Last week’s blog based on the recent white paper looked at strategy and goal setting. This week part two will focus on what the paper discovered in relation to the content mindset. If you haven’t read part one and would like to first, click here
It is widely agreed that high quality content is the only real differentiator from the rest of the noise out there. But curating authentic content is another matter completely and bridging the gap between sales and marketing is really important. The problem however, is that recruitment firms are full of sales people who don’t think like marketers, but there are also a lot of agencies led by entrepreneurs who don’t either. What should be highlighted is that part of sales people’s KPIs is going to be influenced by the marketing department doing its job properly.
This can be implemented through team leaders being required to produce a certain amount of content or ideas quarterly, with this activity being built into their performance ratings. This has to be led from the top – and without that KPI in place, the expectation is they will do it out of the goodness of their hearts – which just won’t happen.
Another route that can be taken is getting the marketing department to interview consultants. The content will be written by someone in the marketing team so it will be on brand, but the information has been downloaded by the guys on the ground. You can get a lot of information from a 20 minute coffee with a consultant – so it’s their content but the marketing team’s crafting which communicates the message. With the best will in the world, a consultant is not going to sit down and write a blog when they have calls to make and fees to get on board.
Clearly, it is a case of the content mindset having to work both ways, with marketers having the ability to tease the information they need out of recruiters – rather than just expecting them to volunteer it. This, of course, means lots of questions – and not just of recruiters – but of clients and candidates too!
To view the white paper that this blog series was based on click here