The recruitment industry is still out of date when it comes to digital marketing. While many consultants have now implemented recruitment profiles on LinkedIn or even signed up for LinkedIn’s recruitment tool there is still a lot of education that needs to be done in order to ensure the right practices are being used to attract the right candidates.
Finding talent has never been an easy task, most of the good people are already employed and the people who aren’t already employed are likely to be looking for roles online through different services. Current techniques are not cutting it because they still emplore old school tactics such as posting job advertisements with no strategy or tactic on generating a return.
Would you be surprised if I told you that recruiters don’t need to advertise jobs anymore? And they can still get high quality candidates coming to them for roles.
This magical power is none other then the power of a good content marketing strategy.
The recruitment cycle
Think of your cycle as:
By placing job adverts you’re only appealing to somone who is in one section of this pie. And a job advert still struggles to be appealing, especially if like me you have several recruiters posting job adverts daily on LinkedIn. If anything it feels more like SPAM.
To combat this we have to think longer term and start to nurture our leads and reach people who perhaps are only just thinking about getting a new job or even people who are quite happy in their current roles. If we can establish a presence early on with these people then we will be their point of call when they have decided to make that sensitive decision.
If you are recruiting for a web designer position you would think about the cycle and start to write blog posts to aid people through it.
- Why your web design job is rubbish (reasons why you should leave your role and look for a new one)
- How to find the best web design opportunities in London (location specific and helps people look for a job in the places you want them to look)
- How to create the perfect CV for your next web design role (explaining how they can best layout their CV so they are more likely to get the role)
- 10 things you should do in your first month as a web designer
- Be promoted from junior web designer in 5 steps
Of course in each stage there are many more blog posts you could write but the above are examples I have made up to help you understand how a web designer might see these. A web designer will spend enough time on google searching for answers to these queries ‘how to get a promotion’, ‘how to find a new job’, ‘how to make a great web designer CV’ and more. By blogging you are helping yourself be seen first for these queries.
Where to blog
Your agency may have it’s own blog where they write similar articles to this. If this is the case then you want to make sure all of the articles have been written to standard and are something you would be happy to show a candidate.
If this is the case then you should also make sure that there is a call-to-action (CTA) at the end of the blog to get into contact directly with yourself.
Alternatively you could blog from your LinkedIn account. Just click on ‘Home’ in the top menu and just under your summary there should be the options to ‘Share an Update’, ‘Upload a Photo’ and ‘Publish a Post’. Go to ‘Publish a Post’ and you are taken to a screen where you can start writing your blog and add an image.
Get organised with your blogging
If you really want to see results from this method you have to first understand three things.
- Results are not instant
You’re not going to start blogging and instantly people will start applying for your roles. You must understand that blogging increases organic traffic in time and as people are exposed to your content multiple times they will remember you and start trusting you as a recruitment consultant.
- Organisation is essential
One of the key components of blogging is consistency. Having a hectic blog strategy is confusing to people who are reading your content. Start by having a regular day each week when you release a blog. Create a blog calendar and stick to it so you can talk about next week’s blog and get people excited before you have even published something.
- Blogging alone is not enough
When you publish a blog on LinkedIn it will get released on to your page. But your page is only as visible to others as you make it to be. The more active you are as a user the more people will see and engage with your posts online. The same is said for other social channels and a good strategy is to have a presence on any channels your candidates will be found then build your community and share your content with them as well as other content they may find interesting.
By building a community you are creating a network of people who know and like you before they have even decided they want to get a new job. So when the time comes to them making a switch, you will be on the top of their minds.
After you gain traction with your blogging you will soon see people adding you online, messaging your for roles and calling you up personally to help them get a job position.
Make sure you show personality and add value with every post. Also make sure your posts follow some logic. You don’t need to add a CTA at the end of every post saying ‘call me for a job’. You may want to direct a user to the next appropriate blog.
Only people who are looking for a job and blogs in that section of the pie chart should be directed straight to a phone number.
I hope this article has changed the way you think about placing new candidates and make you think twice before you use old school tactics on LinkedIn such as inMailing everyone you have just added and posting job ads with memes. Just try and imagine how a candidate will view this when it’s happening multiple times from several different recruiters. Content marketing is your way to get out of the box.
Don’t forget to share this blog post with fellow recruitment consultants or those who could benefit from these ideas!
I’m a very practical person who has to have everything in place before I am happy to hand anything over to a client. I have been working in the Technical & Operation sectors since 2006 and have loved every moment. On a personal level, I love to do anything involving computers and home entertainment, playing the drums and last of all, being a husband and a dad.