What is the difference between Employer Branding and Recruitment Marketing

What is the difference between Employer Branding and Recruitment Marketing

Employer Branding and Recruitment Marketing have gone from HR buzzwords to must have recruiting strategies. However, many HR professionals are still puzzled by these terms and they can’t tell the exact difference between them.

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Can you explain the difference between Employer Branding and Recruitment Marketing?

Posting your job openings to the job boards and waiting for the talent to come to you is simply not enough anymore.

In today’s job market, the best talent has many options to choose from. Consequently, you need to have a competitive advantage over other companies who are looking for that same talent.

In order to differentiate their company from their competitors and attract top talent, clever recruiters have started using marketing methods and tactics.

As a result, we hear the leading HR professionals talking about Employer Branding and Recruitment Marketing. A lot! In a very short amount of time, Employer Branding and Recruitment Marketing have gone from HR buzzwords to must have recruiting strategies.

However, many HR professionals are still puzzled by these terms.

How about you?

Can you explain the difference between Employer Branding and Recruitment Marketing?

In order to the clear up this confusion once and for all, here is a detailed explanation of the difference between the Employer Branding and Recruitment Marketing.

But first, let’s find out what these two terms have in common and why are they so often mistaken for each other.

What do Employer Branding and Recruitment Marketing have in common?

Employer Branding and Recruitment Marketing are both concerned with the same thing – your company’s Employer Brand.

What is Employer Brand?

Employer Brand is your company’s reputation as an employer.

A strong Employer Brand communicates that your company is a good employer and a great place to work.

What are the differences between Employer Branding and Recruitment Marketing?

Difference #1: Employer Branding implicates defining, and Recruitment Marketing promoting your Employer Brand

Employer Branding is the process of defining your company’s Employer Brand.Recruitment Marketing is the process of promoting your company’s Employer Brand.

Employer Branding is the process of defining your Candidate Persona, your Employer Brand and your Employee Value Proposition.

Recruitment Marketing is the process of promoting your Employer Brand by creating interesting and engaging recruiting content and sharing it via different channels such as your company’s career site and blog, job boards, social media, email campaigns, talent networking events, job fairs, etc.

Difference #2: Employer Brand comes first, Recruitment Marketing second

Employer Branding comes first, and Recruitment Marketing is built around it, with additional methods and tactics.

Before you start promoting your Employer Brand, it is crucial to articulate a clear and precise definition of it. Otherwise, you risk your message sounding inconsistent which will make you look distrustful in the eyes of candidates.

Difference #3: Recruitment Marketing may evolve, but your Employer Branding remains the same

Recruitment Marketing is constantly evolving in a response to industry and cultural trends.

Modern recruiters and marketers come up with innovative strategies for attracting candidates, new communication channels (such as social networks) appear, content trends are changing (for example, a video is becoming more and more popular), etc.

Surprising your targeted audience in new and exciting ways is necessary to keep their attention.

On the other hand, your Employer Branding is more consistent and constant.

Your Employer Branding should be based on your company’s core values, vision and mission. It is a long-term promise and an ongoing commitment you make to your existing and potential employees.

Even if you make some smaller adjustments in your Employer Branding strategies in order to better target your perfect candidates, your overall message should stay consistent with your original promise.

Deepen your understanding of Employer Branding and Recruitment Marketing

Hopefully, this article has helped you clear your doubts and misunderstanding of Employer Branding and Recruitment Marketing and now you are able to tell the difference.

If you want to learn how to implement your Employer Branding strategy in 5 simple steps, you should check out this informative infographic. If you are looking for some new Employer Branding ideas, you can learn a lot from big brands like Hubspot and Facebook.

If you would like to learn more about Recruitment Marketing, this Recruitment Marketing 101 guide is a great place to start.

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Employer Branding on Social Media: Best Examples

Employer Branding on Social Media: Best Examples

Browse the best Employer Branding examples found on Social Media and learn how big brands use Social Media to promote their Employer Brand and attract top talent.

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Employer Branding on Social Media: How to do it?

You have probably already heard that you should put more effort, time and money into promoting your Employer Brand on Social Media.

What nobody is telling you though, is how exactly to do that.

What type of content should you publish on your company’s social media profiles in order to portray your company as a favourable employer?

Here are 8 inspiring examples of great content big brands use to promote their Employer Brand on Social Media.

1. Employees’ testimonials

Feature your employee stories and testimonials.

Sharing their personal stories will make it easy for your potential candidates to see what type of people you are looking for.

Example: Marriott

Marriott International, Inc. is a leading global lodging company with more than 6,000 properties in 122 countries and territories.

Marriott has a great Instagram page called Marriott Careers, where they often feature their employees’ testimonials.

Are you ready to meet Duffy?! 🙂

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2. Office and workplace

Share the videos and photos of your office environment.

Don’t worry if you don’t have the coolest office space ever.

Most candidates don’t expect you to have a huge yoga studio or a video game room in your office.

They just want to see the space where they could be spending the majority of their day.

Highlight details of your office that send out the good vibe. Maybe you have a cozy coffee corner. Or a great view. Or some interesting posters on the walls.

Example:

L’Oreal’s Instagram career page is called L’Oreal Talent.

Although L’Oreal surely has many of those offices “to die for”, they still keep it real by posting photos of their employees’ desks.

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3. Perks and benefits

Make sure you also highlight perks and benefits you offer to your employees.

Example:

Here is another great example form Marriott’s Instagram page.

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Your company probably can’t offer an employee discount for a vacation on exotic islands. :sigh:
But hey, you company surely has something special that you offer to your employees, weather it is flexible working hours, tuition reimbursement, gym membership, free lunch etc.

4. Company culture

A great company culture is based upon positive relationships with colleagues, managers and company’s leaders. You should send a message that your company culture is characterized by trust, collaboration, team spirit and support.

How can you do that?

Example:

Here is an absolutely brilliant example of showcasing company culture on Microsoft’s Instagram page.

Microsoft know that a little sign of appreciation and support can mean a world of difference. ♥️

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5. Company events

Besides your business related events, it is also important to present your events which are not directly business oriented.

These events include team building activities and any similar events and social gatherings of your employees, such as parties, celebrations, special occasion etc.

Example:

Nanobit is a company specialized in developing and delivering mobile applications and games.

They often organize saturday Game Jams where their employees gather in office to play games, socialize and have some fun together in a relaxed and cozy atmosphere.

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6. Awards

Make sure to highlight every award, certification and recognition your company receives.  Celebrate your success and don’t forget to thank your employees for their hard work and commitment to a higher cause.

Example:

HubSpot is an inbound marketing and sales platform that helps companies attract visitors, convert leads, and close customers.

Hubspot has recently been awarded as the Best Place to Work in 2018. on Glassdoor. Here is their celebratory Instagram post.

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7. Recruiting content

Creating and sharing specialized recruiting content is a must if you want your company to be perceived as a serious employer.

But what do I mean by “specialized recruiting content”?

Recruiting content is a social media content created created with a goal of informing your potential employees’ about your hiring process.

Example: Microsoft

Microsoft has a great Facebook career page called Microsoft Life.
Microsoft Life regularly hosts live interviews with Microsoft’s recruiters.

Potential candidates could send in their questions before the event and tune in during live broadcast.

Candidates who weren’t able to follow the live broadcasting can watch the recording of the event posted on Microsoft’s Facebook career page.

Live interviews are a great way to open a dialogue with your potential candidates and answer their questions.

Below you can an example of Facebook post Microsoft used to announce their event.

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Employer Branding on Social Media: Lessons learned

Social media makes it easy to be visual with your storytelling.

People want to be able to envision themselves working for companies.

A great way to enable them to do it is by using photos and videos across all your social media platforms.

Show off your Employer Brand by sharing stories, photos and videos of:

    • your employees testimonials
    • your office and workspace
    • perks and benefits
    • your company culture
    • educational, corporate and recruiting events
    • awards and recognition you won (especially Best places to work recognitions)
    • specialized recruiting content.

There is no magic formula for choosing the right type of content and communication channel that is guaranteed to work for every position and every company.

What will work best for you depends on your candidate persona. A candidate persona is a semi-fictional representation of your ideal candidate.

Based on your candidate persona, you will be able to define the right type of content and the appropriate channels to distribute it.

We hope that examples presented in this blog have inspired you and provided some interesting ideas you can use to create your own winning Social Media Employer Branding strategy! 🙂