Complete Guide to Content Marketing for Recruiters & HR Folk – Part 2

recruiting management systemIn part one we looked at what content marketing is, why recruiters and HR folk should get involved, and how to build a content marketing strategy that ensures you’re successful.

Going from strategizing to actually writing content can be daunting though, and it can be difficult to know where to start.

Not to worry. In this part of our guide we look at actually writing top-tier content – sharing tips, tricks, tools and overarching best practices that will help turn even the most reluctant recruiter into a budding wordsmith.

Here goes. For the best, free recruiting management system – use Recruiteze! Click here to recruit easier!

Articles, Infographics and More

Articles are great – they’re informative, narrative, and give you a chance to really develop your voice and point of view, but they’re far from the only type of content out there.

A more varied content mix can be a great way to increase engagement, and can save a lot of time compared to writing an article. Plus, once you’ve written one great article, you can re-purpose it a multitude of ways – hitting your content goals without having to constantly generate new ideas.

Here are ten other types of content to consider.

1 – Videos

Videos used to be the sole domain of the professional filmmaker, but it’s much more accessible now everyone and his brother owns a smartphone. Try making a ‘Recruitment Tip of the Day’ video, or film your team night out to show potential new hires how much fun your office is.

2 – Photos

Visual content gets 94% more total views than simple text content – need I say more? Uploading pictures is quick, easy, and the benefits are clear. Get on it!

3 – Gifs

Photos’ more frivolous older brother, a gif can be a funny, quick way to express your brand personality. Try making them for free with Makeagif.

4 – Slideshare

Creating a Slideshare presentation is a simple step-by-step process, and proven to work really well. You could make a Slideshare detailing your hiring process, for example.

5 – Infographics

A super popular form of content, infographics can feel intimidating to create if you’re not a designer. They needn’t be though – there are loads of tools to make the process simple, and the rewards and well worth it.

6 – Quizzes

Quick, easy, slightly trivial but highly engaging – that’s the quiz. A great way to drive engagement. PollMaker is quick and easy.

7 – Interviews

Think industry influencers, key figures in your company, HR leaders – anything that potential candidates would find interesting and relevant. Post as audio, video or text, or re-purpose as a Slideshare, or an infographic. You get the picture – once you’ve got it, milk it.

8 – Original Research

If you have the resources, collecting and publishing research can pay dividends in terms of building your reputation and credibility.

9 – E-Books

Although an e-book takes time, it can be a fantastic way to give comprehensive information about a topic and assert your company as a thought-leader. Plus, you can collect email addresses from people who download it, and then feed them into and nurture them through your CRM. Creating downloadable content has really tangible benefits in terms of lead generation.

10 – Case Studies

Creating a case study allows you to assert your value without seeming overly self-promotional, making them a powerful attraction tool. Recruiters could construct a case study of a candidate they’ve helped, for example, while HR leaders might create a case study of a new hire in their first week on the job.

Actually writing articles is likely the meat and veg of your strategy though, so let’s look at some writing best practices.

Writing Awesome Content

recruiting management system“I’m not a writer”. “I can’t write”. “I failed English at college”. Get those thoughts out of your head. Anyone can write – you just need to know some of the best practices.


Your headline is one of the most important parts of your article, and will determine whether people read your content at all.

It’s more of a science than an art, and there’s research to tell us exactly what makes a clickable headline.

Focus on the benefit – Tell readers WHY they should read on

Make them curious – Intrigue them

Stand out – Grab their attention instantly

Be direct – Single them out; refer to them as ‘you’

Don’t be misleading – Make it clear from the title what to expect reading on

Be simple – Don’t use complicated words when a simple one will do

Ask a question – Challenging the reader with a rhetorical question works well

Imply urgency – Prompt people to read on, and read on now

Shorter is better – 65 characters is the limit for Google search results

Make it sound easy – Simple tips, hassle-free method – you get the picture

Use keywords – Get your primary keyword into the title for SEO purposes

Use interesting adjectives – Stand out from the crowd and grab attention

Throw in a statistic or number – Odd is bette