The way you do it is by carefully considering your audience and telling them a story. The story must interest them. This principle, caring about your readers, is central to web success. We generally guess that a company who can't write a successful press release stands little chance of developing features that meet the needs of job hunters or recruiters. It isn't always true, but it is a good indicator.
People make funny distinctions.
Our company only works with HR departments, no headhunters allowed. This tired separation between Recruiters who work directly for a company and those who work as an outsourced solution afflicts many in our industry. Meanwhile, fully outsourced staffing solutions are gaining momentum. Recruiting has gotten tough as demographics have shifted. More than a few large concerns are turning their staffing problems over to companies that specialize in Recruiting and Placement.