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Hiring Insights Blog

Branding for Better Hires
Wednesday, Apr 13, 2016

Recruitment marketing has emerged as a key theme in talent acquisition, yet many organizations are still becoming familiar with the concept. Just what is recruitment marketing? Simply put, recruitment marketing refers to the reality that companies must now market their attributes in order to attract the best job candiates and fill critical roles. But why recruitment marketing? Why now? There are a couple of reasons.

Candidates in Control

Research shows, 83% of recruiters say that power is no longer with employers, but with candidates.[1] As a result, recruiters must increase their hiring speed to snatch up top candidates more quickly, and to do so, they need to excel in the ability to sell candidates on the merits of their organization.

More Jobs Than Talent

In a number of industries throughout the U.S., there are more open positions than there are applicants for those positions. This is creating shortages of talent, and consequently, greater competition for highly-skilled professionals.[2]

The Disruptive Force of Technology

As a result of the disruptive force of technology, traditional recruiting strategies aren’t as effective as they used to be. Candidates have increased visibility into companies via platforms like social media, which means companies must be strategic about what they share. Corporate leadership also recognizes that recruitment strategies of the past are no longer effective. In fact, 93% of CEOs say they must change their recruiting strategy if they hope to attract and retain talent.[3]

The Role of Employer Branding in Marketing

Employer branding is a central component of recruitment marketing. An employer brand is the specific message or image about an organization conveyed to job candidates as part of recruitment marketing efforts. In other words, companies can pursue marketing strategies to reach more candidates, but it’s their employer brand that most directly helps captivate candidate interest.

But don’t most companies already have a brand?

Yes—their consumer brand. However, the success of recruitment marketing depends on the creation of a distinct employer brand. There is a difference between a consumer brand and an employer brand; although, as studies show, these two types of branding may become more aligned in the future.

Consumer Brand: Your consumer brand reflects the image your company wishes to project to customers, to drive sales of your product or service.

Employer Brand: Your employer brand reflects the image your company wishes to project to candidates, to demonstrate why your organization is a great place to work.

Companies are increasingly attempting to align their employer and consumer branding, according to research from Universum. By 2020, half of all executives say the connection between these two brands will increase.

When organizations intentionally develop compelling employer brands, the result can be tangible returns on investment. Better branding can mean lower turnover, lower cost, and lower time to fill.

Learn more how employer branding can benefit your recruitment marketing efforts by checking out our eBook, below. 


[1] Human Resources Online

[2] iCIMS U.S. Hiring Trends Report Q2 2015

[3] PricewaterhouseCooper Global CEO Survey