How blogging for your small business can help recruiting
Over the past 15 years, blogs have gone from personal diaries or niche topic discussions to a central piece in every business’s online branding strategy. Regardless of your size or industry, creating fresh, new content is essential to creating new customers and clients.
It’s also essential to attracting top talent. Blogging for your small business is just another tool for recruiting the best job candidates as your company grows. So, here’s how small businesses can use blogging to build their company brand, supporting their hiring strategy, and make a little money as well.
Sporadically posting once every few weeks or so ain’t gonna cut it. Successful small business bloggers know they need to update their site a minimum of two or three times per week to keep readers coming back. “Think about how often you want to post on your blog and how you will incorporate writing into your other responsibilities,” says Sharlyn Lauby, author of the blog HR Bartender and president of human resources consulting firm ITM Group Inc.
Small business blogging can generate revenue directly through affiliate programs, advertising, and sponsored posts, so Lauby takes her writing appointments as seriously as she would a client meeting. “I write three times a week,” she says. “It’s scheduled on my calendar.”
Be marketing savvy
Dan Schawbel launched Personal Branding Blog in 2007 using a free WordPress platform. Rather than sit back and wait for the needle to move, however, he hustled to build an audience. “I wrote ten to twelve times per week, while having a full-time job, commenting on other blogs, and writing articles for online sources and magazines,” he says.
Schawbel also started leveraging his time by posting content on the blog from a community of hand-selected writers rather than doing it all himself. “I made the choice to bring in other contributors so the blog could be sustained, grow and allow me to focus on the marketing aspect as to drive traffic and visibility for the contributors,” he says. By 2010, Schawbel had more than 10,000 subscribers, landed a book deal, and walked away from corporate life to start his own firm, Millennial Branding.
Be a brand builder
In 2005 when Skip Lineberg was CEO of communications firm Maple Creative, he started a blog to help his company develop a reputation as “thought leaders” in their field. “The blog was designed to help us locate clients who weren’t necessarily looking for new business cards,” he says, “but someone to help them with their comprehensive marketing strategy.”
Turns out that that small business blog did more than garner new than clients — it also became a key part of Maple’s recruitment strategy. “The blog was an outlet to showcase our personalities and talk about the work we were doing in real time,” he says. “This really resonated with job seekers because we more than tripled the number of inquiries from people who wanted to work for us.”
The waiting is the hardest part. But when it comes to company brand building and recruiting through a blog, it’s important to understand that it doesn’t come easy and it certainly doesn’t come overnight. “Blogging is a lot of work and it takes a while to grow your audience and see real success,” says Sharlyn Lauby. “You can get discouraged, but hang in there.”
Remember that the nature of a successful social media strategy is to share, and those people who are generating information — like bloggers — are more likely to be cited and circulated around the web. So, small business blogging can be easily integrated into your other online presences on Twitter, Facebook, Instagram, and elsewhere.
The bottom line when it comes to blogging is that you can use a blog to build your business with a little web know-how and a lot of hard and smart work. Your blog doesn’t need to become your primary source of income — if it can turn current readers into future clients and attract top talent it will be a worthwhile investment.
Blogging for your small business is just part of a global recruiting strategy
Creating, contributing, and leveraging a blog to recruit the best job candidates is easier said than done. Make sure you’re taking advantage of all the hiring resources available to you to find and hire the best talent for your company. Sign up for Monster Hiring Solutions to receive expert recruiting advice, the latest in hiring trends, and more.