The recruitment section of your company website is obviously there to encourage interest in working for your company. In order to attract an audience, one of the things you must do is appear in search results so that your target group can find you.
Once they have found you, your content must be relevant and targeted to them so that they want to apply for your roles.
One way of keeping the recruitment section of your website up to date is to share and write articles with current news and trending topics that will resonate with the young talent you want to attract, keeping them engaged.
But keeping on top of writing about current trends and news is only one aspect of your recruitment blog.
You also need a good block of evergreen content. Evergreen content is a critical tool for bloggers looking to create material that remains relevant over time.
For a recruiter blog, evergreen content can help establish authority, attract ongoing traffic to your website and provide long-term value to both your young job seekers and for you as an employer.
In this guide, we’ll explore how to craft compelling, timeless content tailored to your company and to the young people you are looking to hopefully employ in the future.
Once you have spent the time getting your evergreen content right, it will be there for the long term, only requiring occasional minor updates to make sure it is still relevant.
What Is Evergreen Content?
Evergreen content refers to articles, guides or posts that remain relevant and useful regardless of when they are read.
Unlike news or trend-focused pieces, evergreen posts maintain their value over months or even years and continue to encourage relevant traffic to the recruitment section of your company blog or website.
Examples of evergreen content for your recruitment section might include:
- How-to guides for completing your job applications
- Tips for improving CVs and how to make them relevant for your vacancies
- How to write cover letters and what to include them
- Interview preparation strategies – many young people will have little or no previous interview experience so these tips could be invaluable
- Insights into how your workplace operates – brief descriptions of what each department does. This can also be photos and videos as well as written content. You could ask other young people in your workplace to describe these departments and their experience of them
- General examples of the types of social activities and other activities out of the workplace that your company might do
- FAQs – there will be a lot of questions that young people frequently ask about the sector you are operating in and also aspects of your recruitment such as your application process. Research what these questions are and make sure you answer them as part of your evergreen content
Why Evergreen Content Is So Important For Your Recruitment Pages
So, what does evergreen content do to benefit your recruitment pages?
- Consistency In Traffic: Search engines favour content that answers perennial questions. Take your time to get your evergreen content spot on because high quality evergreen pieces that are targeted and answer all the right questions can drive steady traffic to your recruitment pages over a long period of time
- Establishing Authority: By producing timeless, high-value resources, employers can position themselves as thought leaders in the industry. Well thought out recruitment pages will demonstrate to young people that you value their interest and applications
- Application Generation: Effective evergreen posts often include calls-to-action (CTAs) that convert young visitors into job applicants. Look at your competition to see how they are using their recruitment pages to encourage applications from young people
- Time Efficiency: Unlike time-sensitive posts, evergreen content doesn’t require frequent updates, making it a worthwhile long-term investment. As we said above, taking the time to get it right will pay dividends in the future
How To Choose Your Evergreen Topics
To create engaging content, you need to focus on topics that align with what your audience is looking for.
Identify what school leavers, students and graduates are looking for in their jobs and careers. These can be different, depending on the type of recruitment you are doing. Content for your annual seasonal Christmas recruitment is going to be different to that for your Apprenticeship and Graduate Programmes, for example.
Identify Pain Points
Recruitment often involves recurring challenges for both young job seekers and for you as an employer. Use these pain points as your inspiration.
For young job seekers, include content about:
- How to write an attention-grabbing cover letter for a job application
- Common job interview mistakes made by young people
- How to stand out in a competitive job market
Conduct Keyword Research
Even if you are not an SEO expert, if you are spending time on getting your evergreen content just right, you then want to be rewarded with views to that content. One of the ways to do this is to make sure you appear in the commonly used search engines.
Conduct keyword research around the recruitment topics you are going to be writing about and include these words and phrases in your content.
To do this, there are numerous tools to help you and give you some pointers. Especially look for words and phrases that have a higher search volume than others.
What Are Your Competitors Writing About?
Companies in the same sector as yourself are likely to have recruitment sections on their blogs and websites. If you are an SME, have a browse through the websites of the bigger companies to see what they are doing to hook young talent. You could find some handy tips that you can adapt for your own content.
Do an online search and see which companies are coming out top in the search rankings. They are the ones who have usually got their content right. Make the content your own and identify any gaps where you think you can add unique insights to your posts.
Write In A Clear And Engaging Style
Just as your job ads need to attract attention and engage young people, so does your evergreen content. It must be easy to understand and engaging to read.
Keep It Simple
Avoid jargon unless it’s specific to your audience. For example, while an HR manager might understand terms like “behavioural interview techniques,” a job seeker might not.
Always define technical terms when necessary and avoid the use of general workplace jargon in your writing. We have written in the past about how you can lose out on young talent by using jargon that they are unlikely to understand. If they don’t understand your written content, this can make a young person feel that they won’t be capable of doing the job.
Use Subheadings
Nobody wants to see a long raft of text on a page. That can seem overwhelming and boring to read.
Organise your post with clear subheadings to help readers quickly navigate the content.
Subheadings also improve the SEO we mentioned above and make the article skimmable. It might not be necessary for potential candidates to read every single word on the page. Make it easier for them to find with the use of subheadings, short paragraphs and bullet points.
Include Practical Examples
Adding examples can clarify abstract concepts. Remember, a lot of young people will have little or no real experience of the workplace. Give real examples of what other young people in your workplace are doing.
They could even write this section for you!
Engage The Reader
Use a conversational tone that young people can relate to.
Address the reader directly with phrases like, “If you’re looking for a new role, these tips will help you land the interview.”
Keep it clear and to the point. And make sure your keywords and phrases that you researched for SEO purposes fit into your text seamlessly.
Avoid keyword stuffing. Aside from the fact that this is not good for SEO, it is also not a good read for your audience when they keep reading the same words and phrases over and over.
You will soon lose their interest.
Provide Depth And Value
Shallow content won’t stand the test of time. Evergreen posts should thoroughly explore their subject matter.
Be Comprehensive
Whilst you need to be clear and concise, you need to find a balance so that your content is also comprehensive and covers all angles of a topic.
For example, a guide on how to prepare for a job interview might include sections on research, what to wear, body language and follow-up etiquette.
Update When Necessary
While evergreen content is designed to be timeless, occasional updates ensure it remains accurate.
For example, changes in technology or hiring practices might require revisions to older posts.
Incorporate Multimedia Into Your Recruitment Pages
Enhance your post with images, videos or infographics. This is really important when looking to engage young people.
A visual element like a sample CV template can make your content more engaging and useful. Videos can also help them to understand more about how your company operates.
Make Your Content Shareable
An engaging evergreen post can encourage young people to share your content with friends and peers on social media, so make sure you make that content easy to share with the obvious ‘share’ options.
This will amplify the reach of your recruitment content. Ways to do this are:
- Craft Compelling Headlines – A strong headline grabs attention and encourages clicks. Use numbers, questions and / or power words like ‘ultimate’ or ‘essential.’
- Encourage Social Sharing – Most young people have a presence on social media. Add social media sharing buttons to your blog posts and web pages. This makes it easy for them to share your content with their networks.
Incorporate Real-Life Stories And Case Studies
Evergreen content becomes more relatable when paired with real-world examples. This is especially true for young people. If you have young members of staff who are willing to share their experiences, this is an effective tool in making your content relatable for your target audience.
- Success Stories – Share anecdotes of candidates who followed your advice and secured their dream job. These stories make your tips actionable and credible.
Repurpose Your Evergreen Content
Make your evergreen content work for you by taking aspects of it and repurposing it into different formats.
- Create Visual Assets – Turn key insights into shareable infographics or short videos for platforms like LinkedIn, YouTube Shorts or Instagram Reels
- Build Email Campaigns – Use evergreen blog posts as the foundation for email newsletters. For example, a series on interview tips could become a multi-day email course
- Develop Ebooks – Expand on popular evergreen posts to create downloadable resources. For instance, a comprehensive guide to CV writing could become a free ebook
All of this can be done relatively quickly, using the content you already have.
Interact With Your Audience
Encourage readers to interact with your content to boost its longevity and relevance.
- Ask For Feedback – Invite readers to comment with their own experiences or questions. This can inspire future blog topics and build community engagement. It can also highlight any information or tips you may have overlooked in your content.
- Respond to Comments – Actively engage with readers by answering their questions or acknowledging their contributions. This shows that you value the time they have taken to both read / watch your content and to respond to that.
Monitor Performance
Once your content is out there on the internet, there are various ways in which you can analyse how your evergreen content is performing. This can then give you pointers on how to refine your strategy going forward.
- Use Analytics Tools – Google Analytics or similar tools can reveal which posts consistently attract traffic. Identify top performing pieces and replicate their success. Don’t forget to make use of the analytics tools on the various social media outlets, too, to check on your top performing posts and videos
- A/B Test Headlines – Experiment with different headlines to see which drive more clicks
- Track Keywords – Monitor the rankings of your primary keywords to ensure your content remains competitive. These keywords and phrases can change over time so make sure you stay relevant
Writing Evergreen Content
Writing evergreen content for a recruiter blog requires a deep understanding of your audience, strategic topic selection and a focus on delivering long-term value.
Investing time and effort into evergreen content today will pay dividends for years to come, ensuring your blog or website remains visible in a competitive arena. And, in turn, giving you the best chance of recruiting the top young talent.
