Your website is up for the world to see and it’s ticking along nicely.
But there’s something missing. In this day and age, people are looking to connect with a brand. They crave authentic relationships and a two-way dialogue, which is where content marketing comes in.
First things first…
Content marketing is the act of creating content like blog posts, videos, and social media updates to attract an audience and build a following. This type of marketing tactic isn’t meant to directly promote a brand. Instead, it’s used to generate interest in products and services via information.
More than three-quarters of marketers believe that content marketing is the future of marketing so, if you’re not on board already, now’s the time to get in on the action.
For your recruitment site, content marketing will help you build connections with the people that matter and bring in more leads, whether that’s potential candidates or clients.
Content marketing helps you connect with your audience and build deeper relationships with potential recruits and clients. Source.
So now you know that content marketing is set to take over the world of marketing in the not-too-distant future, let’s dig into why you should consider it for your recruitment site.
Build trust and authority
In a recent study, an impressive 85% of people said that being trustworthy was the most important thing a brand can do - regardless of whether they’re a recruitment agency, a supermarket, or a local business.
These days, consumers and the general public are more skeptical than ever, and they want to build a connection with a company rather than just be “another customer” to them. With content marketing, you can show your expertise and build authority by sharing thought leadership pieces.
When you consider that 70% of people feel closer to a company through their content, this seems like an easy way to win the trust of potential clients and candidates.
2. Generate a following of potential clients and recruits
The great thing about content marketing is that it provides a consistent way for potential clients and recruits to find out about you. If you’re publishing three new blog posts a month, that’s three new opportunities for people to learn about you.
But you can take it one step further with content, too.
Say a company finds you through your content, but they’re not hiring at the moment so don’t need a recruiter. They love your content and then sign up to your mailing list for more. When they do come to hiring, you’re going to be at the forefront of their mind.
3. Increase website traffic
Just like publishing three blog posts a month gives people more opportunity to find you, it also provides three different opportunities to attract more traffic to your website.
When you’re creating and distributing content through a variety of different platforms, you’re expanding your reach and putting yourself in front of potential clients and candidates where they hang out online.
In addition, regular fresh content that’s created around popular keywords in your industry means Google will favour your site more highly than those that don’t publish content. Therefore, you’ll show up higher in search results and garner more website views.
4. Create brand awareness
Not only does creating fresh, consistent content mean you’ll get a slew of relevant recruits and clients knocking on your virtual door, it also means you’ll generate a wider awareness of your brand in general.
If you’re putting yourself out there with great content, people are going to start noticing you as an authority in your niche. You’re not just posting up job ads here. Instead, you’re producing engaging content that potential clients, recruits, and the general public can interact with.
5. Build an online company culture
Company culture is an important part of business these days. Companies with a strong company culture tend to have more engaged employees, and those with more engaged employees outperform those without them by up to 202%.
Basically, it’s important to have an engaged workforce and build a company culture that is satisfactory.
When you publish posts from recruits and clients and share stories from the other side of the recruitment table, you’re able to build an online company culture that not only satisfies clients and candidates you already have, but attracts new recruits, too.
76% of recruitment companies plan to increase their content marketing budget in the next year, which means they’re not fully utilising this important tool yet.
This gives you the chance to swoop in and steal the show by getting ahead of the curve.
Not only does content marketing help you stand out ahead of your competitors, but it provides you with a platform you need to engage with potential recruits and clients and build authority in your industry.
The ultimate aim of any recruitment agency is to build up their roster of clients, and your website is the first place these people will land when they find you.
Instead of just a static blurb about you and your business, content marketing creates a two-way dialogue between you and your audience. That builds connection and trust, two of the most important things people today value in a brand.