Recruitment content: Know your audience

When writing recruitment content, it’s vital to know your audience well and deliver what it needs.

If you don’t, you’ll send out mixed messages and irrelevant content that won’t help you at all. In fact, it could really damage your credibility.

So, how do you get to know your audience? We’ve got a few tips to help you out:

Who are the most common recruitment audiences?

We’re not really into sweeping statements at Write My Site, but when it comes to recruitment you can usually divide your audience into two groups:

  • Companies looking for help with recruitment
  • Individuals looking for jobs

Your priority is to get your messaging right for these two groups. So, let’s break them down a bit:

Companies looking for help with recruitment (clients)

Goal: To find the right candidate for their vacant positions

Core challenges:

  • Insufficient time or staff to dedicate to a proficient search
  • Lacking the industry know-how to attract appropriate candidates
  • Too many solutions to choose from

Your content needs to address each of these challenges. Try to present your company as the solution, without going overboard.

Give your audience peace of mind by demonstrating that you understand its situation, explaining how you have helped other businesses in the past and providing evidence of how you can improve its recruitment strategy.

You can do this by creating several types of content, including:

Individuals looking for jobs (candidates)

Goal: To find their ideal position

Core challenges:

  • Overwhelmed by the number of job sites and apps currently advertising
  • Insufficient time to scour through job listings every day
  • Unsure if a role or business is right for them

Again, you need to address all of these challenges to create effective content for candidates. You must empathise with your audience and demonstrate how your business can provide a solution.

Be sure to deliver important information quickly and fuss-free. Many candidates will be inundated with recruiters contacting them. Your accessible and informative content needs to help you stand out and get your point across fast.

Here are some types of content that work well for candidates:

  • Social media posts
  • Job advertisements
  • Blogs
  • Testimonials

Get to know your audience on a deeper level!

So, you now know the two core audience types for recruitment content. However, to create truly relevant and effective content, you’re going to have to dig a little deeper.

To produce content that they’ll find valuable and useful, you need to know your audience inside-out. To help with this, you should create some top-notch audience personas.

Luckily for you, it’s easy for recruitment companies to do so as they probably have lots of client and candidate data stored away. GDPR shouldn’t affect how you create audience personas too much, but it could be worth checking the rule book.

Here’s a quick guide to creating these for recruitment content:

1) Discover everything you can about your target audience

To find everything you need to know about your target audience, look at your existing customer base.

Use data to discover the key demographics you need to target, e.g. age, gender, job role, location and industry.

Then, look at your website analytics to see how your users interact with your content (and what’s most effective).

You could also try talking to customers directly about your brand. They might well give you a few ideas on how to improve the user experience!

2) Create audience segments

Identify key trends for certain sections of your audience (e.g. HR managers in medium-sized businesses).

Note down all the relevant patterns you’ve noticed from the first step that affect this specific group. Try to map out their customer journey and look for any drop-off points that could be plugged by new content.

3) Build an audience persona

Bring all of your segment’s information together in a ‘persona’.

Give it a name, family and back-story that adheres to the patterns of the segment. Be sure to include your audience’s goals and challenges so you know which pain points to create content about.

Building a persona will help your audience seem more real and allow you to create content that is truly valuable for your users.

4) Update your personas regularly

In the recruitment industry, nothing stands still for too long. Therefore, you should ensure you regularly update your audience personas to account for shifts in industry requirements, or economic and social changes.

You might also gain further information about your audience segments as time goes on. If you do identify any more useful patterns, these should be applied to your personas immediately.

These steps will ensure that your marketing efforts continue to focus on your current audience.

If you really get to know your audience, it will be much easier to create recruitment content that really gives the reader value (and brings them back to your site). Why not try creating some recruitment audience personas today?

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