Content Marketing for Business Development in Recruiting

Business development is critical for recruiting agencies/boutiques, executive search firms, legal search firms, and Chief HR Officers (CHRO) for mid-sized or larger companies. As small-medium sized business owners, in the recruiting space, it’s critical to have a solid strategy for how you are going to attract potential clients and keep them in your pipeline (aka awesome candidates for open opportunities now or in the future). Further, recruiting is a highly competitive business and so anything and everything you can do to gain an edge and attract the best candidates to your firms is important. One avenue you may have overlooked is: Content Marketing (CM).

Content marketing is one strategy that might be prove to be a productive source to help attract top talent to your firm. Content marketing is a major force used by marketers all over the world, in a plethora of businesses, and has been defined by the pros at the Content Marketing Institute as:

The marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. A content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.), be employed at any and all stages of the buying process, from attention-oriented strategies to retention and loyalty strategies, and include multiple buying groups.

The essence of CM is the idea of providing potential customers with quality content that speaks to their needs on a daily basis. For recruiters this might mean providing top talent with the tools they need to successfully navigate their careers. The ways that content marketing can be used is endless, but before brainstorming too much more it’s critical to clearly understand what content marketing is and why it’s effective.

Content Marketing Institute Documentary

In order to provide a brief introduction to content marketing and it’s practical uses and successes I’ve provided a top-notch video from the Content Marketing Institute titled: “The Story of Content: Rise of the New Marketing“. As you watch this think about the potential power of content marketing in Recruiting and Talent Relationship Management (TRM).

After watching this video on Content Marketing – How do you think it could be used for Recruiters, Hiring Managers, Sourcers, HR Professionals, and Chief HR Officers?