13 Jul, 2021

SEO Content Marketing Tips: How to Attract and Engage More Recruitment Clients with Web Content

Content Marketing Tips

Online ads allow you to reach out to prospective clients who are actively searching for your recruitment services. Many recruiters use these marketing tools to connect with employers and candidates. However, online ads are not the only ones that can make people trust your recruitment agency and help you establish a strong presence in the market.

You have an important marketing goal: to attract more leads and increase conversions. However, completing these tasks can be challenging, especially with stiff online competition these days.  Fortunately, you can help your recruitment agency stand out by using web content to ensure great brand position and create an excellent user experience.

To ensure your success, your content strategy should focus on leading your readers into the sales funnel by:

  •   Making people aware of your brand
  •   Generating interest in your products
  •   Offering a convincing reason why prospects should choose your recruitment services
  •   Eliminating potential objections

Many recruiters write a few blogs to promote their services. However, that’s not enough. Don’t focus solely on selling what you offer. Instead, you should create content that will educate and provide value to readers.

Also, you must use your web content to answer questions your potential clients have in mind. Here are a few content marketing tips to help you get started.

1.   Identify your target readers and ideal clients

You can’t write excellent content without knowing your target readers. Before anything else, you should define your client personas first.

Identify your ideal recruitment clients based on the following criteria:

  •   Age
  •   Education
  •   Social background
  •   Personality traits
  •   Motivation
  •   Possible influences in their decision
  •   Source of information that they trust
  •   Income level
  •   Location

When people look for your products online, find out if they:

  •   Use a search engine.
  •   Find you on social media.
  •   Go directly to your website. 

2.      Define your value proposition

You have established the identity of your ideal clients. Now, it’s time for you to answer concerns from their perspective – What benefits can I receive from this service?

This is a critical question that you need to answer satisfactorily. Also, make sure that your web content tells the audience what your company is all about. You need to prove that your recruitment services are different from the rest.

Consider adding reviews and testimonials from satisfied employers and job seekers. They are the kind of content that can help attract prospects since they provide real-life experiences. Besides reviews and testimonials, you should also offer tips and other useful information about recruiting new employees or finding job placements. 

3.      Build trust with your online visitors

Many visitors are not impressed with scripted dialogues and digitally enhanced photos. They want to see real and authentic images. Consider uploading pictures of satisfied clients to build trust and rapport with your prospects. 

4.      Select the best content type for your target audience 

It is vital to select the content type most suited for your target audience to get the best results. Consider the following:

  •   Blogs and infographics
  •   Case studies and white papers
  •   Podcasts and videos
  •   Email campaigns
  •   Brochures, newsletter or FAQs

If possible, add more interactive content to your website. Recent trends show that videos have a higher engagement rate than other types of web content. A content marketing report discovered that more than 80% of visitors prefer interactive content rather than static ones. Also, almost the same number of people could remember a brand’s message when delivered interactively.

However, regardless of your distribution platform, the content theme should not deviate from your overall marketing strategy. 

5.      Promote and share your content

Here’s one of the most vital content marketing tips you shouldn’t overlook. After you finished creating quality content, you’re now ready for its publication and promotion. Make sure to choose the best channel to reach as many potential recruitment clients as you can. There are multiple means of distribution to choose from, such as:

  •   Social media sites
  •   YouTube
  •   Discussion forums, such as Reddit
  •   Influencers

Publish your content on platforms where most of your target audiences go. This is how you lead them to your sales funnel. Use analytics to identify which platforms provide the most traffic.

Take Away

Building a connection with your audience is an effective online marketing strategy, but that’s not enough. You need to continuously maintain trust and rapport by creating and delivering a personalised user experience through web content.

Remember, the primary reason for creating content is to add value to your recruitment site. Create valuable content that’s compelling enough to convert web visitors into leads or even clients or members of your talent pool.

Effective content strategies require the skills of an SEO professional. They have the experience and knowledge to choose the right content to write and the platform from which you can distribute it. If you need assistance with content marketing, we at Recruitment Traffic are happy to help. You don’t have to waste time and effort to come up with a content marketing strategy that will help you generate more traffic and leads.             

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