Ready to start choosing the target audience for your employer branding?
We’ve discussed this topic for a couple of weeks now starting with who exactly are your target audiences in employer branding. Then moving onto what are the two key mistakes you need to avoid when making decisions about your employer brand target audiences.
In the episode of the Building a Modern Employer Brand podcast, we finish this mini-series about talent target audiences with the three questions that help you to cut down your target audiences in your employer brand strategy.
Why choosing target audiences for your employer branding needs a different mindset?
The simple answer is: Employer branding takes effect in the future, recruitment marketing needs to take effect right now.
To further add, employer branding is about the company position on their chosen talent market(s) when recruitment marketing is about getting applicants into a recruitment process right now.
When employer branding is about positioning and building an emotional connection, recruitment marketing is promotional marketing to help sell the vacancy.
And finally, when recruitment marketing is the most effective when targeted specifically to relevant active job seekers, external employer brand marketing gets your company most value when targeted to relevant passive job seekers.
The goal of employer branding is to make hiring and staying way easier. The goal of recruitment marketing is to help fill a vacancy.Susanna Rantanen @rantanensusanna
The goal of employer branding is to make hiring and staying way easier. The goal of recruitment marketing is to help fill a vacancy.
Listen to episode 85 “How to choose target audiences for employer branding.”
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The three key questions helping you to cut down your target audiences in strategic employer branding
Employer branding is a long game. When you start building your employer brand, you don’t achieve the magnetic employer brand over the night. It takes time and requires commitment on the delivery.
That’s why you really need a strategy for employer branding if you want to actually achieve results. It’s way too easy to quit because you are not seeing any impact. Becoming strategic keeps you aware all the time of your progress and impact. You never have to think your actions are not generating any value.
Choosing who needs to be impacted by your employer brand is one of the biggest strategic decisions you need to make. Your budget and resources are always limited. Being smart about targeting delivers more value.
The three questions helping you to cut down your strategic employer brand target audiences
1. Who are your talent audiences?
2. Do some of these audiences have enough in common to make a bigger group together?
3. Can you keep re-grouping these into bigger and bigger segments until you have just one, max two bigger target audiences left?
Listen to this episode (#85) to learn more about the process of answering to these three key questions.
Focusing on the strategically important talent for your business
Strategically elementary roles are key in generating competitive advantage for the business. When the business has top talents in these roles, the company is likely to stand up against their competition for the same customers. That’s why these strategically elementary roles should form the target audience for your employer brand.
When you successfully position your company as the preferred choice for top talents your business needs in these strategically elementary roles, your employer brand can generate an incredible amount of value for your business. That’s when employer branding becomes a strategically elementary role as well. Think about that as the employer brand practitioner. Think about what that could mean for your career.
It’s good for you to know that larger organizations hire regularly a lot of people into roles that are not strategically elementary. It doesn’t make those roles not the people in those roles any less important. Those roles just don’t generate competitive advantage on the business market.
When you start looking for what are these strategically elementary roles, start with the company mission and the customer promise. What are the functions this company could not outsource because that would risk the entire business success? You’ll find the strategically elementary roads down those alleys.
If you recognize your company recruitment strategy to be about hiring the best talent, then your employer brand strategy needs to target only those types of people who make your top talents. Building a modern employer brand is about the people who are likely to grow affinity towards solving your customer problem, delivering your customer promise and contributing towards your company mission. It’s not about filling tons of vacancies. That’s why choosing your
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