology.

*Spam Never!

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