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Last month we ran a live training class on creating a lead generation system for your recruitment company. We shared a process called The Lead Generation Triad which we have developed over the years; when you implement all the parts consistently, leads will arrive in your business 👍💥
One part of the process is the content machine which enables you to build authority and credibility in the market.
Content is a huge convincer of your expertise and that you are able to do what you say you can for both candidates and clients.
So, what exactly is authority content for recruiters, and why is it important?
What Is Authority Recruitment Content?
Authority content is marketing collateral and material that positions a recruitment brand as an expert in their sector to; candidates, clients, AND any new talent they want to attract.
This content provides valuable insights, ideas, and solutions to the problems that both candidates and clients have when it comes to moving jobs and building their careers or attracting engaging, and building a team.
The fact is in the B2B world, where decision-making is often based on trust and credibility, authority content plays a crucial role in attracting, engaging, and converting potential people to your brand.
Authority content will establish you and your brand as a thought leader in your sector. That might be THE construction recruiter in Manchester or THE legal recruiter in Leeds.
It helps you stand out while at the same time differentiating yourself from your competitors.
Examples of Recruitment Authority Content
This type of content includes reports, guides, whitepapers, case studies, webinars, email campaigns that add value, videos, podcasts, blog posts, research reports, salary, and workplace surveys.
This collateral is longer-form, in-depth, and highly focused on a particular topic or issue that a candidate or client might have.
It provides detailed information that helps your clients and candidates solve their problems or make informed decisions about their next steps.
This post and podcast are an example of authority content.
So is our on-demand email training class and the various reports and videos you will find on our downloads page here.
Fact: Authority Attracts Quality
One of the main benefits of authority content is that it attracts high-quality leads, the best clients, and candidates to YOUR business.
Why?
Because this type of content is focused on providing value and solving problems, it tends to attract people who are actively searching for solutions to their challenges.
By creating content addressing these issues, you can position yourself as the go-to source of information and expertise, leading to increased brand awareness and a more engaged group of candidates and clients.
This content style will help you establish trust and credibility with your target audience; think of ideal client and candidate avatars.
When a recruitment or search company provides valuable insights and solutions to problems, they demonstrate that they understand their sector at every level.
The challenges candidates have to develop their careers and how the biggest issue for clients is attracting skilled people who stay in the current climate.
This logically builds trust and credibility.
Why?
Because when your audience sees you adding value, reciprocity kicks in, and they are more likely to start responding to you. For instance, opening emails and answering your calls.
This then leads to increased placements and more interest in your recruiting brand.
3 Elements of Effective Authority Recruitment Content
To create effective authority content, recruitment and search brands should focus on three key elements: relevance, quality, and promote it!
Relevance
Relevance means the content should focus highly on your candidate and client’s needs.
If you don’t know what they are, ask them!
Make sure it answers the questions going on in their head.
When you do this, you will stand out head and shoulders above other recruiters in your sector; trust me I see some pretty irrelevant and unhelpful content out there so it isn’t going to be that hard.
When you do this, you will start to create your own tribe of followers because your relevance and value shine through.
Quality
Quality refers to the overall quality of the content itself. Authority content should be well-researched, well-written, and useful; and delivered in an easy-to-digest format.
I know this might sound cheesy, so ensure your formatting is easy to read.
I know I am a writer; spell and grammar check your work.
I know even the best of us can have the odd apostrophe missing or weird typo, and when your work is littered with mistakes, your credibility goes down the toilet fast.
Break it up with subheadings, as I have in this post, which leads people logically through the post and sequences your content.
Notice I gave you a definition first, then an example of content and the many benefits using it will give you.
Make sense?
If you have ever read an article and struggled to understand what they were ‘trying’ to communicate this was probably why.
Promote Your Content Every Where Your Candidates and Clients Hang Out
I know this saying from a field of dreams is often misquoted, and “build it, and they will come”- isn’t true.
You have to promote your content consistently everywhere your sector hangs out. The good news is that most of the content you can use in the recruitment sector is evergreen. In other words, it won’t date significantly over the years.
So, guess what? You can share your content multiple times over a few years; yes, you read correctly.
Use a variety of channels to promote your content, including social media on all channels, not just LinkedIn. Your website, Youtube, iTunes, and your email list.
Authority content in the recruitment sector is a powerful marketing tool that can help you stand out as you establish yourself as the go-to sector recruiter to be working with.
How We Can Help?
Did you know that as a member of Superfast Circle, we provide you with all the authority content you need? It is written for candidates and clients by a trained copy and content expert.
For less than a pretty average placement fee, you can become a member and get an R.O.I. on your investment in a matter of weeks. If you want to have a quick chat, book a call with one of us here.
