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(This is a direct transcription please excuse any Typo’s.)
So social selling, content marketing – buzz words used a lot this year and will be even more so next year but you know, how does it actually help you at the end of the day? So producing all this content on your recruitment website, what’s that going to do for you?
Well, I wanted to share with you how it has helped a particular client of ours position themselves. I’m going to give you a few sneaky tips about specifically the types of content that they have used that have really worked for them. One particular article has generated for them over 6,000 views in just a few short months so it is really possible and that is the subject of today’s podcast.
Often our clients say to us “What are you going to write about Denise?” or “What can we write about for our coaching clients?” What we’ve done is we’ve had a look back on all of our different clients that we’ve been working with over the last year or so and looked at what some of the most popular content is and doing so we’ve highlighted one specific client.
I am not going to share for confidentiality reasons who that is. However, they are really now starting to position themselves as an expert in their sector so much so that Global Recruiter had approached them and asked them to write a series of articles for them.
So how’ve they done it? What I am going to focus on are the three key things that they have implemented, they we’ve actually implemented for them, that made things work. Their goal was to position themselves as an expert by branding an authority in their particular sector. That then attracts more interest, which then attracts more clients and attracts more candidates as well. That is the whole premise of content marketing.
What did they do? Well, let’s get into it.
1.They did 2 things. They looked at the articles that have been shared the most on their blog because they kept a record and it was very easy to just go and look and see how many times things have been shared, so that was one key element and also they went into their Google Analytics and had a look at what some of their most popular content was.
One particular article that really drove down and focused on, the article was around the 6 key attributes of a particular position and that had within about just under 6,000 views.
So that really highlights to you what is most popular because people will tell you what they like to read. So look at what is getting shared the most of your website and look at what is getting the most traffic because then your clients and your candidates are telling you the type of content that they want. So that is a really simple and easy thing to do. That will prioritise what sort of content that you want to be sharing.
2. Next, the element that some people miss out on is they don’t always share their industry news and they don’t make an editorial comment on it because obviously depending on how long you have worked in your sector then you will have an awful lot of knowledge about whether that’s engineering, or whether it’s construction or PA roles etc. If you’ve worked in that market, you are going to know what is going on in that market and people crave that type of knowledge. They look to you as experts and you put that sort of content on your website.
It gets shared more. It positions you because people want to know now. People want to know for 2 reasons – Clients do look to you as an expert. They want to know what is going on in the market. How their jobs fare compared to everybody else. You only need to look at the popularity of salary surveys to know that this is true.
So that’s one key area – give them what they want and secondly make sure that their content is informing them about what’s going on in the market.
3. The next element that is important is why are people using you as a recruiter?
Because it makes our life easier whether you are a client or a candidate and so giving them some advice and suggestions that help on how to land that new job or to attract the appropriate and highly skilled enthusiastic candidates are going to help their organisation grow.
How do you do that? Well, if you are producing content around that, it is going to work. Consistently it works for every single client that we have because obviously what you do is you tailor it to your market so it may be about interview skills, it may be about confidence, it may be about making that decision on,’ is it time to leave my organisation?’ It may be about counter offers.
Those are popular because it is content that is informing people about what to do next. Remember some of these hot candidates may have been in an organisation for a while, it’s been a while since they’ve had an interview, their CV probably is not up to date, and you can help them with all that because that is where your expertise is.
Now one of our clients through doing this-we obviously implemented it for them- has really helped position them. They got more social shares. They’ve got more website visitors. They have made more placements and now they are able to position themselves as an expert and they have actually been asked by one of the online magazines ‘Global Recruiter’ to actually create some content for them because they are perceived as an expert in their field.
So if you are thinking about your marketing for next year and wondering “Okay, so all this content, where should we put our focus?” then we’ve just given you the 3 key areas to think about.
This is Denise from Super Fast Recruitment saying bye for now!
Show Notes:
1 sec. – Introduction
1:14 – Download this podcast!
1:37 – What we’ve done
1:50 – The story of one specific client – how they positioned themselves as an expert in their sector
2:10 – 3 Key things that we implemented for them
2:18 – Their goal
2:36 – #1 They gave people what they wanted
2:48 – What they did – What are the articles that were shared the most?
3:03 – Another thing they did – Went into Google Analytics and had a look at what their most popular content was.
3:24 – Just under 6,000 views!
3:58 – #2 Share industry use and make an editorial comment on it
4:35 – Clients do look to you as an expert
5:04 – #3 Why people are using you as a recruiter
5:35 – Producing content works for every single client that we have
5:42 – Sample topics – you can help them because that is where your expertise is
6:15 – By doing this one of our clients has more social shares, more website visitors and more placements
6:40 – If you are thinking about your marketing, think about these 3 key areas.
6:58 – End
This podcast was hosted by Denise Oyston. Follow us on Google+
Important
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