What is Employer Branding?

18.02.2021

WHAT IS EMPLOYER BRANDING?

So what exactly is Employer Branding? The short answer: Employer Branding is the work of affecting the perception of your company as a workplace – your Employer Brand. The Employer Brand consists of your potential, existing, and former coworkers’ (and everyone else’s) perception of your company’s reputation and popularity.

And that’s exactly why an employer brand is vibrant, dynamic, and not easy to control.

What you need to know about Employer Branding

We can’t decide what our company’s reputation towards others is. But we can do a whole lot to influence their opinion. But like everything else, it is no good to say one thing but do another.

So when you say there is a flat corporate structure, but the heads are sitting alone in their large office and are making all the decisions by themselves – yes, then you have a problem.

All those nice words on your website simply need to match the feeling that your employees have regarding your company. Who would you trust the most? The value proposition text on the website or words directly from former employees of the company?

This is why Employer Branding is all about affecting everyone’s – both in and around the company’s – perception of the company’s workplace to create good publicity – thus a Great Employer Brand.

Companies with a consistent and proactive Employer Branding strategy are experiencing increased commitment and level of productivity among employees. But to get there requires a lot of hard work and a thorough knowledge of the authentic experience of the company as a workplace.

Today it is the talents who choose where to work – and not vice versa. Work, in other words, has become a product itself.

HR NEEDS TO LEARN OF MARKETING

Employer Branding is closely related to traditional marketing. But rather than promoting a product or service to a customer, it’s here to market the company as an employer to potential, former, and existing employees. If it is a success, you can make them company ambassadors.

Talents know their worth and are far better at constantly researching their upcoming, current, or former workplace. At the same time, they like to talk loudly about their workplace. Due to this, the company’s Human Resource managers must proactively continue to influence the workplace’s passion.

The work involving Employer Branding

Employer Branding is not just about how to maintain employees, but also about how to attract new employees and to give a proper goodbye to those employees that are moving on. Therefore, it may be helpful to divide the work with Employer Branding into three phases: 1) The attraction and during the recruitment phase, 2) the onboarding & retention phase and 3) the offboarding phase.

It also creates an image of how Employer Branding is extremely broad and expansive. Therefore, it requires a much more strategic approach – both before and after recruitment.

 

 

Before working with Employer Branding is it important to give some thought to the values you want to be associated with the Employer Brand and whether there is consistency between the values, corporate culture, and identity. At the same time, it’s also important to consider whether those thoughts align with the existing employees.

Which Employer Brand does your business have right now? Thus, prepare an Employer Value Proposition (EVP). So, go out and talk to your employees. What values do they connect to the workplace? And if it is possible, it’s a good idea to research how outsiders perceive your workplace. Successful Employer Branding requires a holistic approach, where authenticity is essential.

When you then start to plan your Employer Branding strategy, you’ll need to make sure that it’s aligned with the overall business strategy. Those two must complement each other. An example could be: If you have a company strategy that implicates you want to be a Thought Leader. In this case, an Employer Branding strategy could be, that you want to attract expert profiles and people who are norm breakers, who are turned on by innovation and business development and aren’t afraid to stand in the spotlight.

Exactly what kind of Employer Branding activities to launch, we’re going to write a lot more about.

3 TIPS to help YOUR EMPLOYER BRANDING

  1. Examine how managers, employees, and external stakeholders mention you. Take a look at how your Employer Brand is right now!
  2. Define your vision, goals, and values ​​of your Employer Branding and make sure that it plays along with your business strategy. Where are you and where do you want to be?
  3. Map out which candidates you attract now, who you already have, and who you want to attract in the future.

What is Recruitment Marketing

15.01.2021

What is recruitment marketing and why is it so important?

Within modern recruitment and as a part of the fight for the best candidates, a new concept has emerged: Recruitment Marketing. But what is Recruitment Marketing?

Recruitment Marketing is an important strategy if you wish to attract employees that truly match your company. It’s a discipline any recruitment responsible should master, and it should be incorporated in all talent acquisition initiatives.  Unfortunately, it is often only semi-included in the budget and rarely an HR skill. 

WHAT IS MARKETING RECRUITMENT

Recruitment Marketing refers to the strategies and tactics that an organization uses to find, attract, and engage candidates before seeking a job. It is marketing towards potential candidates in a “before-application phase,” which aims to create exposure, attention, and preferably conversions in the form of more relevant candidates for the company’s vacancies.

Recruitment Marketing Funnel | SEEKNSPEAK

As you can see above, Recruitment Marketing represents the very first steps.  Focus is on generating interest in the company as a great place to work by distributing relevant content through various platforms. Even though it rarely isn’t as simple as just filling up the funnel from the top, we still need to create this “perfect” candidate journey. So imagine that the recruitment funnel is filled up with many relevant potential candidates that can be processed and one day convert into your new employee. You’ll have to create various content that compliments each step of the journey.
So for example; If someone already has an interest in your company, but hasn’t applied yet, we need to target that person with engaging content, that can convince him/her to apply. 

This way of thought is not much different than the marketing you already know of – attracting new customers by creating awareness for the products and retarget them to convert that interest into a purchase.

Many companies have gradually become aware of this discipline and have started to include it in their recruitment strategy – and for good reasons! If you don’t invest in your candidate journey (talent attraction) it might affect several important KPIs, including a few or no applicants, mediocre quality in the applicants, vacancies, and worst-case scenario loss in production.

Now that we have looked at what Recruitment Marketing is, let’s dive into how you can start working with it.

KNOW YOUR "CUSTOMER"

When working in marketing it is crucial to know your customer, otherwise, you might risk communicating poorly to your desired target group. The same applies when working with Recruitment Marketing.

Start by asking yourself: Who is my ideal candidate? Which topics and content interest them? And how do I reach them? In most cases, it can be a great idea to talk to your existing employees. This way you can get their perspective on why they think it is a lot more attractive to work in your company than your competitors. This can help create an idea on what to focus on in the communications to attract the desired “customer”.

How to WORK WITH RECRUITMENT MARKETING

Let’s look at how you can start your Recruitment Marketing.

  1. DEFINE THE IDEAL CANDIDATE

    Start by making a persona of the ideal candidate. Look at your current top performers in the company and examine what they need to do their jobs well, what motivates them, and what worries them. The better understanding you get of the ideal candidate, the better you can “talk to her/him” but also know that not all candidates will match the persona. But it gives you a good direction to further work on.

  2. DEFINE Topics/CONTENT to THE IDEAL CANDIDATE

    Generally, it is about getting the culture addressed. Here it is also a good idea to ask a few of the essential employees why they chose to work here, why they are still employed, what they love most about the work, and so on. There will certainly be topics that recur and defines culture. And these are the topics to be cultivated and articulated internally, externally, and in dialogue with candidates.

    Examples of this could be the difficulty of hiring women to a law firm, due to the working hours, however in this case it is important to highlight and exemplify how work-life balance is practiced in daily life. Another example could be that you are trying to attract a specific software developer profile, here it is important to highlight important terms within that area of expertise with concrete examples and testimonials.

  3. REACH OUT to THE IDEAL CANDIDATE

    When you are communicating with potential candidates, it is no longer only through job advertisements or on your website, it takes place. Only your creativeness sets the limits. Think about how Recruitment Marketing messages are communicated through all available channels.

CHANNELS FOR YOUR MARKETING RECRUITMENT

EXISTING AND FORMER EMPLOYEES

Make it easy for them to share their experiences – candidates trust people more than they trust recruiters.

CUSTOMERS

By highlighting former customer cases on your website it shows how your company works with customers and implicates the culture the company has. Cases are probably already in the sales department, so it’s just about putting them to use.

STAKEHOLDERS / PARTNERS

Again, good cases revolving around cooperation with other companies, can inspire and give an idea of your contributions outside the company’s own four walls.

Career page

Engaging and friendly career sites convert better than standard career sites. 47% of candidates check the company’s website, before considering applying for the job, so be sure to make the visit worth remembering. 

JOB POSTINGS

Orchestrate the job in a suck attractive way that candidates can’t help but apply. For example, move away from text posting to a more vivid presentation to exemplify and concretize key messages and retain the interest of the target audience.

Employer Branding videos

Let the employees show who your company is, the journey you are on, and the culture that the candidate simply MUST be a part of. We’ll just say this again: candidates rely more on employees than recruiters.

SOCIAL MEDIA POSTINGS

Interact on Social Media. Candidates will most definitely view your social media sites; therefore, your social media needs to show that your company ooze commitment, devotion, courage, and dedication.


NEWSLETTERS

Internal & external newsletters that inspire and share knowledge. If the content is inspiring enough, it will be shared or mentioned in another context, and who knows? Recipients can be your next employee.

Network

Join the selected network, offer inspiration, and build your candidate pipeline up.


Now you might think that it’s the same content and channels to work with when it comes to Employer Branding? This is partly true, however, there is a big difference. Employer Branding has a broader focus on influencing the surrounding world (all the company’s stakeholders) view of the company, whereas Recruitment Marketing focuses more directly on talent acquisition. That is why those two work well together.

RECRUITMENT MARKETING IS GOOD BUSINESS

The general assumption is that Recruitment Marketing is expensive or only for large companies. But this is far from the truth. Ignoring the benefits of Recruitment Marketing is both expensive and bad business. To continue to spend money on sponsored copy-paste job postings on job platforms and social media without a plan is the same as throwing money out the window. 

Create a Recruitment Marketing strategy and aim to get as far out as possible with your messages. Measure your data and engage candidates over time. That is what Recruitment Marketing is all about. Your reward is highly motivated candidates that make a much greater match for your vacancies, the number of unsolicited applicants increases, and so will your brand awareness.

All in all, your recruitment effort will become much easier, but also cheaper.

 

Jasmina Viso

We would love to help you succeed with your Recruitment Marketing

Reach out to us or learn more about how we work and how we, by using great storytelling, genius concepts, and professional video productions can strengthen your Recruitment Marketing.