“You either have to do content well or not do it at all,” says Michael Oliver. For the Director of Marketing at MBK Search, that means steering away from basic how-to blogs and listicles and taking a journalistic approach to content that targets, nurtures and ultimately builds long-term relationships with the top-tier risk, audit, and compliance talent the UK-based global recruitment firm wants to attract.  

Oliver, who has been charged with overhauling MBK Search’s marketing strategy, decided that neither route was right for the company. “We don't want to position ourselves as a recruitment company in that sense.” Content is going to play a “massive” role in that strategy, says Oliver, “because that’s what’s going to differentiate us from our competitors."

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