This week, Marcus Edwardes chats with Joel Lalgee  from Hoxo Media, a prolific poster with almost 50,000 followers, and teaches recruiters to use LinkedIn content, to attract clients.

Why do recruiters need to sit up and pay attention and start posting meaningful content? 

 [4:54]   Joel saw a huge need within the training and development of new recruiters within the industry that are coming in because when he looks at somebody who’s been in the recruitment industry for 20 to 25 years, most of their business is a result of referrals.

[6:18] Joel’s mission is to bridge that gap and help educate, train, and help equip recruiters to deal with some of the modern challenges that they face in all B2B and sales/recruiting roles.

The mindset behind the initiative that you need to take as a recruiter

[9:16] It’s really about consistency, showing up every day, growing that arctic audience, nurturing them, and building their trust that you’re going to show up every day. You have to change your mindset to this is a long-term investment.

How does Joel keep the ideas flowing on meaningful content?

[22:40] What Joel looks at as meaningful content is one, it’s something that either entertains people, educates people, or inspires people. It motivates people. So those are the four goals Joel sees for content. For a long time, everybody was looking at LinkedIn is it’s just education, education, it’s quote-unquote professional. But what we’re starting to see is this shifts, even to that paradigm of what professional means, like there’s definitely a shift within our work culture.

[23:58] If you think of a good idea, write it down, doesn’t mean you need to use that in content that day, but it’s nice to go back then and have a specific content planning time.

[24:28] The next step past that is to not be too afraid of what the negative result of posting something is.

Strategy from Joel

 [26:40] If you’re not posting anything, start with once a week. Post once a week for a month, get used to it. What you should be doing is posting and then engaging with other people’s content. So you start to get a feel for what are other people posting. You start to get a feel for how to interact on the platform, start to leave meaningful comments. The strategy is every few months, start to add reps, start to add some weight to how much you’re posting and you’re much more likely to be successful with.

 Rules for creating, writing, and engaging content

 [30:37] If you’ve got a speaking engagement, it’s like you’re speaking to the crowd. There are different ways you can invoke conversation. There’s the shock factor that people use and that that’s used a lot on social media. That’s how a lot of people have built-in LinkedIn.

[34:55] A lot of times, the easier you can make it for people to engage on your posts, the more likely you are to get engagement.

[39:03] Try to not get hung up on one type of content. With LinkedIn, you have to switch up the type of content that you’re posting cause there’s a lot of different options. Joel’s advice to anybody is to switch up the type of content that you’re posting and to be consistent.

[41:11] You want to give people something that’s interesting and entertaining. And if you can master that on LinkedIn by testing what works with your audience showing up in different ways, using a variety of different content, you succeed on the platform longterm.