Recruitment professionals have enormous influence on decision makers. Whether it’s a company looking to hire the best talent, or a candidate searching for their dream job, they rely on the information and advice of a recruiter to help them make the right choices.
Today, clients and candidates demand much more from recruiters. It’s not enough to have a great track record or access to exciting career opportunities. They expect personalised guidance, expert knowledge and commitment to matching the right job-seeker with the right employer.
Professional copywriting is a powerful way to show your clients and candidates you’re the best recruiter for the job. Rather than competing for attention on job listings alone, a copywriter can help you build a content resource that speaks directly to your audience’s wants, needs and challenges.
Here are five key ways a copywriter can help you develop these resources to provide value, demonstrate your expertise and give you a competitive edge.
1. Position yourself as an industry expert
Your clients and candidates want a recruiter whose knowledge goes beyond the job title. They expect insights about key industry players, the labour market and where the best opportunities lie. A copywriter can create website, blog or newsletter content that highlights your expertise and positions you as a trusted partner who helps clients find the talent they need for growth and helps candidates reach their career objectives.
2. Provide ongoing value and encourage repeat business
Great relationships are a cornerstone of effective recruitment. Clients and candidates will be more loyal to a recruiter who’s committed to their long term success. A copywriter can help you demonstrate this commitment by creating added value resources. Providing tips, how-to and educational content about hiring, interviewing, resume writing and presentation skills will keep you front-of-mind and encourage them to seek you out.
3. Stand out and attract more clients
In your client’s eyes, a big candidate database does not make you the best recruiter. A lot of online research is done before a client picks up the phone, so it’s essential you clearly distinguish yourself from your competitors. A copywriter can create content highlighting how you support your clients throughout the recruitment process. Topics like advice on writing a job description, tips for inducting new employees and guidelines for interviewing and reference checking have great longevity too, helping boost online traffic.
4. Build candidate loyalty
Many candidates will one day be clients, so when it comes to helping them get their ideal role, your relationship is pivotal. It’s not just about job listings, but demonstrating your commitment to their professional success. A copywriter can create resources to build candidate loyalty. Content that helps them position themselves effectively, like industry insights, salary benchmarks, in-demand skills and practical tips on how to overcome nerves or dress for interview have great long term value. These can be used for a range of communications both on and offline.
5. Improve advertising effectiveness
There are over 100,000 listings competing for attention on job boards like SEEK at any time. To cut through this clutter, your job ads need to speak your candidates’ language and highlight the role’s unique benefits. A professional copywriter can help you create job ads that reflect what matters most to candidates. This will help your ads stand out in the search results, get more clicks and more well-matched applicants.
Recruitment professionals play a vital role in helping organisations attract and retain talent and helping candidates achieve their career ambitions. To stand out from competitors and earn loyalty, recruiters must demonstrate both industry knowledge and a understanding of people. Professionally written content helps you communicate this meaningfully to your audience. It gives your clients and candidates confidence you are not just a consultant but a trusted partner in their success.