Recruitment in companies has considerably expanded the scope of its functions from hiring staff to more global tasks. Currently, in order to attract the best job applicants, a company must have a good employer brand. This is a task at the intersection of recruitment and marketing. And this is the main point this blog post will focus on. Stay tuned!

What is the role of marketing in recruitment?

Recruitment and marketing have a lot in common: they are both focused on influencing and motivating people. Also, specialists in both departments need to have a good understanding of people and their psychology are needed. But despite this, the main focuses are different.

Recruitment professionals focus on the inside of the company, while marketing focuses on the outside: highlighting achievements in HR, emphasizing advantages, disseminating information about the company and corporate policies, increasing awareness, and creating a positive image of the employer brand. Thus, a new term occurs - «»recruiting marketing".

A brand is everything a person thinks about a company when they see your company’s logo, hear its name, or even receive an internship letter. A good quote is: “Employer brand is not what you want to say about it, but what people say about it”.

According to statistics, 92% of people consider changing jobs to a company with an excellent corporate reputation. 

Recruitment marketing guide to build a better employer brand

In building an employer brand, you should define the company’s mission and perform only those actions that correspond to the declared mission and values.

Axterior team has prepared several tips to develop a recruitment marketing plan and boost the employer brand of your company.

Develop your company culture

A well-built corporate culture encourages trusting relationships with customers and partners, and also attracts potential employees. To better understand and transform corporate culture, every leader should ask themselves the following questions:

  • In what form do people give and receive feedback?
  • How does our company feel about risk and failure?
  • How do we celebrate success?
  • If an employee has a need for something, how will he express it?
  • What can be changed in the company right now? And what about the next three months?

You must understand which of the management values are close to other employees of the company. Monitor corporate culture in the metrics from the next paragraph.

Assess the employer brand in a measurable way 

In fact, it is quite a difficult task to measure the power of an employer brand. To realize the strengths and weaknesses of the employer brand of your company, you should track the right metrics from marketing for recruitment purposes:

Reviews and ratings. The reviews about your company on job platforms and its ratings on review sites like Glassdoor, Indeed, Monster, FlexJobs, Ladders, AngelList, etc., are crucial. Many candidates firstly go googling everything about your company to assess the quality of the employer brand. Track the rating dynamics and summarize the common weaknesses to solve them in the future.

Retention rate. Employee retention rate is a metric that measures the percentage of employees who remain employed over a specific period.

To calculate the retention rate, divide the number of employees that stayed with your company through the entire time period by the number of employees you started with on day one.

Anonymous polls on employees’ satisfaction. Employee satisfaction tells us how satisfied employees are with their jobs and is most often measured using anonymous employee surveys. The questionnaire includes questions about compensation, safety, workload, relationships with management and within the team, interaction between departments, etc.

Develop a company content strategy 

It is the integral part of the recruitment marketing strategy and starting point for working on a blog on a company website and social media accounts. Without a common concept, it will not be easy to stir up the interest of the audience and find out the main drivers for your employer brand. 

Content strategy involves the choice of content which will be the most understandable for your target audience and share your company’s values. You should find a balance between expert, useful, entertaining, and day-to-day content to keep people interested in your company. In recruitment, online marketing guide is essential.

Texts are classics. These can be expert and entertaining articles, and case studies. Texts are suitable for all segments of the target audience. 

Videos. Video helps natively advertise a company, increase traffic, work out objections, and clearly show the benefits of your company.

Photo content and infographics. Share the photos from the working days in your company. Use infographics to show how processes are built within the teams and departments of the company. Tell about the path of the company's employees with specific examples.

Podcasts are another popular content format. We recommend that you include it in your long-term content strategy by planning several hot topics at once that will be of interest to the audience and potential employees.

To understand which format is better for the people concerned, it is necessary to analyze the needs and interests of the target audience of the employer brand. It is also useful to “spy” on competitors which options cause more reactions. This will help develop a content strategy that pays off.

Enhance your digital presence

Corporate blog. Publish useful materials: case studies, company news, etc. Don’t forget to emphasize your company culture and principles therein. Use relevant search queries in the text to improve the ranking of a page with the material in Google.

Email marketing is another way to increase the reach of your blog posts and attract new people to your company. You can send people the announcements of open doors days, internships, free courses of your company, etc.

Social media platforms are constantly evolving. Companies are now actively using Linkedin as a professional platform, as well as Instagram, Facebook, Twitter, and even TikTok.

At first glance, incorporating all of these channels into your marketing strategy may seem daunting, but it doesn't have to be. By running a multi-channel marketing campaign and implementing search engine optimization techniques, you can create a digital presence for your brand that maximizes your return on investment.

Boost social media advertising 

Recruitment advertising strategy is an essential. Even if you have a good blog and social media accounts, you need to raise your digital presence and attract more potential employees. One of the best methods to do this is using paid media to advertise your company and raise employer brand awareness. With the targeting capabilities of social media campaigns, employers are able to target the most relevant audiences in specific locations with desired skillsets at a relatively low cost.

How to keep the employer brand at a high level?

Of course, both recruitment and marketing departments have many functions and duties so the employer branding doesn’t always fit into their day-to-day operations without involving additional staff or resources. In this case, it is worth prioritizing and paying more attention to long-term strategic objectives. How to do it?

Delegate and automate your daily routine tasks! This is where the professional recruitment platform Axterior can help you. While you are developing the employer brand of your company, Axterior will automate routine tasks you are facing in your daily work life. And instead of looking through tons of CVs, you'll spend valuable time working with marketing specialists to develop a strategy to permanently improve your company's employer brand. 

Conclusion

In order to stay ahead of the industry, as well as to enhance the internal culture, it is important to continue to grow as a company, taking risks and improving your employer brand. For this, HR, recruiting, and marketing departments need to do a lot of work, but it will definitely pay off in the long run. The main thing is not to miss the opportunities that appear every day and to think strategically!!