The importance of a good content strategy for recruiters when using social media
As search engines have become increasingly complex and social media ever more pervasive, the way recruiters reach out to candidates has changed.
In fact, the way many brands approach customers has shifted in the same direction – online marketing is no longer about broadcasting your message, but is instead about publishing it in a way that allows your audience to find it for themselves.
This is never more apparent than on social networks, where sharing content is one of the fundamental uses for each of the main platforms, whether it is multimedia-specific like Flickr or Pinterest, or content is an add-on like on Facebook, Twitter and LinkedIn.
Rather than reaching out to individuals, the best results are now achieved by being ‘found’, and by appearing in candidates’ search results so that they come to you – hence the term ‘inbound marketing’ for much of this content.
What is content marketing?
In essence, content marketing consists of creating some kind of content, with the intention of using it as an online marketing tool.
While that might sound obvious, it’s worth remembering that ‘content’ can be anything from a plain text blog post or press release, to an infographic, podcast or viral video.
The defining feature is simply that the content is produced for marketing purposes – but by making sure your content is also entertaining or educational, you can increase the chances of more people sharing it amongst themselves, gaining you some valuable online or real-world word of mouth.
Content marketing for recruiters
Historically, marketing has been a siloed function for many recruiters, and you may lack the in-house expertise to expand the role and overlap it with other departments like HR and finance.
By working with a specialist consultancy, you can make sure that you have real purpose to your marketing communications in all forms, including content marketing.
The internet makes it easier than ever to track the number of impressions an ad gets, or the amount of traffic it generates, allowing you to set tangible objectives even for a campaign taking place in the digital world.
Using such Key Performance Indicators, or KPIs, you can set out the parameters of your campaign from the outset – such as the number of new candidates you want on your books, the number of interviews you want to schedule, or the number of new placements you want to achieve.
The Good, the Bad and the Bebo
With the right third-party advice, planning and measurement of your campaign, you can create a clear idea of the content you will use on your chosen social networks, whether you stick to the more ‘professional’ CV-based sites, or venture out into the more casual throngs of Facebook and Twitter.
It is essential to set the right tone – many brands are noticeably more light-hearted on social networks, and this can help to deflect negative publicity while portraying recruiters as approachable for high-calibre candidates.
At best, social media and content marketing can vastly increase your brand awareness and positive perception; but at worst, it is easy to stray into a sensitive topic area that is out of your depth.
Finally, remember to move with the times; infographics are still around, but in nowhere near the numbers they were in the early 2010s, and this and trends like it raise both challenges and opportunities.
By adapting your content strategy to changing usage trends on social networks, you can remain relevant on all of the platforms you target – and avoid becoming obsolete like older social networks such as Bebo.