Blogging is at the center of this so called “social media revolution.” Although there are some signs that blogging has taken a hit since the rise of sites such as Facebook – less people are blogging and more people are Facebooking, Tweeting, Google+ing, etc — and that’s great news for you. A blog offers companies (and individuals) many advantages that social networks just don’t; you have control over the look and feel as well as the content, they help with SEO (i.e.: help you get found), they build community, they allow you to share great content, etc.
I know there are some great HR blogs out there, but I’m surprised there aren’t more. That’s mainly because they’ll allow you to attract better candidates and increase employee retention amongst other things. I think there are basically two types of blogs that could be useful: exterior-facing recruitment-oriented blogs and internal-facing HR-oriented blogs. We’ll look at recruitment blogs now and HR blogs next time, OK?
Types of posts
According to Chris Brogan, the types of blog content that work the best are educational posts, call-to-action posts, relationship building posts, traffic building posts and off topic posts.
Why you should have a blog dedicated to recruitment
Imagine being able to educate candidates by really telling them what your company is, what the advantages of working there are, who your employees currently are, what you are expecting, etc… Well that’s what a corporate recruitment blog would allow you to do. As opposed to a relatively static career site, a blog is more dynamic.
- Educational posts – I would spend most of my time writing these types of posts. Educate candidates as to what you are looking for, what it’s like working at a company, how to apply, what to do to increase the chances of getting an interview, etc. You can use pictures and video too. Some of these post ideas may sound “too honest” but by educating candidates, you can hope to increase the number of qualified applications.
- Call-to-action posts – Having a hard time filling certain types of positions? Write up some posts specifically set-up to fill them. Short posts who’s sole purpose is to encourage users to apply. Consider shortening your application process for these types of posts.
- Relationship building posts – Interview recent hires or promising prospects as well as people in the industry you are hiring for. If you’re an engineering firm for example, interview recent grads, established engineers, etc. By turning the spotlight on them instead of you, you’ll improve your employer brand and increase the number of qualified applications
- Traffic building posts – Sometimes you just need to get more eyeballs to your post. Identify topics that will generate traffic. Work with your SEO people or consultants to figure out what are the search trends in your industry and write posts that will answer those trends.
- Off-topic posts – Have some fun. Post some pictures of your last employee BBQ or team-building event; shoot videos that aren’t business oriented; showcase employee projects that AREN’T work related (for example, do some employees sell crafts on Etsy.com? Promote that…). Why? Because these post will definitely boost your employer brand
Now I know what you’re going to say: “I don’t have time to update a corporate blog.” I get that. Writing regular blog posts is hard, but there are ways to make it easier on you. It all boils down to organization: getting employees to participate and creating a content calendar are two things that will reduce the time-investment. I think the real question, is how would this set you apart from the competition?
Is your company planning on starting a recruitment-oriented blog?
Next time, we’ll look at HR Blogs that are interior-facing and what the benefits are…
(Photo credit: Gilberto Taccari)