Modern day recruitment is evolving at an unprecedented rate. Never before has content marketing played such a leading role in a sector with sales at its heart. Today, recruitment agencies are utilising diverse and far-reaching strategies to position themselves as thought-leaders, improve the candidate experience and attract top millennial talent. Robert Walters is a recruitment consultancy at the fore of their industry – in part owing to their triumph in creating valuable content.
Robert Walters – a global leader
Robert Walters is a global, specialist recruitment consultancy operating across 24 countries and three brands: Robert Walters, Walters People and Resource Solutions. The FTSE 250 company, which specialises in financial services, is just one of the many recruitment consultancies who have recognised the powerful investment that is content marketing. And the results speak for themselves. Pre-tax profits jumped by 23% in 2015, up to £22.4million and its commitment is reflected in the countless industry accolades it’s received. From being in LinkedIn’s top three of the most socially engaged companies, to grand winners of best candidate experience, best recruitment innovation and agency of the year at the HR Recruitment Awards 2015, Robert Walters is doing it right. Here’s what you can learn from them.
Lesson one: create
With increasing pressures placed on attracting talent, recruiters now need to rely on maintaining trusted relationships. Strong evidence that you or your company understand the industry in which you work can help your cause. Robert Walters produces regular market reports and carries out research on key recruitment and job market trends every year. Its Annual Global Salary Surveys, Bonus Surveys, quarterly Jobs Indexes and Insights Reports serve not only as critical decision-making tools for clients and candidates, but offer key insights into the job market.
For the last three years, we’ve worked with Robert Walters on their annual Global Salary Survey. This 500-page guide examines the most up-to-date salary information and employment trends, setting a benchmark for its brand as a reputable thought leader. We’ve also worked with Resource Solutions to develop its 2015 and 2016 Recruitment Outsourcing Insights Report. Like Robert Walters and Resource Solutions, providing your clients and candidates with relevant, tailored and insightful content creates positive relationships and a sense of loyalty, and reinforces your industry expertise.
Lesson two: innovate
Robert Walters was the first to launch a Global Salary Survey, the first to launch a recruitment outsourcing business and the first to launch a Salary Checker app. No stranger to innovation, Robert Walters consistently seeks out new ways to engage with existing and potential candidates and clients. The company knows it has a knack for data-focused content, so it invests in industry-relevant global reports and analytics, like its annual Global Salary Survey and Recruitment Outsourcing Insights Report.
Being the first to share an innovation or idea makes you the original source. If it’s rare or interesting, you can expect that other industry leaders, thought leaders and even media will want to talk about it. By capitalising on its strengths and developing innovative ideas to gather knowledge, Robert Walters warrants its position as a credible thought leader and is successful in initiating dialogue to engage and interact.
Looking for more insights into how to create compelling and unique copy relevant to your sector? Get in touch with the team at Stratton Craig.