A company blog is a great marketing tool for a small business or brand, and is an essential component for building your community. A blog is also a great tool for recruiting potential job candidates — and not just by posting the copy of the job ad that has been circulated to and posted on other job networks (though that can work well in some situations). These types of blog posts are an opportunity to discuss issues and topics related to your business, which will then likely attract readers interested in addressing those problems or issues. If this reader is looking for a new opportunity, he or she may reach out about solving the problem for you.

To attract potential candidates by blogging about issues and topics related to your business, make it clear in these posts that there is an issue requiring additional expertise to analyze or a problem you are trying to solve. End the blog post with a call-to-action to readers, asking for comments and their ideas about the issue or problem at hand. By blogging with an open-ended question or call for discussion, you may attract experts about the related topic to your blog post. Though they will most likely answer or offer a general overview of the solution, some may directly email you offering a comprehensive answer or solution for a cost. If this meets your need, feel free to negotiate a contract or discuss a full-time position.

While these types of blog posts can be a great method of recruitment, they will stand out like a sore thumb if they are the only types of posts featured on your blog. Be sure your blog is well rounded with other discussions, analysis, features, and news that are not as self-serving as posts designed to recruit new job candidates.