They say matches for matrimony are made in heaven, but down here on earth, matches for jobs are made in placement consultancies. There are hundreds of placement consultancies today which are making right talents meet right organizations. Now if you have to develop content for one such placement consultancy, then how do you position it as an exclusive and distinctive agency when it is doing the same job as thousand other companies? Let me share my experience of developing content for a placement consultancy’s website.

I had no clue about the consultancy business when I was handed over the project. So the first task that I undertook was to do research and analyze. Having a clear view about the competitors and the company differentiators is the most important thing while you are straining your brains to come up with a brilliant idea that can place your client, a large HR consultancy in the league of leading companies rather than the routine ones.

In any kind of creative writing it is important to understand the business as well as the target audience. Placement consultancies are a bridge between job seekers and employers, so their target audience consists of both. So after understanding their business and industry nuances, I interacted with the client to know about the services that they offer for their clients and job seekers. Developing a content to address to different work groups where in the website would be scrolled by a company CEO who is probably an MBA from IIM to a college student who is looking for a temporary job, was tough job.

After doing all the preparations from research and understanding, I began to write the content. Now there are three key fundamentals that one needs to keep in mind while you are developing content for a placement consultancy-

Make it fresh and distinctive- HR consultancy is a flourishing business today, and there are more than 3000 placement consultancies that are registered on naukri.com itself, so then how do you expect readers to stop on your client’s website? This can be done by positioning your client as a company which has the competence to stand in line with the leaders. Bring out their efficiency and professional approach in the content. As content writer you are not paid to write, but to charm with your words. Address the pain areas of employers and job seekers and address them in away that convinces the reader that this firm understands their problems and has solutions for the same.

Build trust – HR solution companies are corporate match makers. Job seekers hand over their professional lives in their hands and organizations entrust their company integrity, hence it is important that the website content of any placement consultancy exudes dependability and confidence. The content needs to have an emotional quotient to connect with the audiences.

Use industry jargons- Don’t let the world know that the one who wrote the copy doesn’t belong to the industry. It is good to build an emotional connect but that doesn’t mean you get too verbal. Using professional language and industry jargon is necessary to bring out your client’s expertise in the field. The maximum business for placement agencies comes from employers and not job seekers who can easily register themselves on the various online job portals. Hence the language needs to be prove the credibility of your client’s experience and industry expertise.