Are you working with recruitment marketing and employer branding messages?
Do you sometimes wonder what is the difference?
Or maybe you have difficulties in expanding your marketing messages beyond the recruitment and career talk?
In this episode of the Building a Modern Employer Brand podcast, I share with you the difference between recruitment marketing and employer branding messages.
The episode content:
- What exactly are employer branding messages?
- How recruitment marketing messages are different?
- What kind of questions do these messages need to answer?
Working with recruitment marketing and employer branding messages
Many talent marketers end up writing both recruitment marketing and employer branding messages. The lack of resources benefits from efficiency. Efficiency is often best achieved with one person owning the talent marketing messaging.
This can lead into challenges and broken messages if we aren’t purposeful.
Recruitment marketing and employer branding have very different goals and objectives. Getting your messages right requires understanding the difference between recruitment marketing and employer branding messaging.
When writing recruitment messages you need to be specific about your calls to action. What this means is that you want your audience to:
- become aware there is an opening
- call action to consider the role and the process right now
- push relevant job seekers to apply by your dead line
Employer branding is different. Your messages are not calling your audience to send an application. Instead, your employer branding messages need to be resonating in your ideal talent audiences and grow their desire to learn more.
In the same manner, well working employer brand helps your less ideal audience recognize your company is unlikely to be their best fit.
After you have the right kind of audience following you, your employer branding messages need to be convincing and persuading your audiences until they become ready to talk careers. This can take anywhere from months to years.
To get get your messages clear, correct and convincing, you must understand the difference between your recruitment marketing and employer branding audiences and keep up with about their unique needs.
The difference between recruitment marketing and employer branding audiences
The most obvious difference between these two types of target audiences is their readiness in making career changes.
Active and relevant job seekers make up your target audience for recruitment marketing. They should be finding your recruitment messages relevant and are ready to act. That’s why you you must be messaging them about how to land a job with your company.
Your main employer branding audience are passive job seekers. They have no current desire to make career moves and that’s why messages about vacancies, recruitment processes and career paths are not necessarily something they find relevant and interesting.
Understanding your target audience needs is the starting point for effective recruitment marketing and employer branding.
Like what you hear? Learn more about modern employer branding at Talent Marketing School
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