Have you got your marketing funnel planned out for your employer brand yet?

Modern Employer Branding is all about being systematic, consistent and strategic in your employer branding efforts.

The Modern Eminent Employer Branding Method©️ I’ve developed utilizes social media in the marketing funnel, because Modern Employer Branding is all about building affinity with your strategically ideal talent audiences, and engagement without affinity, well, would be a forced marriage.

What is a marketing funnel?

Marketing funnel in modern employer branding consist of your main marketing media and channels covering the Candidate Journey of the Information Era.

Candidate journey of the information era - Modern employer branding

In short, it is the path your marketing walks through from winning attention to converting your ideal talent audiences into whatever goals you have set in your modern employer branding strategy.

Having your marketing funnel set up for you helps you to optimize your marketing activities day-to-day. You will be able to focus your resources in the most useful media and know what your marketing messages must achieve on those selected media.

Check out what Sprout Social blogged about The Marketing Funnel in Modern Employer Branding

I like to have a little bit different approach to marketing funnels, because HR marketers tend not to have a lot of in-depth marketing experience. I designed my method for HR people wanting to be sure how to make the most out of talent marketing, and for marketing professionals wanting to understand employer branding to detail.

Your career site is your company-owned marketing landscape. I strongly advice putting your career site in the middle of your efforts.

You want your HR-marketing activities to drive traffic to your career site and content on your website. This media is the only media you and your business can control.

Your career site makes the core of your marketing funnel.

Optimize your career site for modern employer branding

There is a major difference between a career site and a job board. Growth companies who struggle in the war for talent must have both.

A listing of vacancies does not make an employer branding worthy site, because recruiting and employer branding are two very different activities for different audiences.

The Modern Employer Brand Career site grunt test is
inspired by the Storybrand Grunt Test

Optimizing your career site means:

  1. Your career site is easy to find.
    • Googling your business delivers your career site as a search result on the first page.
    • When landing on your company website, link to your career site is visibly available.
  2. The career site is optimized for passive job seekers.
    • But not just anyone.
    • Optimize your career site for your ideal talents and their needs & expectations for information when they are not interested in your open jobs and benefits.
  3. The path to open jobs -listing is readily available for anyone visiting your career site.
    • “Open jobs” is a different page for different audience needs. But link these two together.
  4. The first glance must answer to the site visitor’s immediate questions.
  5. Your career site walks the visitor through their candidate journey.
    • From attention to awareness,
    • from awareness to affinity and
    • from affinity to conversion.

Selected Social Media

Social media are a very efficient and at best, also very cost-effective media for all HR marketing activities.

To be successful in social media marketing, you need to be in the right media and stick to a very consistent, goal oriented marketing routine.

Consistency in social media marketing requires prioritization. Most practitioners fail with regularity because they don’t prioritize the work.

It’s hard work, so it is much better to choose only one social media and ace it rather than try to juggle too many and end up getting little results.

How to know which social media to select?

The only way to know is to first figure out who your target audience is for employer branding. Your employer branding target audience should be defined in your employer branding strategy, if you have one.

It is essential to understand, whom you hire in general or whom you hire currently are necessarily not your strategic target audiences for your employer brand.

Your recruiting audiences tend to be very detailed profiles for specific roles in the very near future.

Your employer branding audiences are segments whose behavior, needs and interests match with those of your business.

And most importantly, your employer branding audiences are those strategically ideal talents your business needs to hire in about 12-24 or 36 months’.

Necessary steps to take when choosing your social media

  1. Define your strategic employer branding target segments.
  2. Prioritize these segments into Top 3.
  3. Do some research to find out which social media they are likely to consume and use.
    • Google for social media studies and trends
    • Ask tips from your current employees and active social media users
    • Check out from where your existing great hires found you
  4. Prioritize social media into Top 3.
  5. Choose one. Trust me. It’s hard work. Learn the routine of consistent social media marketing in one vital social media.

Other marketing channels

What other marketing channels do you already use for recruiting that could easily transform to employer branding channels?

Event marketing is often a great option, because most growth companies attend career fairs and events anyway. If you do as well, you should definitely implement employer branding activities into your event marketing. But if you don’t, stick to social media and online.

It is easy to confuse recruitment marketing efforts with employer branding. The simple way to part these two is to think about the time frame of your goal:

  • Talent / your business is looking for a quick conversion to an applicant: It’s recruiting and recruitment marketing.
  • Talent / your business is planning career steps and opportunities at a later stage: It’s employer branding.

It’s all about the journey

Remind yourself: Modern employer branding invites your ideal talent audiences to a candidate journey with your company. Your marketing funnel must therefore cover the entire journey.

As you wait for your ideal talents to become ready to change jobs or experienced enough to meet your strategic needs, modern employer branding is mainly about building rapport, networks and engagement online.