In today’s workforce, finding the right talent to fill positions in your company can be stressful. Everyone wants the best and the brightest working for them, and, in order to attract those workers, companies are having to work harder than ever before to recruit them. Some see Employer Branding as the way of the future, while others have thrown everything into Recruitment Marketing. If you’re researching these things to see which approach is best for your company, the answer is BOTH!
Using both Employer Branding and Recruitment Marketing together can result in a powerful weapon that will allow you to have choices when it comes to finding the right people to fill the right positions in your business.
Today, we will be discussing the differences between Employer Branding and Recruitment Marketing and how to put these two constructs together to enhance your hiring strategies.
Employer Branding: Building Your Company Brand
We have discussed Employer Branding before (see our blog from January 9, 2023), but, as a refresher: employer branding is making sure that your company is meeting the expectations of your workers, is different from the businesses operated by your competitors, and has a full range of important and exciting benefits.
An easy way to define a company’s brand is by looking at the mission, values, and vision of a business. These things are what a company shows the world when they conduct business; it is also the culture of the company, and a bright, cohesive business shines from the inside out. Use your branding to show candidates what makes you and your business different. You probably already know exactly what your business’s image is, but, if no one else does, then you need to improve your company’s branding immediately.
The company’s brand is crucial to, not only finding good employees, but also retaining the great ones your business already has.
Recruitment Marketing: Finding the Talent You Need
The best way to define Recruitment Marketing is to say that it is communicating your employer brand to potential employees; it is putting your best foot forward to show them why your company is the one they want to work for. It is important to use your marketing material to engage the people you want to hire, while also being authentic and staying true to your employer brand.
Recruitment marketing is more than just great content and material. A recruiter must be able to synthesize the employer brand with the job details and benefits in a way that makes everything exciting, possibly even inciting the fear of missing out on an opportunity to work in the business. In order to show a successful recruitment marketing strategy, a recruiter needs to fill the positions currently open and also have a pool of potential employees that would be excited to be offered a job from your company should another one become available.
So, What’s the Difference? And Why Should You Care?
There are two main differences between Employer Branding and Recruitment Marketing. The first are the practical implications. As stated above, your Employer Brand is how you showcase your company’s mission and the people carrying out that mission. Meanwhile, Recruitment Marketing is attracting workers that fit into that vision and can push your company further. While your recruitment marketing plan is important, remember that a fully functioning strategy will not exist without a fleshed out employer brand.
The second is consistency. A company’s employer branding should be clearly defined and should stay the same both internally for your employees and externally, whether through social media or advertising. However, for recruitment marketing, your strategy has to evolve and change over time. If your marketing strategy doesn’t grow with you, stagnation will cause the entire plan to fail.
Bringing these two concepts together can be tricky. However, the key is to build your Employer Brand first, and then you can formulate and put together a recruitment marketing strategy.
Every business wants to recruit top talent to work at their company. The only question is how to go about it. In a market where there are still 1.5-1.7 jobs open per unemployed person, employees have the choice of where to work. By maintaining an excellent employer brand and by formulating a solid recruitment marketing strategy, you are on your way to staffing your company with the people you want and need to succeed.
LzRecruit has the skills and technology you need to help you build your brand and recruit employees and prospects, getting your company ready for the challenges of tomorrow. For more information on the LzRecruit Network, contact us at 800-755-0623.
Meaghan Goldberg covers recruitment and digital marketing for Lionzone. A Patterson, GA native, after graduating from both Valdosta State University and Middle Tennessee State University, Meaghan joined Lionzone in 2018 as a digital recruitment strategist before becoming the social media manager.