The following transcript was taken from InSights, a staffing and recruiting podcast from Haley Marketing Group dedicated to providing quick-hitting takeaways on Social Recruiting, Content Marketing, and Employer Branding. To listen to the episode, click play on the player above or visit the episode page [InSights] Google’s 2019 Ranking Factors
Brad Bialy: Matt, I wear it on a shirt, it says content, content, content, and you know we preach the value of content marketing for staffing firms here at Haley Marketing Group, but why do staffing firms need to create content?
Why Do Staffing Firms Need to Create Content?
Matt Lozar: There’s a short-term and long-term play here, and to get back to Brad first, he really does have a shirt that says content, content, content on it. It’s literally one of a kind.
Brad Bialy: Custom-made.
Matt Lozar: Anyway, to get back to Brad’s original point, why do staffing agencies need to focus on content marketing? We want to focus on three different really areas here. The first one is to know your target audience. Before we create that content, who are we creating that content for? You’re going to work on becoming an authority in your industry for topics that you create content about. Then the ultimate goal is to drive inbound traffic back to your website or maybe even on social media to get to a capture point and to convert them into hopefully future business for your staffing agency.
Brad Bialy: For me, Matt, content is all about reaching that target audience and thinking through how a great article, a great resource, a great video podcast episode can ultimately speak to the pain point that your target audience is having. If you think about your target audience, whether that’s a potential candidate or an applicant or maybe a hiring manager, somebody with hiring authority, think through their challenges and put together content that can speak to those pain points. Once we understand who our target audience is, we can think through, okay, what are they going through on a day-to-day basis and how can I, how can my staffing firm help alleviate some of the stress that they’re seeing day after day?
Matt Lozar: Once we’ve really identified and zeroed in on that target audience, you want to become the authority on those pain points that Brad’s been talking about and it’s the pain points you’re the authority because of that image and brand you’ve built over time. I take a step back from staffing sometimes. We like to look at other analogies. It could be, I’m a big golfer. I see tips about how to become a better golfer in my Facebook feed or LinkedIn feed. One I saw actually the other day was from a local medical or health foundation. It was what to expect and when your child goes to a sports physical, and that’s really good topics to your target audience because they’re also authorities on that topic. The health foundation isn’t writing about golf. They’re writing about the physical that’s going to happen when you bring your child literally to the primary care physician’s office. Switching it back to staffing and recruiting, you think about the pain points. You think about why someone doesn’t like their job.
Matt Lozar: On the client side, you think about why are there so many no shows among my employees? What can that staffing agency do to drive better candidates to your warehouse, to your healthcare facility? The pain points that each of those two sides of your target audience sees, whether it’s the recruiting side or that new business side, that’s a great way to create and structure content that will develop yourself as an authority with your target audience.
But Can’t I Just Share a Blog from Inc. or Forbes to be an “Authority”?
Brad Bialy: If you’re thinking yourself, yeah, that’s all great and it sounds great in theory. Why do I have to create content though? That comes back to Matt’s point about driving inbound traffic. If you’re looking at the landscape of content marketing, there is a ton of different resources out there that are available to job seekers and potential hiring managers. You want to create content specifically for your staffing or recruiting firm because you want to drive that traffic back to your homeland. You want to be seen as the authority figure. You want to be seen as the individual who can answer those challenging questions, because otherwise, your competitor is going to answer those questions on their blog, and those candidates, those hiring managers are going to go to their website where they can then take action and learn from that article. We want to instead funnel that traffic to you, funnel that traffic to your homeland and your website.
Matt Lozar: That different types of content are going to be for different types of, for audiences, the active candidate or active, you know, maybe business owner that’s looking for a new staffing agency, that’s where you really drive that click conversion content. Those passive candidates or maybe the business owner that isn’t quite sure if they want to make a switch with their staffing agency, that’s where you build up that relationship over time to really develop and nurture that relationship because it used to be six to 12 touchpoints. Now it could easily be 10 to 20 different touchpoints, whether it’s through content, advertisements, any different way your staffing agency and your recruiters interact with those businesses. Whether it’s through social media or email on how you distribute that content. However you can really use and leverage your content you’ve created for your staffing agency to drive that inbound traffic, that’s where it really drives back into helping your business grow and develop and really get more applications and get more, essentially, contact us submissions.
Brad Bialy: On previous episodes of InSights, Matt and I have talked about how to create a content strategy (Episode Link), how to create the blueprint for a content marketing strategy, what articles you should be sharing and creating, what articles you should be talking about. The point of this segment here is the why. Getting back to our why we create and produce content. It’s all about reaching that target audience. It’s all about being seen as that authority figure on a given topic because candidly, if you don’t answer those questions, candidates are still going to ask them into Google search. They’re still going to want the information that they’re requesting. We are positioning you. You’re positioning yourself as that thought leader to ultimately drive inbound traffic from SEO or social media.