Creating HR content is another way to position yourself as an expert in the labor market or as a valuable specialist in any company. However, in order for your materials to be successful, it is necessary to adhere to five rules. We have collected them in this article, and they all have one goal – to maintain a reasonable balance between readers and search engines, practical content and theoretical value. Let’s get started.
Keep It Simple
If brevity is the sister of talent, then simplicity is the sister of good perception and user engagement. So that users want to read your content and get maximum value from it, it is necessary to try to keep it simple but as meaningful as possible. And this is a skill that needs to be developed — so if you would like to write a book.
Plus, you also need to always consider the specifics of the target audience. What seems simple to a beginner will seem obvious to a professional. Conversely, what may seem simple to a professional will prove to be difficult enough for a beginner to understand. Therefore, before choosing your writing style, understand what level of knowledge your target audience has and this will immediately give you an idea of at what point in theoretical knowledge you need to start your story.
Keep it Practical and Actionable
Obviously, it does not make sense once again to rewrite the theoretical material, which is freely available. Valuable content that has a good response among the target audience and shows good behavioral factors always contains the practical value and is a piece of actionable advice on how to solve a particular problem. Here is an example article with a practical and effective title, “How to find 5 programmers in 3 days and make sure they are suitable?”.
However, it’s not enough to come up with an attractive headline only. An effective and practical article implies the availability of detailed instructions on what to do and how to get the desired result. Plus, regarding HR content, here you also need to take into account the specifics of the company and understand that what is suitable for food retail, for example, does not have to be suitable for the automotive industry – as well as vice versa.
Keep It SEO-Friendy
This is just the case when you have to learn to balance between the two abysses and look for approaches that will simultaneously give you the opportunity to fill your text with relevant key queries and preserve the value for the reader.
- However, in any case, it is not worth using too many keywords. It would be optimal to use several keywords with the high frequency of use – to increase coverage,
- several keywords with the average frequency of use – for better organic promotion,
- and several keywords with a low frequency of use – in order to make your content more specific regarding user requests who use long-tailed keywords.
Keep It User-Oriented
Of course, you cannot completely ignore SEO requirements, but your primary goal is your readers. And Google, knowing this, evaluates behavioral factors, and not just fullness with key queries as well. Therefore, before creating your material, you need to build an understanding about
- for whom do you write
- what problems do these people and companies have
- do you have any valuable insights confirmed by your practical experience
- what is the purpose of your content beyond satisfying readers’ requests?
Perhaps this could be expanding the target audience if you are developing your own blog, increasing the awareness of your personal brand, or strengthening your position as an expert in the labor market.
Keep It as an Inverted Pyramid
So, it’s time to talk about the latest rule that will help you keep your readers involved. This is called the inverted pyramid rule. In its most general form, it resembles the rule of writing college essays, which begins with an introduction containing a thesis statement, then continues in several main parts and ends with a conclusion.
To get started, you may check up how professional writers adhere to this rule. The Online Writers Rating review website has collected the best freelance authors who are able to make any topic engageable, meaningful and interesting to research.
So, the rule of the inverted pyramid says that you need to start your article with a very short introduction, then go to the most powerful statement – the basis of your material, supplement this with valuable information and only after that go on to more extensive and detailed explanations of your ideas. Acting in this way, you will give your readers the opportunity to grasp the essence from the first lines, and only then, if desired, delve into the details.
Many HR managers have to work at the intersection of competencies: HR, marketing, media, PR. HR managers often have to write vacancy texts, prepare materials for the intranet, launch e-mail newsletters, lead communities on social networks and channels in messengers. This is a reality for medium-sized companies, which, while still at the beginning of the development path, cannot yet afford individual specialists for each task. And of course, it’s hard to do it all at the same time and on your own. In this article, we have compiled the five most effective rules that also work when writing posts for social networks and job texts. Do not wait any longer and start trying today!
- 5 Rules To Write The Perfect HR Content For Both Search Engines and Readers - February 4, 2020