Turn client and candidate calls into content that matters
Most recruiters I’ve worked with don’t actually realise how much market knowledge they have. And from a content perspective, recruiters are sitting on gold every time they speak to a client or candidate. The only part missing? Noticing it.
Over the years, I’ve changed loads about how I work. New platforms, new tools, new tactics – but one thing that’s stuck is getting recruiters to use everyday conversations to fuel content. It worked when I was at Hays (pre-LinkedIn-as-we-know-it, and long before the term “personal brand”), and it still works now.
The calls you’re already having are full of ideas
Consultants are on the phone constantly. Every conversation includes little bits of insight that could be turned into a post, a newsletter, a poll, or even just a great question to ask your network.
Back in the day, consultants I worked with would scribble things down in a notepad after each call:
- What trends are popping up?
- What are clients struggling with?
- Are job flows changing?
- How is tech changing things for the better (or worse)?
These small observations built up over time and formed the backbone of content that actually landed with their audience. Because it was based on what people were really saying.
You’re already trained to listen – just shift the focus slightly
Recruiters are brilliant at picking up buying signals. You’re already tuned in. All you need to do is layer in a bit of marketing thinking.
Next time you hear a client say something interesting about a shift in hiring plans, a challenge they’re facing, a new competitor they’re coming up against, jot it down. That’s content.
If you don’t hear anything useful, just ask
Sometimes the insight won’t come up naturally in the conversation, so give it a nudge. At the end of a call, ask:
- “Where do you think the biggest investment will be next year?”
- “How are you preparing for [insert new legislation]?”
- “Which competitor’s making the biggest noise right now?”
- “What’s your team most worried about at the moment?”
These questions open up really valuable conversations and they only take 30 seconds.
Then turn it into content that’s actually useful
At the end of the week, drop your notes into ChatGPT or brainstorm them out. You’ll end up with content based on real, current challenges. Not just guesswork.
And you don’t need to overthink the format. One insight could be:
- A quick LinkedIn post
- A short video
- A stat to open a client email
- A trend to build a bigger piece around later
It’s pretty simple really
This isn’t about creating content for content’s sake. It’s about showing your audience that you get their world because you’re already having the conversations that matter. You just need to capture them.
This isn’t rocket science. It’s about solid marketing that makes a real difference.
So, don’t let the insight stop at the end of the call. Use it, share it, and let it fuel your brand!
