The key thing to decide is who the blog is for. By which I mean are you writing it to solve “what if”/”how do I”-type questions that search engines may soak up in their never-ending quest to serve up the best content for their users? Or are you looking to build a content base people will engage with and contribute to?
OK so the obvious answer is you might like to do both, but in practice, the latter is much harder to do than the former. That does not mean you should not try, but be aware and do not get disappointed in the early days. In the case of RecruiterWEB, our blog is set to be an information giveaway, so we do not even have the comments section active. Over time, we have found that this is the best way to not end up with spam comments in our blog, from Viagra sales people to those wishing to sell timeshares in Malaga. The information we give away is intended to help recruiters, job boards, and career site operators grow the know-how for all things web; the posts are pretty self-serving, so genuine comments would most likely just be words of thanks.
Who, what, when, where, why, how blogs and search engines
Google has made quite a bit of noise in 2016/17 that they like to index content that solves the what if, how to, why will, etc. type content. The desire to be top for this comes from the queries they see for these terms in their index daily. So how does that translate for recruiters? Well, here are a few ideas we have seen work well:
- Blog posts that answer the “what is” about your recruitment sector niche
- Blog posts that explain training trends in your niche
- Blog posts that cover legislation changes in your niche
- Blog posts that answer how to get into your niche
- Blog posts that explain the predictions for your niche
If you can also link these blogs to key people at your company, like the recruiters themselves, then so much the better; you will grow their personal brand by associating them with quality information.
Employers and internal recruiters might want to look at the same subjects, in addition to which they might like to have posts on their careers sites that cover the following:
- A day in the life of your CEO
- How your business sector fits in the world
- Why your business sector is the best place to be
- Why people get promoted
- How people are chosen
Job boards could look for all of the above, including blogs about specific recruiters and/or employers who use their services, plus the following:
- What job seekers look for online
- How to engage with job seekers in 3 seconds on a mobile screen
- How to write your jobs advert for webspiders
- How to write your job ads for job seekers
- Job seeker habits & trends
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Please note I am Dyslexic, and in my form, I am blind to grammar, and sometimes I get my fors and fours etc backwards. Please keep that in mind when you read my work.
Best, Darren Revell, founder, RecruiterWEB.