As a business owner of a recruiting firm, digital marketing might still be a new concept for you. Ten years ago, your marketing efforts consisted of posting ads in your local Yellow Pages and scraping the early versions of online job boards for leads to cold call. Wow.. how the landscape changed. If your firm has been slow to adapt, you might be struggling to grow your business.
There are tons of digital marketing strategies that recruiters can deploy to grow their business. One of the cheapest and easiest tactics is to install a culture of blogging with your team.
Picture this scenario: you’re talking with a fellow owner and they tell you they partnered with a digital marketing agency. The agency is helping them with blogging, social media engagement, building a new website, and optimizing their content for SEO. Intrigued, you head back to the office and decide it’s time to dip your toes into the digital world and write a blog about something you are passionate about in your industry. Energized by the process, you get the great idea that everyone in your firm should participate in the blogging process as a way to build your firm’s brand.
What a great idea! But how are you going to get everyone on board and engaged in the blogging effort?
Here are 5 tips to inspire your team (and secretly maybe even yourself) to blog.
1. Start with the Why
Tell your employees WHY you are asking them to take on this new task. What is the purpose? Taking three hours away from the phones and client meetings to write doesn’t automatically sound appealing to recruiters working on commission. Here a couple of examples WHY it is important for your employees to blog.
- Build their personal brand in the digital marketplace: Blogs can be seen by potential clients and candidates on the company website, LinkedIn, and Facebook. If people don’t know who your recruiters are, how are they going to call them?
- Build their reputation as an industry expert: You know that your employees are rock stars in their fields, now you need to spread the word. If your team blogs about pain points in their respective recruiting verticals, people in that vertical will gain valuable insight into the industry and recognize the expertise of both the employee who wrote the blog and your firm’s brand in general.
- Increase brand visibility: We all know marketing is not free and that we can never get in front of enough people in the recruiting industry. Through blogging, your employees have the opportunity to market themselves for no cost to them or the company.
2. Tie Blogging to Tangible Business Results
In our search and consulting sister company, Versique, we track both activity metrics and financial results of individual team members to help them grow their business. If you’re new to digital marketing, work with some of your peers or check out our website to get stats around the effectiveness of building an online presence.
- One of our expert recruiters has closed 25% of their business the last 4 years from building their online presence. That is well over $300,000 in search fees.
- One of our thought leaders recently posted a blog on LinkedIn. In the first 24 hours, they had 52 likes and the post had been viewed 3,668 times. How many networking events would you have to attend to get in front of 3,668 people?
3. Create a Content Calendar
No one wants to be in the middle of a huge search and have the owner of their company fly into their office and demand a blog be written by the end of the week because they forgot to tell you a week ago. Don’t be that type of leader. Create a content calendar so your team can be properly prepared.
Creating a calendar for your team that is 4-6 weeks out allows your employees to ask questions, raise concerns, and do some research on a topic. It will also allow the employee time to balance the ebbs & flows of the recruiting business or pick a slow time to set aside a block of a few hours to sit down and write. On top of helping the employee, a content calendar will also create group accountability and collaboration for the company as a whole.
4. Involve Your Team in Topic Generation
I know for me picking the topic is sometimes the hardest part of the blogging process, but that doesn’t mean you should just hand out a list of topics to your employees because the topics are important to you. It is integral that your employees are an active participant in generating topics. A few reasons why it’s so important to include:
- They are building their expertise in their vertical – they should know what the pain points are for their current clients.
- If your team members are going to get excited about writing, they should pick a topic they are passionate about and own it.
- It will help them to think critically about how they can add more value and expertise to their clients.
- You will get a more diverse range of topics with everyone contributing.
5. Lead by Example
Planning a strategy is great, but execution is the key to success. As the owner and leader of your firm, it is easy to set the strategy for your employees and move on to the next visionary idea that will change your business. When you establish the blogging strategy and calendar, make sure you lead by example by making yourself a regular contributor.
Additionally, maintain an active role in assisting your employees with their blogging efforts. Sit down with your employees and discuss topics or help them troubleshoot any hurdles they are having.
But it all starts with you. If you’re not meeting your deadlines, it’s hard to expect that your team will.
Blogging is an EXCELLENT way to get you and your team started in building up the brand of your firm, and the individual brands of your employees. When ramping up your in-house blogging consider the above simple tips to keep you on track to execute.
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