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Why regularly blogging can attract candidates

Melissa Jones  |  26 May, 2017

Many businesses are only concerned with using their blogs as a way of attracting new business. But did you know that your blog can equally play a key part in attracting candidates?

In the same way that content marketing is effective for generating inbound enquiries, a blog can be used to attract potential employees.  Attracting candidates helps with quickly and cost-effectively filling vacancies. And the larger the pool of candidates, the more likely you are to find someone who is a good match.

Here are a few ways that blogging can attract candidates.

Employer branding

Blogging helps with what’s known as employer branding. This is building your company profile and demonstrating what it means to work for you as well as marketing what you can offer to potential employees.

Blogging builds your employer brand within an industry. The more people that are interested in your blog and your company, the more are likely to be potential candidates. Blogging about your company and the culture, talking about your clients and products or services, and promoting the benefits you offer to staff are all fantastic ways of fostering a positive response in your readers. 

Showing the company from the inside

One thing that blogging can achieve that many other forms of marketing communication cannot, is that it can humanise and personalise a company for the reader. More than just portraying the brand of the company, it can show what working for a business could really be like. Your corporate brochure won’t include information about the team-building day-trips, or the office charity days, or the annual Christmas party. But a blog post is more informal than a company brochure or presentation, and so it’s here that you can put across the personality of your company and portray what it’s like working for you.

Potential recruits can gain a better understanding of the business from your blog posts. And it’s never a bad thing to show the less formal and more human aspects of a business to clients and prospects either. 

Related: Using your company values to recruit

Better search engine results

Each blog post you add is adding several new pages to your website. If you use a content management system, then even more pages will be added for things like categories, tags and archives. Each additional page is an extra chance of being found by search engines.

Savvy marketers know that they can use a blog to introduce new keywords into a website. They use blogging as a way of being found for keywords that they perhaps aren’t using in their main company and product pages.

For example, if you sell software, then the main keywords will be to do with the product you sell, its features and benefits, and how you help the industries you sell into. But adding blog posts is a way of creating pages about less common keywords or keyphrases, such as “cloud IT” or “software security”. 

In the same way, you can use your blog to publicise aspects of your business that may be attractive to candidates. You can use it as a way of marketing to potential recruits by including phrases they may be searching for, such as “jobs in Cambridge” or “engineering sales roles”. 

Engagement with your industry

Each post you write helps keep you engaged with your particular industry or business niche. Blogging keeps you and your company on top of its game because to do it well, you need to ensure you’re always knowledgeable about your sector. But it also draws in potential candidates who are currently working for competitive companies. If you’re writing great content about your market place, then the wider community of your industry will be clamouring to read it. This community could include the network of employees from within your competitors, who represent a terrific source of prospective employees for you. 

Blogging helps give you a competitive edge that shows you’re a reputable company that knows what it’s talking about. That is attractive to candidates; they want to work with the best companies in the field.

Candidates from within your own network

People who connect with you and with your blog are more likely to come from within your own network. That could be your own personal network of contacts, such as family, friends, previous colleagues, and connections on LinkedIn and other social media. Or it could be connections of your staff and the company itself, such as those who follow your business on LinkedIn and other social media, or who interact with you in industry groups.

Interviewing people you are already somehow connected to is beneficial because you may already know something about them, or have trusted connections in common who may be able to provide more insight about your candidate.

Start blogging for recruitment

If you’re not already doing it, then blogging with recruitment in mind can pay dividends.

It’s great for nurturing the passive candidates – the ones who aren’t actively searching for a job – keeping them interested in what you have to say and maintaining engagement levels until they maybe one day convert from being just a visitor into being an applicant. 

Blogging generates increased awareness of your business, showcases what you do, and upholds your industry reputation – and in the process, helps attract potential new employees.

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