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Recruitment industry experts

This is where smart, targeted content can help. It differentiates you from competitors, asserting you as the go-to provider of recruitment services while keeping costs down – content marketing costs up to 41% less per head than paid search. Woo is the copywriting agency to help you stand out as a recruitment expert.

To produce great content and to drive uptake from companies and candidates, you have to work with experts in the recruitment industry. Woo’s expert recruitment copywriters have proven experience in attracting high-profile companies and the best applicants. Their combined recruitment experience comes from years of writing for agencies or in the media, meaning there are no people better placed to craft first-class content for your recruitment business.

At Woo, we are experts at creating copy for all sectors of the recruitment industry, including:

  • Construction
  • Education
  • Engineering and Technical
  • Financial and Legal
  • Health and Social Care
  • Hospitality
  • HR Professionals
  • Industrial
  • Marketing, Media, Communications and Creative
  • Office Professionals
  • Rec to Rec
  • Sales and Retail

Branded SEO-friendly recruitment content

At Woo, we take time to understand your business, audience personas and commercial goals. This enables us to produce branded content that’s on tone while being focused on generating clicks, likes and shares. 

So, whether you’re creating recruitment copy for SEO, your website or articles, we understand how to deliver high-quality recruitment copywriting tailored for people and search.
There are many benefits to investing in branded content in the recruitment industry. The best content:
  • is informative and helpful, not invasive
  • conveys your values
  • is optimised for your target keywords
  • is engaging and encourages shares and backlinks
  • makes an emotional connection with readers
  • inspires them to take action
Our approach
Woo uses a cloud-based platform to deliver content at speed and scale, on time and on budget. While every client is different, we have a tried-and-tested process for content production, where we plan, brief, create, edit and publish content direct to your CMS, all from one place. This approach streamlines delivery.

The typical process we apply when working with clients can be summarised into three phases:
Identifying and understanding customer profiles, defining content goals

Keyword research, trend analysis, competitor analysis, brainstorming

Content calendars, style and tone-of-voice guidelines, optimisation

Types of recruitment content we provide

No matter which type of recruitment copywriting services you’re after, we’re here to help. We write landing pages, blog posts, and press releases, to name but a few.

Some of the popular formats of content we can produce for you include:

Evergreen Content

There are some aspects of what you do that will never change, writing about these topics makes for great evergreen content. This long-lasting content will continue to provide the reader with valuable information, no matter how long ago it was written. From industry profiles to interview tips and insider knowledge, we can help create long-lasting content that will support your sales funnel.

Blog Posts

By entrusting your blog posts to our writing team, you can talk about your proudest moments and most exciting developments with precision and personality. Our tone of voice will match yours, taking the hassle out of connecting that narrative with your clients and end users.

Press Releases

If you’ve opened a new branch office and want the local paper to know, or you’ve just won the industry award that’s made you the envy of your peers, we can make sure you deliver that message at the right time. Woo’s award-winning press releases have gained widespread coverage, so we’re in a great position to make sure your success does not go unnoticed.

Website Copy

Landing pages are the foundations of your website. Our proven methods enable your voice to ring clear throughout, resulting in an accessible format for your clients while keeping a professional tone.

Job Advertisements & Company Profiles

Writing a stand-out job description is an essential step for attracting qualified candidates. Our expert recruitment copywriters have the know-how to craft compelling and informative copy that paints an accurate picture of the role and inspires applications.

5 Powerful Examples of Recruitment Copywriting

While job seekers have long fretted over the mere six seconds prospective employers spend looking at their CVs, it’s now the recruiter’s turn to worry.

With bounce rates on career pages as high as 98%, grabbing potential talent’s attention requires creativity and skill.

Well-written recruitment copy can overcome this hurdle and provide multiple benefits. Firstly, it helps recruiters and businesses to be found organically by search engines, where 80% of job searches start. Secondly, it convinces candidates of the appeal of a role, and finally, it lends insight into the culture and personality of your company.

Below are 5 of the best recruitment copywriting examples we’ve uncovered:

Innocent Drinks compelling company culture

Bland job descriptions and overused company phrases like ‘we believe in innovation and hard work’, have a tendency to blend together – especially for a job applicant looking at multiple companies. Innocent Drinks completely bucks this trend of monotony with witty, snappy wording and a distinctive tone across their recruitment pages.

Communicating this unmistakable voice immediately shows potential candidates Innocent’s style and – indirectly – their company culture. It’s entertaining to read, which in turn makes it appear that working for Innocent would be just as much fun.

With nearly 80% of millennials listing the ‘people and culture fit’ as more important than career potential, copying Innocent’s approach will attract like-minded individuals who slot seamlessly into existing teams.

Huge’s use of one alienating slogan

Huge grabs candidates’ attention immediately with its bold headline: “Get paid for giving a shit.” Straight away, this communicates a strong personality and no-nonsense way of thinking that candidates can identify with.

Some will not, which in the marketing world is called ‘alienating the non-prospect‘. In effect, this means Huge is essentially turning away prospects who find the slogan too abrasive – all without needing to do any actual vetting. In turn, Huge knows that those candidates who do apply for positions are already on board with this bold aspect of the brand.

Huge goes on to list the top five reasons to join their company, which as our fast-paced world has proven, is an effective way to grab short attention spans quickly and simply.

Mashable’s mastering of LinkedIn

Social media giant LinkedIn’s whole persona is geared toward business networking and job searches. So as a brand, especially an online media company like Mashable, a well-optimised profile tells your story succinctly and adds an element of trust for readers.

Mashable uses one paragraph for their company description – a bite-sized snippet that gives you key elements without too much mundane history. For instance, they highlight important statistics, such as their 45 million monthly visitors and 30 million social followers, and their company values so that candidates understand the pieces of their brand that matter most.

Their regular updates from various industry experts also draw in a wide demographic and introduce prospective employees to Mashable’s content. A regularly updated jobs section also makes searching for positions simple.

MailChimp’s innovative job descriptions

In 2015, MailChimp decided that standard job descriptions just weren’t working for their recruitment. So, they brainstormed a new way to appeal to potential candidates that drew parallels between a fun, nostalgic item – baseball cards – and the qualifications needed to work at MailChimp.

While this idea was primarily off-the-web – they actually printed the cards and sent them to subscribers of their Chimpington Post magazine – they also covered all their bases (excuse the pun) by publishing a blog post about the innovation behind the idea.

When traditional methods grow stale, a fresh perspective can shake things up and draw in playful, early-adopter prospects.

Red Frog Events’ landing pages

Sometimes, it’s easier to tell job seekers who you are via other landing pages linked from your jobs page. That’s what Red Frog Events decided to do, after winning several company culture awards and realising their culture is a unique selling point for the business.

So, instead of packing all of their information on to one career page, they naturally refer potential candidates to their ‘Our Culture’ landing page, which immediately makes working for this brand look like a blast.

It also concisely notes the extensive benefits you get as an employee of Red Frog, including a one-month, paid sabbatical after five years with the company and one work-from-home day per week. Having this separate page also gives them a second chance to rank in Google for search terms like ‘What’s it like to work for Red Frog?’

Where to begin

Working with a copywriting agency will ensure you have the right recruitment copy to demand job seekers’ attention and make them feel like the job was made for them. A successful recruitment page lends transparency about the job roles and company culture so that candidates get to know you before they actually apply.

In a competitive job market, it’s also a great opportunity to sell your company and stand out from generic offerings. WooContent offers copywriting services for recruitment companies, so if you’re looking to make your copy work harder, get in touch today!


  • ‘What’s most impressive about Woo is their understanding of how web content can positively impact SEO performance’

    James Stewardson
    SEO Account Director, PHD

  • ‘Woo grasped the style and tone we were looking for instantly and delivered great-quality content on time, every time’

    Vanessa Lenssen
    CEO, GoLearnTo

  • ‘I found Woo to be very diligent and dependable; they even delivered the output before the deadline. I highly recommend them.’

    Roberto Lattanzio
    Head of SEO, Gamepix

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