Writing is not the staffing industry’s thing. You know how many individuals regard math with suspicion. There’s definitely some of that here. Luckily, some of the aversion that accompanies doing math is missing. But antipathy aside, there is definitely a lukewarm reaction to sitting down and belting out a blog.
Yes, staffing is about making the sale. It’s not producing Web content. But here’s the catch.
Interesting content can pique the interest of staffing buyers (or job seekers, depending on the aim of the blog). “The ultimate benefit of blogging is the opportunity to communicate your expertise and establish your business as a resource,” writes The New York Times’ Melinda Emerson. Blogging can be a great way to raise brand awareness and generate visibility among potential clients.
And there are those out there who do a great job of it. “The Employment Blawg” by Mark Toth, chief legal officer at ManpowerGroup, and “The Eagle Blog” by Kevin Dee, CEO of Eagle Professional Resources Inc., are two examples that deserve a shout-out.
And not to miss a chance to toot our own horn, Staffing Industry Analysts also recently launched The Staffing Stream, a blogging site where staffing industry executives, buyers and others can share their expertise and ideas. The positive response to it has been overwhelming.
But for the most part, content is an afterthought for the industry. Yes, we recognize the struggle it can be to find suitable stuff to blog about but there are ways to make it simple.
We also get that content alone isn’t the final attraction. But it’s a great draw. So get smart about it. Create the right content, and put it out there. Use the right tech tools and platforms. The power of the Web will take over.