When growing a recruitment business you probably don’t want your budget to be allocated to SEO and content. Nevertheless, quality SEO-friendly content can considerably pay off – that’s why we came up with a few tips for recruitment professionals to grow their brand presence with budget-savvy tactics.
Determine Your Most Cost-Efficient Types of Content
Content is a vast term that encompasses copy, videos, images, ebooks, infographics, etc. you have on your website, blog, social media platforms, emails, brochures and any campaign support. You first need to understand where your target audience eats, sleeps and breathes and where the majority of your traffic (according to what your goal is) comes from.
There are so many various types of content support available now that you cannot cover them all, especially during the early days of your business. Pick a few that you know are cost-efficient and focus your energy on these instead of losing your mind trying to follow every single trend.
You Don’t Have to Do it Yourself: Don’t be Afraid of Outsourcing
If you don’t have the time, skills or patience to focus on content, it can be expensive for you to take care of your content yourself – in that case: outsource the job. Freelancers are easy to hire at really competitive rates on platforms like PeoplePerHour, Upwork or Freelancer. Make sure the person understands your brand, your mission and your values, and that they adopt the correct tone of voice.
Get More Mileage out of Your Content
There are two types of content: evergreen, that you can tweak a bit and reuse, and timed. Try to aim for a nice balance between both types. When creating content, research is often what takes the most time, so re-using existing content will save you a lot of time. For example, why not turn older content into a video, an infographic, or even a podcast? Or update an article or ebook with new figures and compare them to the previous set of data you’ve used.
How to Hit the Right People
An easy way to improve your SEO is to add links (to internal and external content) and to use the correct keywords (the words your target audience are going to type into Google) repeatedly throughout your website content. The best tool to understand which terms are the most popular for your offer is Google Adword Keyword Planner.
Encourage Guest Posts
Encouraging guest posts on your website is free and acts as a win-win situation. You gain great content and your guest poster gains valuable back-links. Scan LinkedIn for blog writers or contributors to Pulse and engage with them.
A Picture Says a Thousand Words
Most people’s attention is caught by something visual rather than by lots of text. Try to turn a paragraph or some data you want to get across into an image, a graph or an infographic. If you don’t have a graphic designer, you can either hire a freelancer (same tools as the above mentioned) or use simple and cheap or even free tools to help you create imageries (GIMP, Piktochart, Canva, SlideShare).
Answer Questions and Solve Problems
Your content should warm people to your brand and inform them about things that matter to them. You must solve their problems and answer their questions.
How do you do this? Simple. Create buyer personas.
Buyer Personas are fictionalised versions of your ideal customer or prospect. List out what motivates and concerns them. For example – someone who is looking for a new job will want to understand the process and how to be the standout candidate. This will involve questions around ‘how do I update my CV?’, ‘What info do I remove from my CV to stand out?’ as well as thoughts and feelings about the interview process. Adapt this content to the individual persona. Are they senior or entry level? Are they an IT contractor with 20+ roles or someone who has worked for 10+ years at their present employer. Building detailed profiles of your prospects and writing solely for them is critical.