Did you know that candidates are 4 times more likely to convert to apply for a role after looking at a blog? If you haven’t got one already, it’s time to think about how a blog on your careers site can assist your talent acquisition strategy.
Let’s explore the benefits of a blog, topics you can use to build a content pipeline, and how you can leverage AI to provide a helping hand and speed up the process with Clinch.
What are the benefits of a careers site blog?
A blog on your careers site is a cost-effective way to promote your employer brand, develop your voice, and give potential candidates a glimpse into what it’s like to work for your organisation. By offering a wealth of information about your company culture, values, and day-to-day experiences, a blog can attract more qualified candidates and allow you to differentiate from your competitors. Potential candidates can find answers to their questions, reducing requests to recruiters and allowing them to focus on engaging with talent.
With the support of AI tools, employer branding specialists can craft content faster than ever, ensuring that each piece is personalised and reflects your employer brand. Regularly updated content enhances authenticity and improves your site’s search engine rankings (SEO), making it easier for potential candidates to find your job postings. Enabling interactive features such as comments and social sharing buttons can increase engagement, extend your reach, and help build a community of professionals interested in your organisation.
You can also encourage employee advocacy through the use of blogs. Employees are more likely to share blog posts that reflect positively on their workplace, amplifying your reach and attracting potential candidates from their networks. Featuring employee-generated content can encourage participation in ambassador programs, getting employees to actively promote your company.
Types of blog posts to attract candidates
Here are some topic ideas to help kickstart or elevate your blogging strategy to build a pipeline of diverse and engaging content.
A day in the life
Sharing stories and testimonials from current employees can offer jobseekers insights into their potential future colleagues and day-to-day experiences. Featuring diverse voices from various divisions within your organisation will provide a look into what it is like to work within specific teams or levels of seniority. These authentic accounts humanise your brand and help candidates envision themselves as part of your company, fostering a deeper connection and interest in joining your team.
Internal success stories
Blogs are an ideal way to showcase success stories. Sharing these stories demonstrates your company’s commitment to employee growth and long-term development, perfectly positioning it as an attractive place to work. Blog posts that center around good-news stories also help elevate strong performers in your employee cohort, showing potential candidates that your team is valued. Promoting how you support your team’s culture of professional development can attract high-quality candidates that prioritise career growth.
What matters to your organisation
The modern workforce, particularly Gen Z and Millennials, is increasingly driven by the desire for meaningful work. Research from the PageUp group shows that for 50% of candidates, their decision to apply for a role is strongly influenced by that organisation’s mission, purpose, and values. Use your blog to convey your purpose, impact and what matters to your organisation. Highlight your Diversity, Equity and Inclusion (DE&I) goals, detailing the initiatives implemented to achieve your objectives and the progress made. Discuss or report on Corporate Social Responsibility (CSR), showcasing the actions taken towards positively impacting society, the environment and the community.
Supportive content for recruitment campaigns
If you’re running a recruitment campaign to target a specific audience, blog posts are a perfect tool to leverage and provide additional information to support your campaign.For example, if your focus is to attract university students in their final years to join your graduate program, you could write blogs on topics that add value to this cohort, such as, what to expect from the program and tips on entering the workforce or preparing for the interview process.
How to create blogs with AI assistance
To streamline the creation of blog articles and save employer brand experts and talent acquisition teams’ time, Clinch has released a new AI Powered Content Assistant. The content assistant can be used to generate suggested content for blog posts with a simple click, getting you one step closer to delivering content that converts candidates into quality applicants. Here’s a step-by-step process on how you create engaging blog content using AI with Clinch:
- Centralise content: With Clinch, you can group your blogs into different topics or segments, for example, culture and community or leadership and development. This enables you to feature selected blog posts in different places on your career site. For instance, you might like to create a dedicated engineering blog post on your engineering landing page.
- AI-generated content: Clinch’s new functionality allows you to generate blog posts so you don’t have to start from scratch. You can use the AI prompter to draft a post about “A Day in the Life of a Solutions Engineer.” The AI will immediately provide a solid starting point and framework for the blog post that you can build on.
- Writing styles: The AI tool offers various writing styles. Depending on the article’s purpose, you can switch from a casual tone to a more narrative or technical style. This flexibility ensures that your content meets the specific needs of different types of audiences that you are speaking to while remaining consistent with your own organisation’s brand voice.
- Customisation: While the AI tool can quickly generate content, it’s important for you to review for accuracy and make tweaks to ensure it authentically communicates in alignment with your employer brand. Adjust the details of the content to reflect the true nature of how your organisation communicates and the provided information.
- Analytics: Once you have published your blog posts, use analytics to review blog traffic and engagement to see what topics resonate the most with jobseekers and guide your future content.
A well-maintained blog on your careers site is a versatile tool that can significantly enhance your employer branding, attract top talent, engage visitors, and support your overall recruitment strategy. It enables candidates to gain a better understanding of your company and can build recognition as an employer of choice. Through the support of Clinch’s AI Powered Content Assistant you can create content faster than ever and unleash the power of blogging for your talent acquisition.
