Branding Your Company for Recruitment

When it comes to company hiring, two terms you’re sure to hear are recruitment marketing and employer branding. These aspects overlap but are two distinct pieces of recruitment. Understanding both is essential for devising successful recruitment strategies. At AMNY Recruitment Marketing, our team leverages a range of capabilities to help your business attract the attention of active and passive job seekers. Learn more about employer branding and its role in recruitment marketing.

What Is Recruitment Marketing?

First, recruitment marketing. Anytime your recruitment team creates materials to attract qualified candidates, it’s recruitment marketing. Various assets constitute recruitment marketing, from your website to your social media channels to descriptions of open positions posted on job boards.

Beyond providing details about roles, recruitment marketing is about conveying your specific company culture. An article from Forbes cites two crucial findings. According to some research, businesses with a robust culture can experience up to 72% higher employee engagement than those whose cultures aren’t well-defined. Additionally, another study found that 71% of employees would seek other opportunities if the culture at their existing place of employment deteriorates.

So, recruitment teams want to ensure aspects like mission, core values, and tone of voice come across in marketing materials. The language used should mimic what’s on the website. That way, when prospective applicants review the company website to learn more, they can determine if the culture aligns with their perspectives and goals.

Another key component of recruitment marketing is social media. Sites like Twitter/X and LinkedIn aren’t only beneficial for sharing about open positions and news. It also offers a way to communicate directly with candidates. Monitor who reacts to your posts and reply to comments. If you receive feedback, make a concerted effort to do better. In this way, you’re connecting with your audience on these platforms whether they’re actively searching for a new job or passively observing.

What Is Employer Branding?

We’re all familiar with branding. However, it’s less often talked about in terms of recruitment. Your employer brand is the outward image of your organization that you employ for recruitment marketing.

No two employers will have the same brand. After all, it’s often your unique brand and culture that helps your company stand out from competitors when hiring. That said, there are some elements that all successful employer brands have, and these include:

  • Organizational culture: Includes the vision, mission, core values, language, and systems that comprise your company
  • Employee opinions: Perspective from employees about your organization
  • Candidate opinions: Impressions candidates have during interviews or based on job descriptions, often shared via word of mouth or social media
  • Corporate brand: Thoughts from consumers about how the organization treats employees, which may determine if they’ll support your business

Another key is consistency. Your employer brand should appear the same across all channels, from your website and social media to job postings. This builds trust among potential job candidates and can strengthen your reputation as an employer.

The impact of employer brand is significant. According to research from Glassdoor, 75% of active job seekers are more likely to apply for an open position if the company actively manages its employer brand. Recruiters are often up against multiple competitors when vying for the attention of qualified candidates. With a strong employer brand, you’re poised to resonate more with applicants who meet your requirements and may fit your culture well.

Recruitment Marketing vs. Employer Brand

Employer brand and recruitment marketing complement each other. Employer branding with no recruitment marketing doesn’t reach your target audience. Recruitment marketing without a clear employer brand can mean inconsistent messaging and a lack of focus on the aspects that matter most to candidates like culture and shared values.

Your employer brand should be the constant. It’s based on your mission and values, aspects that shouldn’t change frequently. Conversely, recruitment marketing should be dynamic. You devise new tactics or improve upon existing techniques based on your results. However, with your employer brand at the core, you understand what elements should continue to appear in all recruitment materials, even as marketing methods change.

Convey Your Employer Brand With AMNY Recruitment Marketing

Fostering candidate engagement can be difficult with the competition stiff. When recruitment teams focus on developing and promoting an employer brand, they do more than communicate an open position to a qualified candidate. They speak to aspects like culture and values that often mean more to a possible applicant than qualifying for the role alone.

Navigating recruitment marketing can be overwhelming, but when you partner with AMNY Recruitment Marketing, you receive help from an award-winning creative team committed to your success. Our marketing strategies help you tell a compelling story of your brand that differentiates you from the competition, plus reach active and passive job seekers. Contact us today and explore more insights into recruitment marketing.