SEO
Search engine optimisation (SEO) is the process of affecting the online visibility of a website on search engine ranking. While many see it as complicated, there are a number of simple ways that SEO can help you attract leads and drive website traffic.
To start rising up the rankings, it’s important to research your keywords. The easiest way to do this is by creating a keyword list using Google’s autocomplete function. Simply Google search the topic or theme of your website or content and you will see a selection of the most frequently used search queries pop up.
Once you know the keywords and phrases you need to be targeting, it’s time to start producing content…
Blogs
Blogs are a fantastic medium for recruitment firms to boost their SEO, demonstrate their expertise, and generate leads. By consistently publishing quality content, firms can provide more value for leads and customers, which can in turn lead to improved conversions, higher sales, and better customer retention.
And there are plenty of stats to back it up:
- According to optinmonster, B2B marketers who blog on a regular basis get 67% more leads
- A poll by Search Engine Journal found that 49% people said that organic search offers the highest ROI when compared to paid search, email and social media
- And according to Databox 70% of marketers see SEO as more effective than PPC.
You can even boost your site’s rankings by updating old blog posts. Agencies often have a wealth of useful content that has become out of date, particularly in fast moving sectors. Refreshing and republishing these posts will keep your content fresh and will have a positive impact on your search ranking.
Press coverage
Press coverage, or earned media, is an unparalleled way for recruitment firms to raise awareness and gain exposure – and something that can set you well on the way to doubling your client base. While the benefits of this probably warrant their own blog post – here are just a few of the advantages of earned media.
Builds awareness – Press coverages allows you to reach out to your wider target audience, opening you up to far more candidates or clients.
Heightens credibility – By producing thought leadership articles for relevant publications, you demonstrate your industry knowledge and build credibility.
Increases trust – Trust in advertising has been declining for a number of years. However, 92% of consumers trust ‘earned’ media, meaning that a continued presence in the press will boost your employer brand.
Boosts your SEO – Winning press coverage on industry-relevant sites that have good domain authority scores helps you rise up Google’s rankings.
Guest blogging
Now you might wonder why you would write a blog post for a site other than your own and give away your content. It’s simple – reach. Writing a guest post for a website with a wider reach (or perhaps targeted at a new market) than your own gets you in front of a larger audience. If you’re allowed to include links back to your own site these will also help boost your website’s credibility in the eyes of search engines.
Social
Social media is a great place to repurpose your content and expand it’s reach. It’s also an opportunity to show the personality of your brand as it’s less formal than other communications channels.
The first step when it comes to social though, is identifying the right platforms – there is no point in spending your valuable time on social media channels unless you know your audience is there. When you know who you are targeting in each platform, you are able to tailor your content to them.
No matter what you post, it must provide value to your candidates or clients. Before you share anything ask yourself ‘why are we sharing this?’ and ‘what is the value for our target audience?’
And the key thing to remember when it comes to social is in the name itself – be social, engage with your audience, then they’ll be much more likely to engage with you.
Video
When you start thinking about repurposing your content then video (as well as images) should definitely be part of the mix.  When done well, videos can often attract more attention than regular text based content. In fact, according to Wyzowl, video content is twice as likely to be shared than any other type of content.
Video is also loved by social media platforms themselves because it stops your infinite scroll and keeps you on the site / app longer. Â
Figures from Google even show that viewers are four times as likely to use YouTube to seek information about a brand, product, or service than other platforms – so if you’re not producing video content you are missing a trick.Â
The tip of the iceberg
Ultimately, these are just some of the communications strategies that can help your recruitment agency double its client base. To find out more about how marketing, PR and communications can help your firm, feel free to check out our website.
