How to Use Content Marketing for Your Talent Search

The increased pace of globalization and the current health of the global economy are driving many companies to seek more strategic ways to acquire and retain the best talent available.

And a key way many companies are differentiating themselves from the competition is by using content marketing to search for and attract skilled workers.

Content marketing improves the strategic efforts of talent acquisition, increasing a company’s awareness and attraction to prospective employees.

So how, exactly, does content marketing contribute to improvements in your talent search?

The following list breaks down how content marketing can amplify your talent acquisition endeavours.

1. Showcase corporate culture

Many companies see the “About Us” section of their website as a simple tool to introduce their brand to website visitors. But for prospective employees, the “About Us” page highlights key information regarding company culture and existing staff.

Creating a fully-fleshed out “About Us” page enables your business to demonstrate reassurance that a prospective employee can be a great fit for your corporate culture.

This is easier said than done though. To craft the perfect “About Us” section, it helps to:

  • Acknowledge that it requires consideration and consistent effort as it must attract both prospective employees and potential customers.
  • Have individual employee profile pages aggregated across the page to attract unique talent.
  • Encourage each current employee to personalize their own biography page.
  • Let your employees do the “talking” as this will capture and attract the attention of unique talent.

2. Encourage employee participation

To go further than a simple profile page hidden within your website’s “About Us” section, encourage your current employees to provide cameo contributions to several of your brand’s content channels. Whether it’s through social media, blog posts, white papers or other publications, offer opportunities for your employees to present their impressive content skills.

If your employees are enthusiastic about the company and its corporate culture, this will shine through in the content they share. Passionate employees attract like-minded talent. Nurture this desire to share their love for your brand through content, and you may find a larger, higher quality pool for your talent acquisition purposes.

3. Employ interactive content

Technology is transforming how today’s talent discover new opportunities. The rising demand for skilled professionals bestows a certain degree of power to prospective employees, changing the dynamics of the job search. The run-of-the-mill career site won’t attract the discerning candidate – not anymore.

  • Use graphics. Visuals are a form of content that can be used to draw interest from highly qualified talent and help your business stand out from the crowd.
  • Produce and share videos highlighting employees, corporate culture, and core values. Videos are one form of interactive content that is becoming increasingly important in converting prospective recruits.
  • Use other forms of interactive content to effectively grab the attention of candidates:
    • Fun quizzes
    • 360-degree video tours such as Facebook 360
    • Employee Q&As

Each of these various platforms provides candidates with a glimpse of your company culture, enhancing attraction, improving the candidate experience, and increasing retention.

4. The importance of ROI and measurements

Any marketing campaign will require measurable returns on investment to ensure the success of your efforts. When using content marketing as a recruitment tool, set up analytical software to track conversions and point to sources of traffic.

Understanding which marketing channels attract the highest qualified candidates provides strategic insight into where your efforts must be directed to relative effectiveness.

5. The benefits of marketing automation

As an important digital tool, marketing automation can serve to eliminate certain mundane tasks associated with marketing campaigns or initiatives.

Certain mediums of content marketing can be automated with marketing software and distributed through the right channels to the right candidates at the right time. Automation can make the most out of your content and give it context, generating quality candidate leads and nurturing a talent’s potential interest in your company.

A key recruitment driver

Content creation is a powerful marketing tool that can serve many purposes within your company. In the case of talent acquisition, content marketing can be a key driver to successfully attracting and converting prospective candidates.

Use the actionable takeaways above to implement a recruiting strategy that will attract candidates and proactively transform passive viewers into qualified, active leads.


A passionate recruiter with more than 12 years in the executive search industry, Payal Bhatia is an international headhunter and business partner for RM & Associates in the MENA region specializing in the FMCG, retail, telecom and engineering sectors.

6 Simple SEO Tips for Carpet Cleaning Online Marketing

To realize increased traffic and sales from the Internet, your website needs to be optimized for the clients you’re targeting and also for search engines to increase the chances of quickly increasing your sales. In fact, Internet marketing is one of the most effective ways to use when your primary goal is to get more carpet cleaning leads. Being in the field of carpet cleaning, you may at times wonder why internet marketing could be a goldmine for return on investment (ROI). Below are a few reasons to help explain to you why:

Budget-friendly

If we were to compare internet marketing for carpet cleaning to conventional marketing, then you would realize that internet marketing and SEO offers a lower cost per lead (CPL) than it’s opponent, conventional marketing.

Efficient

Have a look at other methods, and tell me who would market your services twenty-four hours a day, seven days a week, without complaining of being tired, or at times not being in the best state for marketing your business. The Internet will market your services throughout the day and night, without getting tired, no matter the time of day.

Flexible

While making use of tools such as email automation and list segmentation, Internet marketing will target potential clients based on where they lie on the customer’s journey so that the marketing is rendered efficient as well as automated.

Other than the above, the Internet will also be a platform for your leads to first do research before making their purchase decisions. All in all, whether you want to get started with carpet cleaning marketing using the Internet, or you need to improve on it, you’ll need to use SEO. Let’s have a look at SEO and what tips you can use to benefit from it the most.

SEO for Your Website

Think about SEO as a technique to attract a large crowd to your business with the hope of turning as many individuals from the crowd as you can into potential buyers or users of your services. In short, the main agenda here is to get web traffic, which will create leads so that you can turn these leads into clients and revenue for your business.

Once used “black hat” tricks used in the past are not relevant now with the rise of Google’s smarter algorithms. Nowadays, making your website easier to navigate and more user-friendly will help your overall SEO. The following are the tips you can use to optimize your website:

1. Easy to use navigation

Strive to achieve clear and sensible navigation for your site. Create a menu item and a page for every service you’re offering, such as “Carpet Cleaning” and “Upholstery Cleaning.”

2. Use Page titles

Let your page titles communicate what your page is all about. In short, try to let the readers and search engines get an overview of what your page is about. It’s always a good idea to include your keyword and location together in the title. Below is an example of what a Vancouver carpet cleaning company uses.

Vancouver Carpet Cleaning, Upholstery & Rug Care Experts at Refresh

You can see how “Vancouver” and “Carpet Cleaning” are at the beginning of the title. Plus, they’ve added other services they provide into the title.

3. Use the most relevant and original content on your site

Have you heard the term “Thin Content” somewhere? Well, that term could be describing what’s damaging your website when it comes to the ranking of your website. “Thin Content,” as far as page ranking is concerned, is content that you may have copied from other sources, or content with a low word count. Strive to achieve at least 500 words for each of your pages, while making sure that all of your content is relevant and original. Failure to do that might result in your website’s rankings decrease in Google’s search results, and you’ll have only yourself to blame.

4. Make use of descriptive alt tags with your images

Adding images to your pages is necessary, especially when you want the readers to have a clearer idea of what you’re trying to explain or sell. Unfortunately, search engines can’t “see” pictures in a detailed way as we humans do. They need to read what the images are about, which is why descriptive alt tags are necessary. Plus, those with visual disabilities use screen readers to audibly read web pages and image alt tags to describe what the images are.

5. Study your inbound links

These are the links to your website that are posted on other websites. You need to examine the links for authority and relevance by making use of platforms like SEMrush for analyzing links and more.

You may also decide to join your local Chamber of Commerce which may offer you a link to your website. Local Chamber of Commerce sites have good authority and relevance for the area where your business located. After you’ve joined a chamber and paid the required annual fee, they will likely list your site on theirs. Such a strategy may be a worthwhile considering all the click-throughs you may get from that one single source.

6. Use Meta Descriptions

Meta descriptions inform visitors and search engines about what your webpage is all about by placing descriptive pieces of information on each page, which appear on search engine results pages. Make use of Meta Descriptions to complement the use of things like page titles.

The above tips should help you to get started with your Internet marketing and SEO activities. Make sure that you are also informed about other factors including keywords that are related to your industry and location of your business.