Content Marketing

Right content equals greater engagement and inbound sales

During the recession the recruitment sector was hit hard. We all know that, and we all know that fewer jobs meant lower billings and intense competition between recruiters to fill the few and far between assignments that did come up.

An interesting development emerged from this: the realisation that to be of true value to candidates and clients, recruiters and job boards needed to remain relevant. They needed to give job seekers in particular a reason to continue engaging with them. Cue content marketing.

I wrote for a number of boards during this time and by the start of 2009 there was a noticeable change in the type of content I was being asked to produce. The focus moved away from the short-term approach to job seeking towards taking a long-term view to their careers – getting them to think about how their work impacted the organisation’s bottom line, focusing job search efforts on growing industries, career change and even growing economies elsewhere in the country.

This meant that their customers (i.e. job seekers) could find the information they needed to enable them to make better, more informed decisions about their careers. For some that meant searching for a new job, whilst for others they simply seeking knowledge and advice on how to make the best of the one they already have or how to progress within their current organisation, for instance.

By 2010, one of the job boards I was working with reported around 40% of all visitors to their UK site alone (I wrote for 20+ of their international sites) were not only looking for a new job, they were seeking career advice to help them in their current roles.

To maximise the user experience you need to think about the journey that your customers (clients and candidates) take when they visit your site. Consider what they are really looking for.

They may not necessarily be there to complete an immediate transaction, they may just be looking for information that will solve a problem, educate, inform or simply entertain them.

Getting the balance right between not providing your customers with enough information and overloading them with too much, is a tricky proposition especially when you consider the plethora of options at your disposal, such as data sheets, FAQ sections, articles, white papers or a visual support such as videos and infographics.

Content is what makes your potential customers become just that – customers. If they are able to gain access to curated content that is relevant to them, their experience of interacting and engaging with your organisation will be all the greater.