Does your website’s blog serve as a trusted resource for visitors? A place to get the latest updates on your business as well as industry insights and advice from top experts? Or is it more of an afterthought, taking a backseat to other important areas of the site like your career portal?

The truth is that your blog can — and should — be one of the most-visited pages on your entire website. Do it right, and you’ll build loyal connections that keep candidates and customers coming back for more, ultimately taking action on your site. Here’s how to get the most out of your blog.

Include candidate- and client-focused posts. Remember who is visiting your site’s blog: job seekers and clients. Include a mix of posts that speaks to both job seekers and employers so that everyone visiting your blog can find something useful. Depending on the post topic, you might even be able to talk to clients and candidates within the same post — just be careful to make it crystal clear who the audience is so there’s no confusion.

Make the content relevant. Your posts should be meeting readers where they are today, so make the content relevant to the current job and hiring markets. A candidate-facing blog post, for example, could provide tips and tricks for getting back into the workforce as hiring continues to rebound after the pandemic. An employer-facing post could discuss how to better attract candidates who are looking for added flexibility and work-life balance out of their jobs.

When planning your topics, think like your readers: What information are they searching for? What questions are they asking?

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Optimize with SEO. Search engine optimization is as important as ever. And your blog posts will reach more and more readers when they’re properly optimized. Including relevant keywords and keyword phrases in your blog posts’ body copy and titles means search engines like Google and Bing give your posts higher priority, driving more traffic to your site and giving your posts authority (meaning it is high-quality content that is frequently linked to from outside sources).

Craft compelling titles. A post’s title is the first thing a visitor to your blog reads. Make it compelling — give the visitor a reason to click by offering real value. Follow one of the tried-and-true title formulas, like:

  • List titles: “7 Ways to Hire Smarter This Year”
  • “How to” titles: “How to Impress a Hiring Manager in Your Next Interview”
  • Versus titles: “MSP vs. VMS: What’s the Difference?”

End posts with powerful CTAs. If a reader reaches the end of your post and isn’t pushed toward a certain action, what good was the post? Blog posts should always wrap up with a clear, compelling call to action (CTA) to convert the reader. For candidate-facing posts, a simple “Apply Now” or “Find a Job” usually works well. Client-facing posts might utilize CTAs like “Hire Talent” or “Contact a Recruiter.”

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