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May 31, 2018 Content Marketing for Your Job Board Michael Harms, Marketing Executive

Content Marketing for Your Job Board

Online recruitment remains an extremely competitive environment – that’s one of the reasons we love working in it, right?

But, with the launch of Google for Jobs last year and an increasing number of technology giants are looking to take a slice of the online recruitment pie, the industry is arguably tougher than ever.

For job boards this means working even harder to service their specific audience in order to stand out. Those that do it well will be the ones that survive and thrive.

Your job board should offer much more than job listings; it needs to provide a community for your jobseekers where they can learn about their industry and share best practice. One of the key ways to do this is with good content.

Content that offers careers advice has traditionally been weak on job boards, but quality content is one of the top three ranking signals in Google’s search algorithm.

Offering valuable, consistent and relevant content will help you:

  • Build brand awareness
  • Create trust
  • Attract a clearly defined audience
  • Improve SEO

What exactly is content marketing?

Content marketing is a strategic form of marketing using high value, quality content to attract, inform and engage a specific audience. It aims to bring your target audience to you.

Content marketing comes in many forms – so mix things up. The key thing is to post at consistent times, to help users and search engines know when to expect new content.

Here’s some ideas your job board should be using…

Blog Articles

Blogs are the most popular form of content marketing as they are quick and cheap to produce, easily found by Google and good for building relationships with your audience.

They can be comments on industry news or emerging markets, or research by your company. Once you are established you can invite industry experts to write blogs to create interest and validate your authenticity.

Podcasts 

Podcasts are growing in popularity and they are a great to way engage with busy jobseekers, who can listen to them on their daily commute, or when walking the dog! Offering expert advice and tips will demonstrate your authority, and you can set up interviews with other experts for added interest.

Videos 

YouTube is second to only Facebook with its number of monthly active users, which is why 52% of marketers see video content as delivering the strongest ROI.

Creating quality video content that contains tutorials, vlogs, testimonials, products demos and even live Q&A’s will drive traffic to your site and increase your online profile.

The easiest way to use video in your content marketing is to upload them to YouTube and embed them in the relevant blog posts.

Infographics 

Social media is all about eye-catching visuals, and infographics allow you to create information that is easily digested and great for sharing. Remember, data doesn’t have to be dull!

Twitter Chats

Build a Twitter community by scheduling regular Twitter chats under a branded hashtag. Topics can range from writing a CV, to interview techniques and networking tips.

E-books

This ‘long form’ content allows you to demonstrate your knowledge and expertize on a particular subject, more than short-form content, such as blogs.

Because they are downloadable, e-books carry more weight (metaphorically speaking) – plus they are a great way to generate leads and collate data, as users supply their details before accessing the information.

White Papers 

More than 68% of organizations use white papers as a marketing tactic.

The difference between a blog post and e-book is the tone of voice and time taken to produce. A decent whitepaper can take months to produce and should provide an authoritative voice on a specific, relevant topic. 

You can take out key points and turn them into blogs and then request user information before they can download the full paper. This is another way to collect customer data.

Improving SEO

While content marketing should always be written with the human audience in mind, you should also bear in mind what Google wants to see.

Google can recognize what topic a piece of content is about it, however it still relies on keywords so make sure your content includes relevant keywords in the URL, title, heading and body.

If you want to rank more highly (and who doesn’t?), think about the exact phrase or ‘longtail keyword’ jobseekers are using. Although the search volume for exact phrases will be lower, you will attract a targeted audience, which gives you a higher chance of converting clicks into applications.

Curating content that people find interesting and useful will also earn backlinks from credible sources. This is another indicator to Google that your job listings are valuable and should positively affect your ranking.

Creating a Content Strategy

Creating content that resonates with your audience and keeps them coming back for more is not always as easy as it sounds. There’s much more to content marketing than just churning out as many blog articles as possible. It’s an investment in time and resource. You’re looking to build authority and that won’t just happen overnight.

Your content needs to be thoroughly researched, relevant to your industry and strategized, but most importantly it needs to be targeted. A good place to start is to ask yourself: What does this audience need? Then think about the best way to showcase this information.

The more creative the better, as it will give your brand a personality. You want to produce something that users will feel compelled to share with their friends and colleagues. Whether it’s a fascinating fact, or video that goes viral – you should never be content with average in content marketing.

Madgex job board software Benchmarking report