What is Content Curation? A Brief Primer for Recruitment Agencies

A new term has been making the rounds in the online marketing world, but many agency owners are still unsure what it means and how to incorporate it into their overall recruitment marketing strategies. That term is “content curation,” and it is changing the way businesses market their products, boost their profits and control the way their brands are perceived by the world at large.

How It Works 

In its simplest terms, content curation is the process whereby relevant information is gathered and disseminated. Content curators gather information from a variety of different sources, including social media, websites, traditional media sources like newspapers and magazines and any other venues they find valuable.

No matter where that content comes from, relevancy is the thread that ties it all together. In order to be valuable from a content curation perspective, the information in question must be relevant to the topic at hand.

Recruiter Branding

While content curation is most often associated with businesses and their online marketing efforts, it is important to note that individuals can also be curators of their own content and protectors of their own brand. In the brave new world of personal branding, taking the pulse of public perception is vital, and content curation can be a big help to your recruiters credibility.

D-I-Y or Pay a Pro

Now that you know what content curation is and why it is valuable, how can you use it to enhance your online marketing efforts and boost the effectiveness of your brand? No matter how small and targeted your niche, there is a vast world of information out there, and arranging it in a meaningful way can be quite difficult.

Some businesses rely on professional content curators to do the job for them, sifting through the vast online and offline worlds to find the right content, sort it into specific themes and publish it across a variety of websites, blogs and social media sites. Others take a more do-it-yourself approach, using software to sort through information and present it in compelling and meaningful ways. 

If you’re starting out in the world of content marketing, it’s best to start small and do it yourself. Learn as much as you can online, stop making excuses and take the plunge! Once you have an idea of what works and who you’re talking to, you can think about paying a professional to create targeted content with some strategy behind it.

Curation vs Creation

It is important here to draw a distinction between content curation and content marketing. While both strategies are heavily dependent on content, they work in much different ways.

Content marketing involves the creation of content from the ground up. When a business owner sits down and writes a new blog post, or pays someone to do it for them, they are engaging in content marketing.

Content curation, on the other hand, does not involve the creation of new content. Instead of creating new material, curators sift through the huge quantities of existing content, using various methods to discover relevant content, compile it, sort it and share it across social media platforms, company websites, newspaper ads and articles, blogs and other venues.

Content curation is quickly becoming an indispensable part of recruitment marketing, not exactly replacing content marketing but powerfully working alongside it. By combining traditional techniques with strategic content curation, your agency can significantly build the value of your brand and find new ways to reach high quality clients and candidates.

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Steffan Gooch
steffan@thesocialsourcery.biz

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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