Recruitment marketing is hot at the moment as the increasing number of recruitment companies compete to get their brand out in front of their ideal candidates and clients.
Content is an incredibly effective way to do this too.
And today we’re going to talk about content and particularly how you can use the content you have; how you can distribute it and get your brand presence out there, so you make an impact – and that way people will choose you above other recruiters.
This post has been transcribed from the podcast recording so excuse and rogue typing errors!
Now, let’s talk about leveraging your blog content.
If you have been around for any length of time, you’ll know content marketing is critical to elevate your brand presence. It’s also becoming more and more critical because if you want to really scale and grow, people are looking for you to demonstrate that you’re a thought leader.
So, let’s just think about this blog content. How do we get it out there, how do we distribute it, and how can we use it?
Today – and this is something that we do with our Superfast circle clients – today I’m going to share ten really easy things that you can do with your content to start getting your brand name out there. So, let’s go…
1. Ask Consultants to Share Your Content on LinkedIn
The first one is to get your consultants to share your content on LinkedIn.
Now, listen up here: don’t accept any excuses for them not doing it. Put it as part of their objectives if you have to, it’s so easy to do.
All they need to do is pick a blog post, maybe once a day. Go along to your website, click on the share button, and literally it’s as easy as that. Click, click, click, and they’ve shared a post onto LinkedIn.
Obviously the really good ones will write a sentence that goes with it that you can share it too.
Imagine if you had all your consultants doing this? Let’s say you have got ten consultants and they each do it every single day. That’s ten additional shares that are going out there onto LinkedIn that can make a difference.
And extrapolate that over a year.
What a phenomenal impact that can make – because, of course, your consultants will be connected to different people as well.
2. Add Your Post As a LinkedIn Article
The next thing that you can do is you can add it to LinkedIn as an article.
Not a lot of people really do this, but when you go to your LinkedIn profile, and you want to make a status update, there’s one part on the left-hand side that says ‘create an article’.
If you click that, it will open something that looks like a word document, and you can literally copy and paste your blog post into it. Change the title slightly have a compelling image, and you’re good to go!
3. Link and Share: Everywhere
You can even link back to your website. Originally when LinkedIn added this feature a few years ago, it would notify you when people posted and then it stopped for whatever reason. And it’s just started again. So, if you do that today, you’re going to get your content out to more and more people.
Once you’ve posted your content, it will ask you ‘Where else do you want to share this?’ And you can share it into groups, onto Facebook, and into your network. Most people miss this part out.
This is what is so key about distributing your knowledge out into the market. So make sure you do that.
Of course, you can use some of the blog content; you could even grab a link for it. You could even use it in LinkedIn messages that you send to people as well. Again, that option is underutilized, but it is key and will make a difference for you.
4. Use Your Posts and Articles in Your Emails
Now, something we do for our content marketing clients over at Superfast is, unlike most people, we create a blog post that’s written according to the need of that particular client’s market. And then we also write an email that goes with it.
Our clients can then send the email out, and that helps drive people to the blog post where they read the full version.
5. Create a Mini-Campaign
You can use the content in a campaign too.
So, if you have a blog post that, let’s say, was slightly longer than usual, you could use it to create a mini-campaign.
By sequencing two or three emails that link back to the blog post you can develop a short ‘marketing funnel’ to give you a campaign that you can send out to clients and candidates, and that’s going to make a huge difference too.
6. Give Posts to Your Clients and Candidates-It’s Useful
Now, something that a lot of our clients do is they have content created, and then their consultants send it out to clients and candidates to help them in whatever part of the recruitment process they’re going through.
So, let’s say it’s a candidate; they’ve got a challenge around interview confidence or interview skills – they could refer to some of that content you’ve got on the website, meaning you can leverage this existing content and provide added value.
7. Add It to Your LinkedIn Feed
The next one is, of course, you can add it to your LinkedIn feed.
You can do this in an automated way, of course. But one of the great things that you can do on LinkedIn is in your actual feed; you can copy and paste part of the blog and then say something along the lines of, “If you’d like to read more on this, here’s a link that you can follow to read the full article…”
8. Add Sections of Content to Your Company Page
You can do the same on your LinkedIn company page as well.
Now your blog content will be, I’m assuming, written for your clients or candidates to help them in their recruiting or career journey. And they will access different mediums, not just your website, but different parts of the online world. It might be they’re accessing it through a podcast.
And if they’re listening to it as a podcast, it might be through a YouTube video. So, something else to consider is to record a video or a podcast.
9. Embrace Technology
One of the reasons I started this podcast is I’ve always been an avid listener to podcasts and video, but particularly podcasts. So, when I’m driving to work in the morning, if I’m out walking the dog, I can listen to content, and upscale my learning.
And it’s the same for many people.
Imagine if you’ve got a blog post, you could record it onto a podcast, or you could record it on a face to camera video, or even on what’s known as a ‘screen capture’ video where you can record your computer screen. You’ll see some of those on our website too.
10. Post Posts, Articles or Snippets on Facebook
And finally, you can post your content onto Facebook.
I mentioned earlier when we talked about LinkedIn articles that it’ll give you an option to share content on Facebook, but you can share it directly on Facebook too because – contrary to popular belief – Facebook is still growing and your candidates are still there.
Facebook will also allow you to boost your post or do a paid ad for the post as well.
So, now you know how to get even more eyeballs on your content. These easy ways to leverage your content are, in brief:
- Get your consultants to share it
- Write articles on LinkedIn
- Use it in LinkedIn messages and share into online groups
- Use it in emails
- Create a campaign
- Use it as a value add for candidates and clients
- Add it to your LinkedIn feed
- Add it to your company page
- Record a video or podcast
- Post it to Facebook
I think that should keep you going – these are ways that will really get your brand message out there and the more your message is in front of people, the more likely they are to pick up the phone talk to you.
P.S. Content marketing is one of the most effective ways of getting your brand out into the market. If you want help creating content from expert writers in the recruitment field then get in touch with us here.