If you want to make your recruitment company stand out, you’ve got to market it well.
But how can you do that?
Marketing is largely about providing value and staying top of mind so that when your clients are ready to recruit, they think of you. To do that, you need to share high-value content that people actually want to consume consistently. We’re going to show you how to do that in four simple steps.
Step 1 – Understand Your Audience
While marketing might seem like talking about yourself, it’s actually all about talking to your audience about the things they’re interested in.
To create relevant, engaging content, you have to know what makes your audience tick. That means spending time talking to your clients and figuring out what’s bothering them at the moment, whether that’s the time to hire or the lack of skilled candidates in the talent pool. Once you’ve done that, you can start to build up a picture of the topics that come up a lot and build a strategy around addressing them.
Hot tip:
Make sure you keep notes of which clients are struggling with what so that you can segment your email lists and offer them tailored content.
Step 2 – Create Cornerstone Content
Once you know the topics that need addressing, it’s time to start making content. This can be anything from an in-depth salary survey to a half-hour webinar, but our recommendation would be a long-standing podcast series. This allows you to connect with leading people in your niche while you create content, giving you business development opportunities in the process.
Hot tip:
Whatever format you choose, your cornerstone content should feature high-quality insights and a professional production value to help you stand out from the crowd on LinkedIn.
Step 3 – Break it Down
Your cornerstone content feeds your wider marketing ecosystem. You can repurpose content into clips for social media, blogs on key topics, or insightful emails. By turning the highlights of each episode, webinar, etc., into different formats, you make your content digestible and accessible. You can also share it over a longer period of time, helping you stay top of mind throughout your clients’ buying journeys.
Hot tip:
Smaller pieces of content have the added benefit of being sharable, particularly on LinkedIn. You can tag any guest contributors in each piece of content and hijack their audience in the process, putting you in front of more potential clients.
Step 4 – Gather Some Feedback
Once you’ve been putting out content for a couple of months, you should be able to use your analytics to get a sense of what’s working and what isn’t. This will inform your marketing strategy as you educate your audience on your solutions. Done well, it will also spark ideas for further content. Once you’ve gathered enough feedback from your audience, you can begin the entire process again in a self-sustaining loop.
Hot tip:
Keep a close eye on what people say in response to your content. If a particular topic seems to resonate with them, create more content around it and answer any questions they may have had. Try using different formats to reach as many people as possible.
Still want to know more?
Contact us for some more personalised content help, or follow us on LinkedIn for more content.