Conventional employer branding easily fails on you and you need to know why.
Digitalization and social media split the employer branding landscape into two eras: the traditional and the modern.
During the traditional times, your options were extremely limited and tied with promoting jobs.
Digital marketing and social media didn’t change just talent marketing, it changed all marketing. And it changed consumer behavior.
Too many companies are limiting their options for no reason when they have the same new world of modern talent marketing strategies available to survive and thrive in this new world.
The key signs of conventional employer branding
The key signs of conventional employer branding are:
- It’s tactical.
- There is no plan, it’s ad hoc.
- It lacks a coherent key message required in developing a specific employer image.
- The goal is to get more applications.
- It takes a format of a campaign or a development project.
Is this what you guys are doing in your organization?
Why the conventional approach fails on you?
Employer Branding as a term was coined back in 1996, so it’s not that the idea of employer branding is in no way new.
To the disappointment of the two gentlemen who invented the term and described to detail what it means in their book The Employer Brand the HR world took the term but turned it into recruitment marketing campaigns.
And that’s what stuck until the world became digital.
The conventional approach as set out by the HR world isn’t employer branding at all. It’s recruitment marketing. And there is most definitely great demand for effective recruitment marketing.
The problem is, if your talent acquisition is struggling in the war for talent or if your transforming organization is struggling with retention recruitment marketing doesn’t help you. No matter how many videos you make.
Promoting your hiring needs and “competitive salary & perks and challenging job with great colleagues” simply makes your target talents laugh and go elsewhere. No matter whether you say it on a video too.
If you aspire success with recruitment marketing or employer branding, you and your marketing & comms colleagues need to understand what separates these two acts of talent marketing and how to make the most with both.
Otherwise you continue struggling and losing in this increasing war for talent. Not just externally but your best employees are probably leaving too.
Listen to episode 99 in the Building a Modern Employer Brand podcast with Susanna Rantanen
In this episode:
- The evident problem in the employer branding landscape.
- What is traditional employer branding and why it easily fails.
- What are the key differences between the modern and conventional employer branding approaches.
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