The world of recruitment is fast-paced and challenging. It’s always about striking a balance between fostering good relationships with clients against attracting the right kind of talent to fill positions. You must be very adept at juggling clients and candidates and our focus for today’s blog, SLR recruitment is very good at just that. Let’s expand on how you evolve a content strategy and a narrative with a specific arm of recruitment.

Marine Recruitment

SLR marine recruitment has carved out a niche in the busy and growing shipbuilding sector. They supply skilled trades into thriving shipyards up and down the country from Glasgow to Cammell Laird at Birkenhead. So how do we evolve titles and a blog strategy for this niche? Right from the start of our relationship with SLR, it became obvious there were specific areas and themes within the business that we could tap into.

These areas are as follows:

  • Shipbuilding industry news

  • Outreach into the local community

  • Emotions and fears of those transitioning from the military

  • Ensuring clients know SLR can meet demands

In recruitment, you are always balancing the needs of the clients against the candidates and therefore your content needs to reflect that. SLR is no different so underpinning those themes is ensuring the narrative has developed with both so that they feel valued and heard.


They need to feel that they can trust the team, that SLR knows and understands their market and the demands within it and can help them deliver large-scale shipbuilding projects.


They want to feel supported every step of the way and that their needs are heard and met. They also need to understand how their specific skills are an asset in the marine sector such as security clearance.

Monthly keyword report

We produce a report that shows where the SLR site ranks for their specific keywords such as
shipbuilding industry, marine sector, skilled trades Portsmouth

and so on. This is then used by the content team steered by me so that we react to any terms that perhaps have dropped or aren’t yet on page 1. With this method, it becomes a very cohesive strategy that ensures SLR remains very visible online for the shipbuilding and marine recruitment sector.

How to develop a targeted recruitment content strategy

This is the fundamental difference between blogging for the sake of it and writing content that has a clear strategy, audience, and goal. At the centre of this is also our relationship with SLR and ensuring yes, we are reacting to a monthly keyword report, but we are also constantly communicating and getting a sense of what is going on in the market. With any client and specifically an ever-changing niche like recruitment, those challenges you hear in your business daily coupled with the questions your clients are asking, the concerns and fears your candidates are voicing will be reflected in search terms and keywords. At iContent therefore we ensure that we remain in constant contact so that between us we develop a strategy that meets what people are looking for online and the titles are designed to react to those search terms.

It’s worth remembering that the blog is a page that ranks on its own so it’s critical to develop an SEO content strategy.

Published On: July 13th, 2022 / Categories: Content Marketing, content service, Digital Marketing /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.