Building a personal brand
It’s becoming more and more important these days to give your business a brand, so people associate a face with it. Building a company profile allows you to showcase the ethos behind your business, and how you can provide relevant services or products to your customers. From an employee point of view, by personalising your business you can give an insight into your core values. If you promote the fact that your business takes mental health in the workplace seriously, for example, then potential employees will be attracted to this.
Blogging is a perfect way to highlight your personal brand. By talking about your company and its culture, you’re giving clients a deeper understanding of your business. This means that when you’re looking to recruit, you’re more likely to receive referrals through clients promoting the benefits you offer to your team.
Behind the scenes
Many businesses are ‘closed doors’ and try to keep all their strategies secret. Blogging, however, is ideal for showing how the business operates on a day-to-day basis and can make your company a lot more personal. As well as showing the great results that your business is achieving, blogs can take a deeper look into what working for your business would actually be like.
Your usual promotional material that you send out to clients won’t include your Corporate Social Responsibility strategy, or those hours that your staff are given to devote to helping a local charity of their choice. By allowing different members of your team to put together blog articles on subjects of their choice, you’re giving them the freedom to rave about how great it is to work for your business.
Better results on Google
It’s important to understand that blogging can play a huge role in increasing your visibility in search engine results pages. Google likes websites that are regularly updated with relevant, engaging content that will be valuable to readers. What better way to do this than to write regular blog posts on interesting topics?
It’s also worth remembering that blogs are great for potential clients and employees too. If you’re advertising for a vacancy, but your website hasn’t been updated in well over a year, potential employees may think your business is not at the forefront of the industry.
Blogs are great for engagement
Content creation is a great tool to help recruit diverse people within your business. By creating regular blogs on the niche topics within your industry, you will be seen as the ‘industry leaders’ and the go-to company for advice and expertise. Whilst this is great at attracting new potential clients, it’s also a great way to get ahead of your competitors. You never know, your next employee could well be someone who is currently working for a competitor but likes the culture of your company more.
Encourage your employees to share the content that you’re blogging about too, as this will really help to increase the reach of your content. By creating blogs that resonate with them, they will naturally become brand advocates and help to spread the word about how great the company they work for is.
Use LinkedIn’s blogging platform
Whilst having blogs on your website is a great way to encourage engagement, consider using external blogging platforms too. LinkedIn is a great way to build connections within your industry, and by posting regular content your posts will reach a wider audience. LinkedIn has its very own article section too, where you can create and share blogs, boost brand awareness and connect with your audience.
You never know where a connection and a share of your post may lead. If you’re stuck for content ideas, @ProWritingAid recently shared a great tool – Answer The Public. This site collects data in a way that helps writers find blog article ideas by collecting phrases people use in online search.
What attracts talent?
Writing content for the sake of it is not going to attract top talent to your business. Think about when you browse other websites. What style of writing makes you stop and read? The style of writing is just as important as the topic you’re writing about. This is why it’s often a good idea to have input from different members of your team when putting together a content strategy. You could even do a monthly blog showcasing one person from each department and explain their journey into their current role as well as what’s involved in a normal day in the office for them.
Putting yourself in the shoes of potential candidates is also a great way to ensure you create relevant and engaging content. If you were looking for a job within your company, what else would you like to know? Do you want to know some of the big clients you work with, or would you want to know about the reward schemes and flexible working opportunities?
Content in the form of blogs really is the best way to connect with your audience and attract top talent to your business. The key is variation and providing something of value. By creating content that resonates with your target audience you will start to build long-term relationships with the right people, helping your business to grow.
If you would like any help with your recruitment strategy, please contact the team at Atkinson Moss and we will be pleased to help.