What a Blog Can Do for Your Employer Brand

What a Blog Can Do for Your Employer Brand
From Recruiter - November 30, 2016

A blog can be a great, low-cost way to promote your employer brand.If your content is high quality, your blog posts will havethe potential to go viral. Thats a much more effective way of getting your name out topotential candidates than high-cost ad campaigns.

Despite the many advantages of blogging, few companies put much effort into their blogsif they have blogs at all. Here are some insights from the experts about why taking the time to sit down and blog is worth it:

1. Blogging Improves Your Career Sites SEO

The major blog platforms, including WordPress, Blogger, and TypePad, are free and can be linked directly to an existing domain name to consolidate your overall SEO impact, writes Martin Zwilling, founder and CEO of Startup Professionals.

Be sure to link your blog to your career sitein order to increase your online visibility. You can further improve the visibility of specific jobs by including backlinks to those job advertisementswithin your blog posts.

In terms of search engine rankings, I like to think of blogging as fishing, writesJayson DeMers, founder and CEO of AudienceBloom. The more hooks you have in the water, the more likely you are to catch a fish. In the same way, as you add more content to your site, more pages from your domain become indexed in search engines. This improves organic search visibility and increases website traffic.

The more traffic you have going toward your blog, the more likely it is that great candidates will findyou. Your blog should contain content related to your industry, thereby attracting professionals who are interested in your field. In that way, your blog will attract readers who are more likely to be interested in working for your company.

2. Blogging Boosts Your Visibilityin Long-Tail Searches

Long-tail search queries are more specific than simple single keyword searches, and theyre more costly to take advantage of through pay-per-click advertising.

A site without a blog will have a hard time ranking for long-tail search queries, DeMers writes. A typical business website can often successfully rank for business-specific keywords (e.g., Joes Dry Cleaners), but will have a more difficult time ranking for highly-specific phrases like how to get red wine out of silk. Having more content is the best way to rank for long-tail queries; the more content you add, the more chances you have to rank for less common, but ultimately higher-converting keyword phrases.

This is as true for career sites as it is for company sites. A well-maintained blog makes your job pages more likely to stand out for specific job searches like software developer at a startup.

3. Blogging Allows You to Develop Your Voice as an Employer

Having an appealing brand sets you apart from your competition.


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