How to write recruitment content
Writing recruitment content can be a little tricky. You’ve really got to understand your audience and your target industry.
You also need a little creative flair to make sure you stand out from the crowd. After all, there are a lot of recruitment agencies out there! Therefore, you must show some sparkle if you’re going to be a success.
Luckily, sparkle is our speciality. We’ve got years of experience in the recruitment sector and a wealth of content marketing know-how that can help you. 86% of HR professionals believe that recruitment is becoming more like content marketing, so why not listen to the experts?
Here, we’ll tell you everything you need to know about writing recruitment content, and perhaps even inspire you to write your own. Get reading!
Writing recruitment content: The basics
You might not think that a recruitment site is the best place for creative copy. However, we have to disagree.
To attract and engage the best candidates in your competitive market, it’s recruitment content that will make you stand out from the crowd.
That said, your recruitment content has to do several things:
- Get results from organic search
- Attract the right candidates to the position
- Convince potential candidates that the role is appealing
- Deliver the facts
That’s a tall order for one piece of content, but it’s achievable if you set your mind to it. You’ll need a great brief and a rigorous editing process, but by the end of it you’ll have some top-notch recruitment content you can be proud of.
3 types of recruitment content
Recruitment content is not just an endless stream of job descriptions, it can be much more than that!
We could write a whole other blog about the different types of recruitment content (and we probably will at some point). However, here are our top three types of recruitment content and why we think they’re so great.
1. Short and snappy social media posts
These are an essential weapon in your recruitment arsenal. They grab attention and help you build a following – even among individuals who aren’t currently looking for jobs.
They’ll hook your readers in and help them remember you when the time comes to look for a new position. This type of content also shows off your brand’s personality – always a bonus for encouraging people to join your team!
2. Relevant recruitment blogs
If you are a company looking to recruit new team members, you should use your blog to introduce yourself to prospective hires.
Yes, the majority of your blogs should relate to your customers. However, if you don’t bring new people into your team, how many customers will you have?
Blogs are a great way to give prospective employees information about your team. They allow you to go into greater detail about why your company is so great. It doesn’t hurt for your customers to read that either!
They can also help you establish your brand as an authority in the industry, this will inspire both customers and recruitment candidates to join your company.
Plus, recruitment blogs give you a great SEO boost – it’s a win-win situation!
3. Quality quotes and case studies
Case studies are great tools for your customers, but did you know they can work for candidates as well?
If you show examples of people going through the hiring process and describing what a fantastic place your company is to work, they’ll be much more likely to apply.
Candidates trust employees 3x more than employers to provide truthful information about a company, so make the most of this!
Tone and style tips for recruitment content
Your recruitment content must reflect your brand identity and your company culture.
1. Be realistic
The tone and style of your recruitment will influence the perception of your brand and could be the deciding factor in whether candidates apply or not.
To get your brand voice and style right, think about the company image you want to project and what your current working environment is like, then merge the two together.
2. Stand out
Try to make your written recruitment content distinctive and fresh. If you don’t, you might struggle to get noticed in your field.
Candidates often find that many brands merge into one during the job-search process. So, you need to do something distinctive and memorable.
One great example of an individualistic recruiter is Innocent Smoothies. In its job ads, the company uses fun puns and phrases like “put the passion into passion fruit”.
This accurately showcases its quirky and exciting brand, makes you snigger, remember the ad and come back to the site in future – genius!
3. Think about formatting
Candidates don’t want to read essays. They just want to know what the job is and if they’re right for it.
So, you should keep the prose to a minimum and front-load all of your important information. This is great for mobile audiences – and that’s important because 45% of candidates look for jobs daily on mobile devices.
Use bullet points to identify key requirements and try a few different headings to help make the page more manageable. For instance:
- Job specification
- Required qualifications
- Desired experience
You could also try writing a ‘day in the life’ style job description, rather than an endless list of responsibilities.
This will differentiate you from other recruitment sites and help prospective candidates picture themselves in the role. This will help them decide whether it’s the right job for them and will ensure that you only get qualified applicants. Trust us, this storytelling can make a huge difference!
How to write recruitment content in 4 simple steps
So, we’ve covered the basics about recruitment content. Are you ready to start writing? Use this simple step-by-step guide to help you on your way.
1. Work out who your audience is
Are you just looking for prospective candidates or are you an agency looking for new clients, too?
All too often we see brands trying to reach both these audiences with one piece of recruitment content. Sadly, these audiences are so different that this approach never works. The marketer ends up sending out mixed messages and falling flat.
To avoid this, identify who your audience is for each piece of recruitment content. Use audience personas to help you target different segments within those audiences and their place in the sales funnel/customer journey.
2. Choose relevant and engaging topics
You don’t want any generic, boring content on your site. Try to think of new angles and perspectives that your audience personas will find interesting.
Then, you need to make it all about them. Your readers need to see how each piece of recruitment content relates to them and their future at your company. You can do this through three quick changes to your approach:
- Include them by using direct address (you, you’re etc.)
- Demonstrate how you can help them and provide future opportunities
- Prove that they’re already valuable to you and would be a great asset
This will help readers engage with your recruitment content in a new way, and encourage them to continue with the hiring process.
3. Use recruitment tech to gain insights
Technology has revolutionised the recruitment industry. Use it to your advantage when creating recruitment content.
Gain insights into your audience, offering and potential drop-off points in the recruitment process. Use your written content to plug any gaps and support your candidate’s journey through your site.
4. Think about where your content is going to go
Where your recruitment content is going to end up will affect the direction, length and style of the piece. So, you must have a destination and CTA in mind for that content before you start writing.
For example, a piece on LinkedIn or Medium might attract a more professional audience with a working knowledge of the recruitment industry. Twitter content, on the other hand, is more top-of-funnel and used to attract candidates so it doesn’t need to be too serious, it just needs to make an impact.
LinkedIn is a social media must-have for recruiters, and it’s just common sense to have a Facebook account – it will automatically make one for your business anyway.
Other channels such as Twitter, Snapchat and Instagram are a judgement call for your brand. Just ask yourself if the people you want to target are on those channels and can you consistently populate them with interesting content?
In addition to social media, there are many other distribution methods including email marketing, post, job sites, forums and more. Each will affect your content’s direction, so think about this carefully before you start writing.
After you’ve considered all of these steps, you can start writing using our tips for awesome content. This will ensure that you have truly top-notch recruitment content that will have a great impact on candidates, customers and clients. Who would turn that down?