Employment Branding vs. Recruitment Marketing: Part 2
By Chris Hillman, Recruiting Professional
SearchPath of Chicago, Inc.
https://searchpathofchicago.com
Every industry has ‘buzz words’ and in the talent search arena, both Employment Branding (EB) and Recruitment Marketing (RM) are those words. Often time, used interchangeably even though there are distinct differences and meanings in the term.
Recruitment Marketing: the strategies and tactics an organization uses to find, attract, engage and nurture talent before they apply for a job by showcasing the Employment Brand.
The first step for any HR team is to establish Employment Branding [link to Part 1] and the second step is to incorporate that into Recruitment Marketing. In an world where 70% of candidates are passive job seekers, it’s critical to optimize all recruiting efforts to ensure your organization is getting in front of the right candidates.
Just as with any traditional marketing, it’s all about ensuring the right message is getting delivered to the right audience (specifically candidates) at the right time. Here are some strategies to help market your Employment Branding:
- Content Marketing – Share photos of your workplace, employees and fun events. Create eBooks, webinars and write blog posts.
- Email Campaigns – Drip email campaigns keep passive job seekers engaged by communicating things they might be interested in, company updates and new opportunities. Ensure that the emails are personalized and not robotic so that they are engaging and not off-putting.
- Career Site Optimization – Ensure that the site is attractive, and the application process is clear and easy
- Social Media – 79% of job seekers use social media during their job search, utilizing social media to promote your Employment Branding and open opportunities is important to reach passive and active candidates.
Making sure to understand the persona of the candidates you want to attract is important to ensuring the message is correct, the place of promotion is correct, and the timing is correct. Need help coming up with precise and creative ways to get in front of qualified candidates? Utilize experienced talent search partners that have successfully helped bring top talent into organizations.
Knowing the difference and value of Employment Branding and Recruitment Marketing is critical bringing on your next hire. Partners, such as Search Path of Chicago has mastered the skill of crafting and communicating Employment Branding and effectively implemented Recruitment Marketing to grow its ever-growing pool of potential candidates.
For additional information, please email Chris Hillman or call (815) 261-4403 x 100
