Blogging For Talent Attraction #1: Why You Should
If you can write a cold email, then you can write a blog post. Here are reasons why content marketing matters in recruitment.
You’ve personalized your emails, revamped your job descriptions to be candidate-focused and retweeted a bunch of great links. Yet sometimes it feels like you could still attract better talent.
You’re missing a step (I know, I’m sorry).
First things first: what even is content marketing? And how does it apply to recruiting?
The Content Marketing Institute’s Joe Pulizzi defines it as “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.”
Although there are many different forms of content marketing—social media, podcasts, infographics, case studies, etc.—blogging is the most common, the most accessible, and the easiest to start with.
So, why does it matter in recruitment?
Angela Bortolussi, recruiting manager at Recruiting Social and expert blogger explains it best:
“For me, writing content helps me connect with candidates on a more personal level. It shows them that I’m not just a faceless robot sending out a billion cold emails, but a person with real interests, talents and challenges. As soon as someone sends you a cold email, what do you do? You Google them or check them out on LinkedIn. You try to see what they’re all about. So when my candidates Google me they find my blog posts, making me seem more dynamic as a recruiter, but also a human who really cares about her career.”
Your content can lead candidates to the rest of your recruiting funnel.
In fact, your content will definitely help build brand awareness—which is the first stage in the funnel.
Awareness is about making target candidates aware that your company exists and employs people just like them. It’s their first impression of you. It’s the stage where a candidate might ask: What is the company? Who is the recruiter? What do they have to offer?
And your content can answer all these questions, engage your candidate and draw them back for more. It gives them an opportunity to learn about you, your company, and a topic that interests them, without having to commit. It leads to better aware, well-informed candidates down the line.
Yes, it’s one more thing to add into your never-ending talent attraction strategy, but it’s important.
Ready to start?
Good. We’ve got your back.
In the next three parts of this series, you’ll learn exactly how to write your first blog post, from researching your target audience to actually sitting down and writing.
Yes, there are a lot of components, but you’ll be surprised how quickly you pick it up.
As Angela said, “when I look back at my old blog posts, I’m amazed to see how far I’ve come as both a recruiter and a writer. I can see exactly where I started, and how much I’ve changed and that is incredible.”
About the author