2018’s best innovations in aviation and aerospace recruitment?
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Sophie Wild shares recruitment intelligence
Recruiter blogs and guest blogging – Some inside tips

What you can achieve

Why you want to get this right

Blogs can do so much to help you reach potential employees. They establish a conversation between you and your audience. They build your credibility. They provide insights into your work culture, and help future employees imagine their lives at your organization.

You can create your own blog, or you can write a guest blog on another organisation’s site. (You can see an example of a guest post on the Flight Jobs jobseeker blog here.) Guest posts are a great way to dip your toes, or to expand the reach of your own blog.

And while you can find advice all over the internet on how to establish a solid blog or write a good post, I would like to share some tips I’ve come across or learned while blogging for Flight Jobs.

Improve engagement with images

Relevant images will make your posts more effective

A wealth of data shows that images are easier to understand and recall than text.

We process images 60,000 times faster than text.

But more importantly, images help readers to remember your message. It’s a phenomenon known as the Picture Superiority Effect. In one experiment, for example, information presented as words was 90% forgotten just 72 hours later. But when the subjects were provided both words and images, they could remember 65% of the content after the same period of time. That’s exactly 6.5 times more information that stuck.

Images also make text more persuasive – perhaps because your message is easier to understand in the first place. One study found that audiences were 43% more likely to be persuaded when text was accompanied by relevant images.

At the end of the day, it’s a numbers game. And content with compelling images receives 94% more views.

Get your readers thinking

If your blog post gets your reader to make decisions, then they are engaging themselves with the content

You want your readers to engage more, right?*

This will happen naturally if your blog post prompts people to make decisions. For example, you could get a potential employer thinking about which city they would like to be based in.

One of the easiest ways to do this is to ask questions.

* See what I did there?

Speak to one person

Write to each reader as ‘you’ individually, not to all of your readers as a group

Treat your blog post like a personal conversation between you and one individual. It drives a more genuine rapport.

Nobody likes to feel like they’re being talked at. You want to be addressed personally. So treat your readers with the same respect.

It also helps to create an environment where your readers can respond back to you.

Writer smarter, not harder

Use the material you have at your fingertips

You don’t need to reinvent the wheel every time you create a blog post. Chances are you already have some really relevant content that you can update or reformat.

Or perhaps you have a video, news story, social media post or long article that is just too hard to turn into a smart blog post. Why not use it as the focus point for an interview with one of your employees (or a senior manager, or another relevant stakeholder) instead?

This works in reverse too. After you’ve gone to the effort of creating your fantastic blog post, don’t forget to use that content as widely as possible. Share it on your social media channels, in your eNewsletters, and in your internal communications.

Track engagement

Use some simple tools to track reader engagement with your post

Like impressions and click-through rates.

This information can help you understand your audience. But knowing about your own popular content also helps you continue improving as a blogger! So you can write more relevant, engaging and interesting content in future.

Flight Jobs can recommend the perfect blend of print and digital elements for your next campaign

Get in touch

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