The last time the national unemployment rate was this low, Planet of the Apes was raking in the cash at the box office. No, not the stunning, CGI-dependent reboots or the laughable Mark Wahlberg fail. I’m talking about the original Charlton Heston classic, with its delightfully cartoonish hair and makeup and brilliant political allegory.
Low unemployment has created many opportunities for recruiting firms. Hiring is never easy for companies, but in this job market it’s nearly impossible without the industry knowledge and network that savvy recruiters possess. To take advantage of the low unemployment before it inevitably shifts back to normalcy, recruiters should absolutely be creating smart and informative content that is targeting business owners. At the end of the day, without clients to provide staffing solutions for, there’s no way to make money.
However, far too often I see recruiting firms neglecting the opportunity to create compelling content for candidates. And that’s a big mistake—, especially in today’s labor market.
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Many Candidates are Unaware of Their Value
Being in the recruiting world, or even recruiting-adjacent such as myself, it’s easy to forget that other people are unaware of the current labor market. As recruiters, you eat, sleep, and breathe labor, so the trends and happenings of the industry are always top of mind. Business owners aren’t quite as in the know as you are, but with hiring being a vital element to their business success, they also maintain a strong understanding of the labor market. You’d be hard-pressed to be speaking with a prospective client and blow their minds by telling them about the low unemployment rate. Anyone that has had to hire in the past year is well aware of the challenges.
Candidates, on the other hand, not so much.
They’re busy working and growing their careers. Unless they work in the HR sector or are passionate about labor trends, they won’t know that they currently are more valuable than they have ever been in their careers. When talking with professionals across a vast number of industries, I’m always shocked when I discover they have no idea how low the unemployment rate is or how competitive hiring has become.
This ignorance of the labor market presents tremendous opportunities for recruiting firms to be pumping out informative content to inform these talented candidates. Especially firms that place permanent hires, as you’ll be drawing largely from a passive candidate base. By furnishing educational content that details how rare the current market is, and how advantageous it is for job seekers, you can build trust with candidates and begin to warm them up to the idea of changing jobs.
Candidates are Easier to Reach Organically Than Clients
As a recruiting firm owner, you naturally want to dedicate their content marketing resources to attract clients. More clients lead to more business—I get that. But in terms of attracting organic eyeballs to your content, and your website, going after candidates is a far easier task.
For one, there’s simply more of them. It doesn’t take an economics expert to notice that there are more worker bees than business-owner bees out there. Let’s say your firm specializes in engineering recruitment. If you’re writing a blog targeting engineering firm owners, there’s a finite number of them within the reach of your market. Depending on where you’re located, there may be anywhere from 10-100 firms, so you’re hoping that an owner at one of those firms reads your blog. How many engineers live within the reach of your market? 1,000? 5,000? 10,000?
Secondly, candidates spend more time online seeking information. Millennials have overtaken baby boomers as the largest generation in the American workforce. Of the many stereotypes out there about my much-maligned generation, one that is undoubtedly true is we depend on, and regularly rely on, the internet for our information. From finding the best Vietnamese restaurant to scoring tips on finding a new job, the internet is the first place we seek out information.
The combination of more eyeballs and an increased likelihood that candidates will seek out your thought leadership online creates a tremendous recipe for increased traffic to your website, which can help you get clients. With a sound and optimized website, the organic traffic to your candidate-targeted blogs will directly improve your organic rankings for other pages on your site. The better your organic rankings, the more likely you are to gain an organic client lead.
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Content Marketing Tailored to Recruiters
You might be thinking, “This all makes sense. I need to write more Candidate-driven content. But…writing is hard and I’m way too busy growing my firm to sit down and write content.”
I’ve got some good news for you: Parqa Marketing can help. We’re a digital marketing agency that exclusively works with recruiting firms. Intrigued? Schedule a call with our team and learn more about how we can transform your digital marketing efforts.
Need help getting blogging? Let’s talk!