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This week’s post and podcast discuss content marketing and how it can help recruitment companies address today’s market challenges.
As one of our lovely clients once said, “The thing is, Denise, you don’t know what you don’t know.” Making connections about how content can help and where you can use it effectively can be incredibly valuable for recruiters and search companies.
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Visit Superfast.co.uk/scorecard, enter your name and email address, and complete the questions. It takes 3-5 minutes, and we’re happy to discuss the results.
Current Recruitment Market Challenges
I’ve got my ear to the pulse on what’s happening in the market, and there are several significant challenges affecting recruitment companies right now:
- Slowly intensifying skills shortages across the globe and every sector
- Rising turnover and declining engagement in workplaces
- Longer hiring cycles and increased costs for everyone
- Tension between remote and hybrid work models
- AI is disrupting every industry, particularly recruitment
- Administrative burdens associated with recruiting
- Market and economic uncertainty
- Trust and credibility issues throughout the industry
- Candidates experience problems
For instance, I ran a training session for our Superfast Circle members this morning as part of our Personal Branding Bootcamp. One of our key focuses was differentiation in a crowded market and how to stand out, which makes personal branding more important than ever.
Skills Shortages and Content Solutions
If you go to any research tool, LinkedIn, or online resource, you’ll find that 87% of companies are experiencing skills gaps in key areas this year. Manpower did the original study, and the situation only seems to worsen. There are many factors behind this—cutting back on training people in the past is now coming home to haunt us.
Sharon was recently at an NPA conference, where someone shared that birth rates have dropped drastically, which will further impact talent availability. This skills shortage isn’t going away anytime soon.
There’s also an evolution in the skills needed. LinkedIn’s Work Change Report predicts that the skills needed for jobs will change by up to 70% by 2030. We’re also seeing the rise of the “New Collar Worker”—professionals without traditional degrees but with specialised skills needed to make the world work.
When people face problems, they search for knowledge and understanding. That’s where recruitment content marketing can help. Imagine clients and candidates looking for roles who find your recruitment website or LinkedIn profile filled with educational content that adds value.
Content that helps them develop talent pipelines, improve employer branding, and provides industry knowledge positions you as an expert in specific skill areas.
People work with those who “get them.” Simple blog posts, reports about market trends, and guides on building talent pipelines can differentiate you as someone who understands specific skill areas, whether hiring data analysts or building sales teams.
Addressing Turnover and Engagement Issues
Be prepared for some concerning statistics: According to McKinsey and Deloitte reports, 23% of workers plan to quit this year. Before the world went “absolutely bonkers” five years ago, the average turnover was 10% across the board—that’s increased significantly now.
Professional services sectors are experiencing turnover rates well over 50%. Perhaps most concerning is that only 32% of employees are actively engaged, and up to 15% are actively disengaged.
How can lead generation content help? For clients, you can create content about how to engage and retain staff. While large corporations theoretically should know how to do this, many small SMES don’t. As recruitment consultants and experts, you have valuable knowledge to share.
Consider developing:
- Retention-focused content for clients
- Career development resources for candidates
- Culture-building content that improves organisational atmosphere
- Engagement strategies that acknowledge different generational perspectives on work
Streamlining Longer Hiring Cycles
The recruitment process is becoming increasingly time-consuming. Some companies perceive it as expensive (though it’s not). AI is entering the mix, and some companies are misinformed, thinking that multiple agencies pursuing the same role would be a better option for them.
This is where education comes in. Develop thought leadership articles for your website and LinkedIn about best hiring practices – what works and what doesn’t. Personal branding helps you stand out while delivering this valuable information.
Create candidate-nurturing content that reduces time-to-hire and educational materials that streamline decision-making processes. People will read these posts, watch videos, and engage with content that helps them solve their problems. Digital marketing for search companies can play a crucial role here.
Managing Remote and Hybrid Work Tensions
There’s tremendous tension in the market around work arrangements. Just this morning, I read a newsletter from a recruiter discussing their current market experience. They often have to tell candidates, “Look, what you’re asking for now isn’t realistic. We can’t design the perfect role for you because this client wants everyone back in the office three days a week, and that client no longer offers remote working opportunities.”
This presents content opportunities:
- Market intelligence reports on workplace trends
- Guidance for handling hybrid work arrangements
- Resources for successful remote work practices
Several Superfast Circle members receive yearly reports from us that they can customise for their sectors. This kind of recruitment blog optimisation positions you as knowledgeable about current workforce trends.
Differentiation In a Crowded Market
I’m in a Facebook group with about 100,000 women, and someone recently posted a question about market saturation. I firmly believe there’s no such thing as market saturation—we have 8 billion people on the planet! However, many people offer similar services, and clients choose to work with different individuals based on what they see, hear, and experience.
Standing out in a market where people appear to offer similar services can be challenging. You must articulate your unique value proposition – why people should work with you specifically. This is where content marketing for recruiters makes a significant difference.
Here’s something interesting: approximately 900 million people on LinkedIn, but less than 4% post regularly. If you posted just a bit more, you’d have an excellent chance of getting in front of your market.
Don’t focus on vanity metrics – focus on impressions. If you have knowledge and experience from years of successful recruiting, share that more through value-added content. Give tips, advice, specialised industry insights, success stories, and highlight your unique approach. Social media for recruitment agencies is a powerful tool when used consistently.
Even if you feel like you’re giving away your best information (as we do with our podcasts), the personal connection brings people to work with you directly. Content can make an enormous difference in helping you stand out in a crowded market.
Thanks
Denise
How We Can Help
The challenges in the recruitment sector I’ve outlined aren’t going away anytime soon. Content marketing strategies for recruiters offer practical solutions to each problem area, helping you educate clients, attract candidates, and position yourself as an expert.
If you’d like to learn more about marketing a small recruitment company or how we could help your recruitment or search business develop effective content marketing, visit superfastrecruitment.co.uk/call to schedule a conversation.
