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Strategic employer branding for success

This article was based on the interview with Neil Costa of HireClix by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

One key strategy that companies can employ is strategic employer branding. This involves creating a positive and attractive image of the company as an employer, even before job seekers start actively looking for opportunities. This article highlights the importance of investing in employer branding to reach potential candidates before they even consider visiting job boards.

The recruitment marketing continuum discussed in the podcast emphasizes the two ends of the spectrum: direct response advertising and employer branding. Direct response advertising refers to posting job ads on platforms like Indeed, LinkedIn, and ZipRecruiter, where job seekers actively search for opportunities. This approach is effective for immediate hiring needs but may not be sufficient for long-term talent acquisition strategies.

On the other hand, employer branding focuses on establishing the company’s reputation as a good employer and attracting candidates who may not be actively seeking employment. This approach involves reaching out to potential candidates through platforms like YouTube, Spotify, ESPN, Instagram, Facebook, and TikTok. By utilizing these channels, companies can create brand awareness and engage with potential candidates before they even realize they are job seekers.

Implementing a strategic employer branding approach requires collaboration between various teams within the organization. Sales leaders, operational leaders, facility leaders, and HR teams all play a crucial role in developing and executing effective employer branding strategies. However, the podcast suggests that resistance may arise when approaching corporate marketing teams, as their focus is primarily on building the brand and selling products or services.

To overcome this resistance, the podcast highlights the importance of a respectful and inclusive approach. By demonstrating how employer branding can align with corporate marketing goals and by incorporating brand standards into the recruitment process, companies can alleviate concerns about potential damage to the brand. This approach helps build trust between the recruitment team and the corporate marketing team, enabling a more collaborative and effective employer branding strategy.

Strategic employer branding is essential for success in recruitment and talent acquisition. By investing in employer branding initiatives, companies can establish themselves as attractive employers in the marketplace, even before candidates actively search for job opportunities. This proactive approach not only helps attract top talent but also enhances the company’s reputation and brand image. By collaborating with various teams within the organization and addressing potential resistance, companies can effectively implement strategic employer branding strategies and gain a competitive edge in the labor market.