Most recruitment agency blogs are ghost towns. A few posts from 2019. Maybe a "market update" from last quarter. Nothing that actually attracts candidates or convinces clients.
That's because most recruitment content is written without strategy. No keyword targeting. No audience focus. No connection to what people actually search for. Just content for content's sake.
Effective recruitment content serves your two audiences — candidates looking for career guidance and clients looking for hiring insights. Both should find you through search, see your expertise, and take the next step.
Candidates don't just search for jobs. They search for career advice, salary information, interview tips, and industry insights. These searches represent people actively thinking about their careers — your future applicants.
Salary guides — "Software developer salaries UK 2025." High search volume, regularly updated, positions you as the authority candidates trust.
Career advice — "How to break into [industry]." "Skills needed for [role]." Content that helps candidates and captures them early in their job search journey.
Market insights — "Is it a good time to move jobs in [sector]?" Content that addresses the questions candidates are actually asking.
Interview preparation — Role-specific interview guides. What to expect, how to prepare, questions to ask. Genuinely useful content that candidates bookmark and share.
Hiring managers and HR teams search for solutions to their recruitment challenges. Content that addresses those challenges positions you as the expert, not just another agency.
Hiring guides — "How to hire [role] in [location]." "What to look for in a [specialism]." Content that demonstrates you understand the roles you recruit for.
Market intelligence — "Tech hiring trends in Manchester." "Finance recruitment outlook." Insights that show you understand the market, not just the job specs.
Case studies — How you solved specific hiring challenges. Proof that you deliver, not just promises that you can.
Thought leadership — Point of view content on recruitment challenges. Not generic advice — specific perspectives that differentiate you from agencies who all say the same things.
Generalist content rarely ranks. "Interview tips" competes with every career site on the internet. But "interview tips for data engineers" or "salary guide for construction project managers" — that's ownable.
If you specialise, your content should too. Build depth in your sectors rather than breadth across everything. Become the obvious resource for candidates and clients in your niches.
One-off blog posts rarely justify the investment. But content assets that rank, attract traffic month after month, and build authority — that compounds.
A salary guide that ranks and gets updated annually becomes a permanent candidate magnet. A hiring guide that HR managers bookmark brings repeat client visits. An industry report that gets cited builds backlinks and authority.
We focus on building content assets, not just producing content. Fewer pieces, more impact, better returns.
National agencies need content that works across locations without duplicating effort.
National pieces with local angles — A UK salary guide with regional breakdowns. Hiring advice that acknowledges market differences. Content that serves the whole business while supporting local visibility.
Location-specific content where it matters — Some topics genuinely differ by location. The Manchester tech market isn't the London tech market. Where differences matter, local content makes sense.
Efficient production — Templates, frameworks, and processes that let you produce location-relevant content without writing everything from scratch for each office.
Recruitment agencies who want content that actually ranks and attracts. Specialist recruiters building authority in their sectors. Multi-branch agencies needing scalable content approaches. Agencies tired of blogs that nobody reads.