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Creating Content for Candidates

For years now, recruiters have been told they need to think more like marketers. Most of the time this is followed up with a conversation about how to invest in marketing automation tools to engage and nurture candidates. Rarely, do I see content discussed, and it’s left me wondering why.

Maybe it’s because most agencies don’t have the time to write content or maybe it’s not as appealing as automation. Whatever the reason may be, I rarely see agencies (aside from large ones) creating content with a predictable frequency, and I’m disheartened.

Content is the driver of all marketing activities

I get it. Writing is time consuming. It’s tedious, and it’s hard to quantify its value. But, it’s a necessity. Content can help support multiple areas of your business, including business development, candidate nurturing, and brand awareness. It’s also a great equalizer when you’re a small business competing with larger agencies.

While I know it can be challenging to commit to creating content when you’re already wearing multiple hats, it’s an absolute necessity if you want to grow your business.

Decide which topics to cover

In my experience, getting started is the hardest part especially when you’re fearful of choosing the wrong topic. This is something that most content marketers agonize over; however, it is a lot better to create something than do nothing.

If you’re still feeling stuck, there are two approaches I use when choosing what to write.

  1. Write about something you know: It’s a lot easier to create content on a topic you’re knowledgeable about because you can draw on your past experiences. At the end day, content consumers just want to learn, and sharing your knowledge is great way to educate your audience.
  2. Identify which topics are trending: Check out your newsfeeds, identify recurring themes in your candidate conversations, or use a tool like Google Trends to identifying rising topics. Then, research the subject thoroughly before writing.

Regardless of which path you choose, always write with your target audience in mind. Put yourself in your candidates’ shoes, and think about what they would like to see. Your content can be about anything — how to prepare for an interview, negotiating salary, or which questions recruiters can’t ask. The possibilities are endless as long as you write with the candidate in mind.

(Editor’s Note: If you’re still feeling uninspired, check out HubSpot’s Blog Idea Generator. I’m not ashamed to admit it has helped me out more times than I count.)

Nurture candidate relationships with content

Once you start building out your content library, identify areas where you can use it. Specifically think about the different stages in the job search process.

Now, go out & create

While it makes me incredibly happy that you have now read this blog in its entirety, there is nothing more I want from you than for you to leave. Seriously, close this tab and create content of your own. When you’re finished creating something, whether it’s a blog, video, infographic, or podcast, I hope you come back here and share it with me. I would love nothing more to see what you created and share with the rest of our readers.

Good luck and happy creating!

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