Have you ever questioned the difference between Employer Branding and Recruitment Marketing?
How do they complement each other? Trying to pinpoint why you need both? Look no further.
Employer Branding is the overarching image, perceptions, and beliefs people hold of your company - as an employer. It’s focused on creating a long-term positive reputation. Employer Brand includes the core messaging we are aiming to communicate.
Recruitment Marketing is the next step in the funnel - It takes the messaging and uses marketing tactics to turn it into activations, altering them by specific target audiences. It's the link between the brand and recruiting - taking brand objectives and creating pipeline-fueling campaigns.
While Employer Brand creates top-of-funnel awareness, Recruitment Marketing works on creating leads and conversions.
Recruitment Marketing works closely with recruiting to understand pipeline needs, forecasting, and headcount planning, as well as business-critical skills, to ensure all activities are meeting the right business need and the right audience.
Here are a few Recruitment Marketing tactics worth implementing if you want to increase your pipeline -
The right paid social media strategy will keep you top of mind for candidates, increase the number of applications, and will allow you to focus more energy on hard-to-fill roles, instead of just telling candidates you exist. Creating the right mix of campaigns - awareness, demand-gen, and retargeting will ensure you continuously create a pipeline for current and future roles.
Did you know recruiting owns a goldmine of data? Your database has current and past candidates, leads, and prospects that have shown previous interest in your brand. Utilizing the database and activating them will allow you to create hire-ready pipeline lists, so when the role opens - you have potential candidates ready to start the recruiting process. And best of all - it doesn’t require advertising budgets.
Creating personalized journeys for candidates, meeting your candidates where they’re at. Meaningful interactions will shorten the number of needed interactions and result in higher ROI. Think of each touchpoint - are we maximizing the value? Are we creating a seamless experience? Remove roadblocks so your candidates have a clear path to applying.
Just like Gin and Tonic, Recruitment Marketing and Employer Brand are the perfect combination. Combining the two creates a powerhouse brand so you’ll shine brighter than your competitors.
