Blogging, otherwise known as providing regular, relevant, and updated information to site visitors, is an important component of any recruitment success. Basically, the more you provide valuable insight through text and other digital media, the more likely potential employees are to return and become applicants. But, what do you need to do before hitting "publish" on a blog post?
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1. Check for Grammar and Spelling Errors
In the past, Google and other search engines ranked websites based on rather primate criteria. Basically, the more links you had pointing to your website's content, the more your site rose in the ranks. Sort of like a popularity contest, this method assumed that the site with the most linked keywords was the most important within its industry. This has changed. Today, Google and other search engines rate sites based on a number of factors, including relevance, quality of writing, and value. Make sure each blog post checks these three boxes.
Additionally, any job seeker looking to work for your company wants to know that your company keeps a high-standard or professionalism. A lack of grammatical and spelling errors suggests that your company expects hard work and focus. After all, if a job seekers resume had a spelling mistake on it, what conclusions would you jump to? It can be the same from their perspective as well.
2. How Linking Can Make or Break Blogging
As mentioned above, Google and other search engines have relied on linking to determine website rank for a while, and even with changes over the years, links still matter. When you're writing a blog post illustrating your employer brand, you'll want to examine what keywords apply to your specific industry and link them accordingly. This also means not under using or overusing keywords, and you need to link keywords to relevant pages on your site or social media content. You can even share employer branded content to relevant sites with a wide audience of potential job seekers so that your company profile is increased. For example, Medium is a new content site where just about anyone can publish and readers can choose what kind of content they want to follow.
3. Update Often
Publishing one-to-two blog posts a week is acceptable, but more is better. Always include links to other association or organization pages when publishing. Also, incorporate some type of call-to-action at the end, and sometimes, and in the middle of your content. This helps you to provide potential job seekers continued interest. This call-to-action may be benign, in which you offer the chance to watch a video, or it may be more apply-oriented in which you direct a user to sign-up for a newsletter or even apply for a position.
Remember That the Internet is Forever
Finally, something to keep in mind is that, the Internet, for now, is forever. As such, you should always think about your posts before hitting "publish". This is especially important if you're representing many members in high-profile industries. The temptation might exist to post your personal, true feelings about a topic, but doing so may jeopardize future dealings on many levels.
Basically, you should write a blog post and then let it sit for a few days ... or a few hours, at least, before submitting it to the world. With today's technology, someone can easily and quickly snag a screenshot of your post. This means that even if you delete it, it's possible that it's still available to be distributed for the world to see.
In addition to blog posts, what additional content employer branding strategies is your company exploring?