Most recruiting firms know it’s essential to create thought leadership content. It builds credibility, and it’s excellent for getting found online (hello SEO)! Have you been blogging for a while and it doesn’t seem to be working? Or maybe you don’t currently blog, but when you start, you want to make sure you’re doing it the right way?
Well, you’re in luck! We have an easy way to make sure you’re bogging effectively. Five steps. Read on.
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Step 1: Define Your Target Audience
Simply stated, decide who you want to talk to. Better yet, who do you want to attract and engage? Do you want to attract more candidates? Or (most often) clients?
Let’s say you want to attract more clients.
Step 2: Narrow Down to a Specific “Buyer Persona”
Who do you want to get in front of? Is it HR Leaders in the healthcare industry who hire roles X, Y, Z? What size of company do they typically work for? What headaches do they have to deal with at work? What trends are they interested in staying on top of related to their job? What makes them tick?
Let’s say your buyer persona is HR Manager Mary. She is 42 years old and has been in her role for nearly 20 years. She works for a smaller organization that is rapidly growing, but she is the only person in HR, and she has to manage all of the hiring herself. Her most significant pain point is that, while she is capable of hiring talent for her company, she just doesn’t have time. She wishes she could keep up on trends in her space (e.g., healthcare) and wants to provide the best talent to her growing organization. And she’s a family person who values time management so she can spend time with her husband and children in the evenings after work without having to be glued to her laptop.
Step 3: Find Keywords Relevant to Your Buyer Persona’s Pain Points and Industry
This may be the most challenging step – but you’re just a few minutes away from getting started. Create a list of topics and phrases that matter most to your buyer persona – try to integrate their specific industry (the industry you specialize in, ideally). For example, you may use keywords such as “healthcare industry hiring trends” or “healthcare recruiters Minneapolis” or “recruiting time management.”
It’s helpful to work with a digital marketing agency who specializes in SEO for recruiting firms to define keywords of focus that you know your potential client will be interested in, and also confirm that there is search volume for those keywords (e.g., do people search for a specific keyword phrase 200 times/month or 20,000 times/month).
Step 4: Create a Blog Content Calendar
This sounds complicated, but it’s as simple as deciding what topics you’re going to write about, and when. When life gets busy between managing searches, working with your team, and trying to keep everything running smoothly, writing a thought leadership blog is usually the last thing on your mind. By having a content calendar with deadlines and pre-determined titles, keywords, and a buyer persona, you can sit down and write. (Yes, we can help with that.)
I know it’s easier said than done, but with benefits ranging from building credibility and presence online to driving Google search results, writing thought leadership blogs is one of the critical business focuses that will help you win searches and attract new potential clients.
Step 5: Share, Share, Share
Once you write a blog on a topic that matters to your potential client, get the word out there! Post the blog to your company’s LinkedIn page. Share it from your LinkedIn Publisher. Tell your recruiters and leaders to share it in a LinkedIn post. The more reach, the better!
If you work with a team of recruiters, and your company specializes in a specific industry niche, your co-workers also have a relevant network on LinkedIn who would like to see your thought leadership content! It builds your brand, your company’s brand, and your fellow recruiters’ brands. Win, win, win!
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Now that you’ve got the recipe for writing relevant thought leadership blogs get started! It will take you:
- 10 seconds to define your target audience, because you know it (clients vs. candidates)
- 3 minutes to write down a specific buyer persona (remember HR Manager Mary)
- 3 minutes to brainstorm keywords relevant to their pain points and how you can help
- 3 minutes to assign due dates for yourself (do the 10th of every month to start)
- (Once you write your blog) 5-10 minutes to share it to your LinkedIn Publisher, share to your company page, and email your recruiting team to share as a LinkedIn post
It’s not something you can do with your eyes closed, but it IS something you can get ready for if you spend less than 10 minutes preparing. Not everyone can master the art of blogging. Not everyone blogs for the right audience. And not everyone blogs with meaningful, keyword-focused content. Then again, not every recruiting firm is excellent at what they do. Not every recruiting firm picks a niche and dives in, making sure they only hire the best and provide the best service. But if you are among the best in your space, then the next step is to build your brand online and become known as a thought leader in your industry. If you’ve made it here, you’re committed to improving your company – and that makes you different. Now, go spend 10 minutes preparing!
Need help getting blogging? Let’s talk!
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At Parqa Marketing, we specialize in creating and executing content marketing strategies for recruiters. Learn more about our approach to content marketing and contact us today if you’d like to discover how we can transform your recruiting firm’s digital marketing efforts.