Recruitment Blogging: 5-Step Process for Creating Shareable Posts

At the center of any content marketing campaign is shareability. Blog posts can be used to gain subscribers, build brand awareness and generate leads, but to have the biggest impact these posts must be shared across the web. A viral post can bring in immediate traffic, but the backlinks and discussion on related sites can also create search engine rankings for long-term traffic. The following process is a simple way of creating impactful blog posts that catch the attention of your prospective clients and candidates within your niche.

Research Content 

While you may have an interesting topic in mind, this might not always translate to your audience. Understanding (not assuming) what type of content works for your niche is key to generating shares. Tools like Buzz Sumo let you research which posts are most popular with your audience, giving you valuable insights into the content that has received the highest number of shares across multiple platforms. Using the information as a starting point, a list of the most popular posts can be used to develop your own content. Your content should always be unique, but proven examples show what your audience will likely respond to.

Plan Content 

Before you start creating your post, map out the content you will be using. You might want to include an infographic, video, and various images to bring the post to life, or it may work better by focusing only on the text. Your research should have told you what your target audience generally responds to, so use this to design the perfect post for shareability. In almost all cases, your posts should be digestible and clear, with subheadings and short paragraphs working best on mobile devices.

Find Experts 

One of the best ways to ensure your content is shared is to consult people with their own large audience. Niche experts can provide valuable information, but they can also help when it comes to promoting the post. Make a list of all the personalities within your niche, contact them with a request for inclusion, and follow up with any positive responses. Contributors only need to provide a short paragraph or tip, but this will add a great deal to the post. After publishing, politely ask these experts if they will recommend the post to their following.

Create the Post 

There are millions of websites and even more blog posts in cyberspace, so unless your post is excellent quality, don’t expect people to share it. For this reason, you need to spend time crafting your content until it meets a high standard. Another option is to outsource your content creation, allowing you the extra time to work on promotional aspects. This can be highly beneficial for time poor recruitment agencies. Typically, posts that have negative titles receive a lot of clicks, but people are often reluctant to share them. Positive or intriguing posts, however, stand a better chance of receiving plenty of social shares.

Bonus for Sharing 

Ideally, your content will be shared based on its quality alone, but you can improve your results by offering a bonus – everyone loves a freebie! There are various content locker tools that require a share on a major social network before they are unlocked. Setting up locked content with a software tool makes the system incredibly simple, but these results can be exceptional if your bonus has value. A simple bonus might be a download or longer version of the article, though you could offer anything that has some relevance to the content.

Creating exceptional posts is the fundamental part of blogging, but it takes more than this to compete in a crowded recruitment marketplace. In order to really stand out, research, planning, and execution of a strategy are necessary. Treat each post like an event, build anticipation and excitement, and your audience will repay you by sharing your content across the web.

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Steffan Gooch

After spending 7 years as a recruiter, Steffan founded The Social Sourcery in 2014 and now works with recruitment agencies on their digital strategies. Passionate about the evolution of the recruitment industry, he is a firm believer that the future lies in inbound recruiting!

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