CW Jobs engages with a blog

Adding value to the recruitment process: blogging for CWJobs

CW Jobs is a long-established source of IT vacancies in the UK but in 2008, under pressure from competitors, it felt it needed to reinforce its leading position.

The desired brand positioning was at the heart of the IT industry. CWJobs wanted to be seen as the place to go for IT jobs, and therefore needed to position itself as the IT specialist. Yet it was reluctant to embark on a conventional outbound marketing campaign to do it.

IT job seekers were, they felt, resistant to conventional marketing and highly cynical. CWJobs also felt it was important to use social media techniques, since the IT community were the most likely to be using these networks.

A blog is born
The answer was to blog, but they knew that they needed a diverse range of bloggers who could provide valuable content both on the subject of IT recruitment issues and on wider IT issues. A team was selected, both for their knowledge and, more cycnically, their established audience - the idea being that they would bring their audience with them to the CWJobs site.