Recruitment marketing and employer branding: all the main differences

2023-04-27 09:00:21

They are often associated and confused as one thing, but il recruitment marketing e l’employer branding they are actually two different sides of the same coin. In fact, both disciplines have the role of making the brand more interesting in the eyes of job seekers.

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But what are the main differences and how do they interact with each other? To better understand what we are talking regarding, it is necessary to start from the definitions.

The meaning of employer branding

L’employer branding it is the process of defining and maintaining a positive image of a company as a possible employer. Therefore it is closely related to how the company is perceived by current and potential employees. Obviously, a better perception of the company as a workplace also contributes to improving the positioning of the brand in the market.

Richard Branson himself, founder of Virgin, tried to explain the strategic importance of employer branding by declaring: “Customers don’t come first. It’s the employees who come first. If you take care of your employees, they will take care of your customers.”

The main components of employer branding

At the basis of employer branding there are some steps to consider which are fundamental for an ideal positioning strategy of the brand in the world of work:

1. the definition ofEmployer Brand of the company in which the mission, vision and value proposition are expressed.
2. the definition ofEmployee Value Proposition with benefits and rewards for its employees.
3. the definition of Candidate Persona i.e. the representation of your ideal candidate.
4. the definition of corporate culture.
5. the management of company reputation.

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McKinsey & Co., a lesson to follow in employer branding

One of the most interesting case histories is represented by McKinsey & Co., the most famous brand in the world in management consultancy which, in 2020, had 30,000 employees. His employee value proposition has always been clear: those who leave McKinsey & Co. can work anywhere. A promise kept if we consider that, in 2000, 70 former employees of the company were among the CEOs of companies in the Fortune 500.

But what differentiates McKinsey & Co. from other players? The constant effort in the rstrengthen the company’s history and identity to encourage the inclusion of talent among its employees.

Meanwhile, the company strives daily to create a work environment that is open to issues of inclusion and equity, so much so that it has over 140 citizenships represented in its offices in 65 countries and has invested $20 million in research on the.

What is Recruitment Marketing?

Il recruitment marketing is the promotion of a company’s employer branding. Its ultimate goal is to attract, engage, hire and retain high-quality talent through the recruitment process.

In an increasingly saturated world of work and in which people know exactly what they want, companies implement marketing strategies to win the most valuable people to integrate into their staff. That’s why recruiters have started thinking like marketers, trying to combine job postings with real brand strategies to encourage recruiting.

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The main components of recruitment marketing

Unlike employer branding, recruitment marketing has the following key elements:

1. Communicate with candidates encouraging them to fill out an application.
2. Write clear job offers and captivating, perhaps thanks to the support of current employees who will be able to focus on the strengths of the company and the advantages of working for it.
3. Create content that nurture employer branding and generate trust in candidates.

The differences between employer branding and recruitment marketing

The first major difference between these two disciplines is the purpose. In fact, employer branding serves to define the positioning of the company as an employer, while recruitment marketing is aimed at promoting it.

The second difference lies in the flexibility. Marketing evolves according to market needs, employer branding remains unchanged and firmly anchored in the company’s value assets.

The third difference is the interconnection. While not interchangeable, both are interconnected because one cannot do without the other.

In the current landscape where people are increasingly attentive to finding a job in which to achieve their goals without sacrificing quality of life, having a clear vision of what can be offered in terms of vision and mission is the only rule that can bring great talents closer to your company.

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