Why guest blogging needs to be part of your recruitment marketing plan
One of the overall aims of recruitment marketing is to increase brand awareness so that:
- You are the recruitment agency employers call when they are looking to recruit
- You are the agency top quality candidates register with when they are looking for a job
- You are the agency big billers want to work for
So how does guest blogging help you to achieve these goals?
1. Guest blogging extends your reach beyond the readership of your own blog
Target relevant industry specific blogs that your clients read and you can tap into an audience who may otherwise never have visited your website. Obviously it depends on the search phrases your site is optimised for but the majority of visitors to recruitment websites are likely to be active job seekers. There are all sorts of stats out there on why passive job seekers are more attractive hires and why you should be using your content to target them instead but I’m not here to advise on whether or not that is the case.
What I will tell you is this, candidates become clients when they are impressed by their candidate experience and that should definitely be part of your recruitment marketing strategy but it takes time and depends on their seniority. Getting in front of hiring managers and demonstrating your expertise is a quicker win.
2. Being published on a third-party site gives you extra credibility
It’s not just you and your recruitment agency that thinks what you have to say is useful and interesting. Someone else has agreed to publish it on their site. That means something. That holds sway with readers.
For example, we at BlueSky PR may be sent a number of requests from recruiters and recruitment industry suppliers to publish their content on our blog but we have a strict set of criteria that any content has to meet before we will agree to post it. This has to be original and must be relevant to the recruitment, HR and talent management sectors. Every blog you approach will have a slightly different set of criteria but those two are pretty standard.
3. They’re great for inbound recruitment marketing
As marketers we are all looking to increase our website traffic and, even more so, our conversion rate. At the end of the day, we want a tangible result that we can measure to demonstrate the effectiveness of our marketing activities.
A blog is much more likely to let you include a link to your own website than say an article mentioning you in the FT (not that we don’t all want that as well, but that’s a different story for another post). If you’re lucky they may even let you include a link to a piece of gated content on your site.
Use a trackable URL and you’ll be able to see directly how much traffic your post generated and how many of those visitors went on to convert to clients or candidates.
4. It gives you material you can use in your business development
This goes for media coverage, whitepapers, reports etc. as well. But media coverage and guest posts in particular, because of the additional third-party credibility I discussed above, are great conversation starters. You can subtly bring them up in conversation at a conference, or on the phone, or you can include a link when you’re emailing a warm lead to help seal the deal.
It’s no coincidence that I’m writing a guest post for TRN promoting guest blogging. Guest blogging and PR are a big part of our marketing plan here at BlueSky PR. Why? Because they get us in front of a wider audience (hello it’s nice to meet you for the first time). Because they add third party credibility to our insights and advice. And because we like to practice what we preach.
Author: Jennifer Wright, Head of Group Marketing at BlueSky PR – experts in recruitment PR, marketing and communications