These days, it’s not unusual to hear about the many ways companies are using social media as a recruitment tool; however, in the shadow of sites like Facebook, Twitter, YouTube and Pinterest, it’s easy to forget that blogging falls into this category, as well. Despite the popularity of these sites, a recruiting blog remains a simple, but effective – but all too often underutilized – social media recruiting tool.
Like any social media undertaking, however, blogging can be intimidating. Especially if you’re just starting out. So where should you begin? If you don’t have any experience or background with blogging, it’s best to start with the basics and work your way forward.
Four for Starting Your Recruiting Blog
- Decide your “voice”. What is your company’s employer brand? Your employer brand will inform the voice and tone of your blog. A blog offering guidance on how to plant herb gardens has a much different tone than one focusing on health insurance. Draw readers in and make them feel comfortable and ready to listen to what you have to offer.
- Think about your audience. You’re writing with the purpose of attracting and engaging prospective employees, right? Think about the job seeker’s perspective. What would they want to know about your company, the culture and what it’s like to work there? What “behind the scenes” action would they be interested in? Talk about company news, employee recognition events, awards you’ve won, celebrations – the things that make your organization unique and a great place to work.
- Start small. For now, focus on starting small with your recruiting blog. Set an achievable goal of one blog post per week and trade off the blogging duties with your employees. When looking at platforms for hosting your blog, consider using WordPress, which is easy to use and affordable, especially if you’re part of a start-up company or small business with limited time and resources to invest in a huge website.
- Start a conversation. The purpose of the recruiting blog is to connect with readers, e.g., potential candidates. Invite readers to comment or weigh in on your blog topics. Posting a blog that ends with a question is a great way to achieve this. Invite conversations on other platforms, too: Make sure to include links to your other social media pages on the blog’s homepage.
- Enlist your employees. Encourage employees to contribute to the recruiting blog, or use it as a platform to highlight them and discuss their achievements. Who better to vouch for the company as a great place to work than the employees themselves? Pick out high performing employees with a passion for both the company and social media. Create a schedule that allows for everyone to take turns posting and explore possible topics. Don’t limit blog posts to straight copy, either. If some of your employees don’t enjoy the writing aspect of blogging there are other ways to get involved. Their blog posts could contain videos, pictures or even podcasts.
Once you decide to make blogging a part of your recruiting strategy, it’s important to start in the right direction. Focus on quality over quantity, and create a blog that shares your company’s values and personality with the outside world.