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June 01, 2020 Recruitment Trends After COVID-19: Content Engagement Sergio Garcia - Marketing Manager

Recruitment Trends After COVID-19: Content Engagement

A few weeks ago, we analyzed our library of career sites to identify how COVID-19 has impacted job board metrics and job search behavior. Our research noted that KPI's across the board have decreased, but more recently we've seen some interesting new activity that job board owners should take note of. Specifically, I’ll be looking at the role of content engagement in recruitment after COVID-19. 

Related: Jobseeker Trends Since COVID-19 Outbreak Report

The most noteworthy finding in our recent research is that article views on career centers has seen a sharp increase by over 100%!

This is an important insight that will play a pivotal role in driving engagement from your professional audience as the economy recovers. So, what's the story here? 

Recruitment After COVID-19: Your Career Center’s First Impression 

You never get a second chance to make a first impression.  

In the US alone over 40 million people have filed for unemployment. The good news is that the number of Americans filing for unemployment has started to decrease week by week.  



Assuming this trend continues and spread of the virus is controlled - the ruling predicate of any current economic forecast - sees growth rebounding as of midsummer and accelerating from there as the impact of government benefits and any easing of social distancing rules begins to take hold. 

Which means in the coming months career centers will likely see millions of people sweep over their sites seeking new opportunities and updates on how to navigate their specific industry during recovery. The crucial element of the recovery period for job board owners is that your career center will never get a second chance to make a first impression. 

If your career center doesn’t have enough up to date job postings and industry content during the recovery period, you will likely lose return visitors.  

The fact of the matter is, even the mammoth effort by governments to offset the economic impact of COVID19 is still likely to leave millions unemployed for an extended time. Economic forecasts see U.S. unemployment not just spiking to Depression-era levels in the short term but will likely remain above a relatively high rate of 6% through the end of 2021. 

Specific industries will likely take much longer to recover – events, restaurants, travel, tourism, etc. These types of industries may not have enough job ads on their site to meet the demand from jobseekers.  

One way to keep your professional audience coming back to your career site is through relevant content. As seen from our research findings on article views sharply increasing, having relevant content on your career center will drive significant engagement from your audience going forward.  

Recruitment After COVID-19: Content Trends for Job Search 

This phrase should sound familiar - “content is king”. Time and time again data backs up this adage.  

Now I’m not one to usually get into marketing 101 themes but, looking at the data and considering that we’re in unprecedented times, bear with me.  

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience to your career center. Publishing quality content provides value for your professional audience through informative and educational resources. 

During these times, the key phrase is “distributing valuable, relevant, and consistent content”. For the purpose of ensuring your career center garners and maintains consistently high traffic as the unemployment rate recovers, this theme should be the cornerstone of every piece of content that gets published on your career center.  

But, let’s be clear, we’re not talking about generic “resume writing tips” or “psychometric testing in interviews” here.  

 

Your career advice content should be offering valuable, relevant industry commentary if you aim to see the sharp increase in article views that we’ve found in our research.  

Recently, LinkedIn posted the top topics trending since the Coronavirus outbreak: 

  • Remote working  
  • Social distancing  
  • Crisis management  
  • Business continuity  
  • Online learning  
  • Collaboration 

With these topics in mind, let’s look at some real-world examples of how niche career sites are creating content around these themes.  

 

 


Looking at the above examples it should be clear why article views have gone up. It makes sense when you think about it because we practice it in our everyday, digital lives. 

We engage with content that is specific to our needs and wants. Niche career sites have the authority to provide powerful insights for jobseekers on how to navigate this crisis. What fuels the high engagement we've seen from jobseekers is that it speaks directly to their industry or region - making it relevant and valuable. 

With economic forecasts signaling the recovery of the unemployment rate over the next few months, career advice content will be as valuable to jobseekers as job opportunities. The market will be extremely competitive and regularly updated content that can help them navigate these uncharted waters will keep them coming back for more. 

Accomplishing this is only possible if your careers site is more than just a linear job ad posting site. 

Evolving from Job Board to Career Center 


A comprehensive career center goes beyond just job ads. Just as career development is about more than simply your next job. It encompasses networking, L&D, and keeping up to date with the latest industry trends.  

With over 100,000 job posting sites in the US today, you need to offer more than ‘just another job posting site’ to differentiate, and instead focus on catering to the fundamental building blocks of a lifelong career.  

If your current vendor isn’t showing you how you can reduce your reliance on job postings, to become a true career center, perhaps it’s time to see what else is out there. Contact Madgex today to see what your careers site could (and should) be delivering for your community.