By Glenn Gutmacher, Master Cybersleuth
Zoeâ€™s post on JobSyntax about whether job postings on blogs distract Job Seekers, especially given that most of these postings are generic feeds (at best filtered by “category,” whatever that means). It inspired my following take on the issue of what a recruiting blog should be.
If you want to stand out from the crowd and develop a loyal following, I think you have to go as close as possible to one or the other of the following extremes:
1) Pure, clean blog: Just your postings, and ideally, just your own original thoughts, not repostings/links which is what Shally accurately described as the noise that turns most thinking people off to the blogosphere. Stick with it, and people who matter will come to find and appreciate you.
Conversely, bloggers who add any content other than their own probably secretly wish to have a portal, not just a blog. That would potentially attract more visitors (jobseekers and otherwise), so I understand the motivation. But if youâ€™re leaning that way, then do it right as aâ€¦
2) Blog-portal: If youâ€™re an employer, youâ€™re already investing in a career website. If youâ€™re independent, I understand you may want to make money (or even a living!) from blogging. Itâ€™s possible, but I couldnâ€™t sleep at night if I were doing it the way some are (i.e., backroom entrepreneurs who hire SEO gurus to create hundreds of vanity sites with autogenerated, repurposed content into some semblance of a targeted category and everything links to contextual ads and products sold with affiliate codes). I think the recruiting blog-portal (I didnâ€™t make up this term) is a term not properly used â€“ currently refers to any amalgamation of blogs related to employment â€“ and needs to go much deeper than what Iâ€™ve seen.
How it can be done well is to craft a truly useful portal that contains:
Anything else thatâ€™s relevant: If your target audience is technical, then give them technical content to help them earn the certifications they need, or to learn about the latest tools (ok to include links to other sites in these cases, but have your own employees â€“ ideally experts in the space / people in the hiring group who know this stuff first-hand, provide annotated links â€“ itâ€™s unique and compelling because itâ€™s more personal and authoritative). You get the idea.
When you provide a greater range of content of interest, you increase the chance you can touch someone, then you have the potential to draw them in further to other parts of your blog-portal, and ultimately apply to and/or refer opportunities.
Ultimately, blogs, jobs and anything else that supports the desired employer brand will become integrated with corporate websites. Third party sites trying to get a share of the job market will do the same.
Do you know any companies doing portals this way? Did I miss anything? Am open to your suggestions.
P.S. On the last bullet about your own employees in the target group providing content, you can use pseudonyms to discourage poaching (e.g., anyone asking for columnist “Clyde Jones” immediately gets transferred to HR/Legal) but this does go a bit against the genuine feel you should be striving for. Iâ€™m ambivalent on this one.
NOTE: Visit Glenn’s site, Recruiting Online for the latest Internet sourcing methods & other recruiting insights