The Million-Dollar Question for Recruitment Businesses: Do I Have a Content Issue or an Engagement Issue?
It’s no secret that social media plays a crucial role in generating reach, building trust and filling placements for recruiters. Yet, tons of businesses still find themselves grappling with that million-dollar question:
“Am I struggling to leverage social media successfully because I have a content issue or an engagement issue?”
In this blog, we’ll explore the hallmarks of content and engagement issues specific to recruitment businesses and provide some effective solutions for overcoming these challenges in your organisation.
Content Vs Engagement
For years it’s been said that ‘Content is King’ but if you’re trying to do a half-decent job of building your brand on social media in 2023 you can’t leave engagement out of your strategy. I’m by no means advising you to build your marketing strategy on the back of an algorithm that constantly changes, but it’s worth being aware that your engagement with other posts can significantly boost engagement on your posts. And algorithm aside, interacting with other recruitment professionals, candidates and clients' posts is obviously great networking, so what’s the downside?
The Content Vs Engagement debate is constantly sweeping my LinkedIn feed but the cold hard truth is that you really can’t excel at one without the other. You need great content to spark any kind of engagement from your audience. And the best content comes when you’re actively engaging with your audience, starting conversations, and solving their pain points in your posts.
So, let’s stop wasting time debating which is more important, and get stuck in to identifying and overcoming your content and engagement problems.
Content Issues and Solutions for Recruitment Businesses
Identifying Content Issues
A content issue occurs when the material you're sharing doesn't resonate with your target audience - in this case, potential clients and job seekers. This is mainly due to poor quality, lack of relevance, or inconsistency in posting. Common signs of a content issue include low click-through rates, limited user interaction, and minimal social sharing.
The content you post reflects the standard of your company. How do you expect prospects to trust you if you can’t even produce high-quality, accurate content on the industry you’re supposedly an expert in? It’s harsh, but it’s true. Your content is your credentials - don’t let it be sloppy.
Overcoming Content Issues
To address content issues within your agency’s social strategy, consider the following solutions:
Conduct thorough research to understand the preferences and pain points of both candidates and clients.
Invest in high-quality content creation that showcases your expertise in the recruitment industry and highlights your agency’s unique value proposition.
Maintain a consistent posting schedule to keep your audience engaged and informed about job opportunities and industry trends.
Engagement Issues and Solutions for Recruitment Businesses
Identifying Engagement Issues
Even if your content is top-notch, you might still face challenges in driving engagement. This can be a result of inadequate promotion, failing to respond to comments, or not fostering a sense of community. Signs of an engagement issue include low numbers of likes, comments, and shares, as well as a lack of meaningful conversations under your posts.
Remember, engagement on your posts begins elsewhere. Make sure you’re carving out time to interact with your network on their posts - And that doesn’t mean writing ‘great post’ under everything on your feed. Take time to write thoughtful questions, or add value underneath a post. Once you prioritise time to commenting you’ll realise it’s value.
Overcoming Engagement Issues
To tackle engagement issues with your agency’s marketing performance, try the following strategies:
Focus on building relationships with your audience by actively participating in discussions and responding to comments, especially on job postings and industry-related conversations.
Make your followers feel valued by asking for their opinions on recruitment trends, addressing their concerns, and acknowledging their contributions.
Utilise various formats (e.g., articles, videos, polls) to keep your content fresh and engaging while highlighting your recruitment success stories and industry insights.
Next Steps for Social Success
To help you pinpoint the root cause of your recruitment business's struggles and fine-tune your approach, try asking yourself:
Are you regularly analysing your content's performance and adjusting your strategy accordingly? Regularly assessing your content's performance is crucial for understanding what works and what doesn't. It allows you to make data-driven decisions and optimise your strategy for better results. Track metrics such as engagement rates, click-through rates, and conversions to identify areas for improvement.
Have you identified your target audience and tailored your content to their interests and needs? Understanding your target audience is essential for creating content that resonates with them. Conduct market research, develop buyer personas, and segment your audience to gain insights into their preferences, pain points, and motivations. Tailor your content to address their specific needs and interests to drive higher engagement and conversions.
Are you utilising various formats to keep your content fresh and engaging? Diversifying your content formats can help captivate and engage your audience. Experiment with different formats such as articles, videos, infographics, podcasts, or live streams to provide a varied and engaging experience. Consider the preferences and behaviours of your target audience when selecting the formats that resonate with them the most.
Are you actively participating in conversations and responding to comments on your posts and other industry-relevant content? Engaging with your audience is vital for building relationships and fostering a sense of community. Actively participate in discussions, respond to comments, and address questions or concerns promptly. Engage in conversations beyond your own posts by interacting with industry-related content to establish your expertise and broaden your reach.
Have you explored collaboration opportunities with industry leaders, technology partners, or agencies? Collaborating with others in your industry can expand your reach and enhance your credibility. Seek opportunities for collaboration, such as guest blogging, hosting webinars, participating in industry events, or co-creating content with technology partners or agencies. These collaborations can help you tap into new audiences and gain valuable insights from industry leaders.
By addressing these questions and implementing the solutions outlined, you can turn the tide and boost both your content quality and engagement. The key is to be proactive and continually refine your strategies to ensure you're effectively connecting with your audience and providing valuable content that keeps them coming back for more.
