In today’s competitive job market, companies have had to pivot in order to attract and retain top talent. Their secret? Thinking of recruiting as marketing. In fact, 86% of HR professionals say that recruiting has become more like marketing.
One way to bridge the recruiting-to-marketing gap is with employer branding. Similar to your customer-facing brand, employer branding encompasses the perception, reputation, and values associated with a company as an employer. Let’s talk about how digital marketing companies can help you attract the best talent in the market by helping you define and amplify your employer brand.
Research and Analysis:
The first thing a digital marketing company will do to help you develop your employer brand is to conduct a comprehensive analysis of your company’s culture, values, and mission. By delving deep into your organization, they can identify what makes your company tick, and even more importantly, turn those key differentiators into unique selling propositions that make you an attractive employer. They’ll also help you explore your ideal applicant. Just like you create client personas, you can create an employee persona that will help you understand how best to communicate to that person, both what they want and where to reach them.
Developing Brand Messaging:
Crafting a compelling and authentic employer value proposition (EVP) is at the heart of effective employer branding. Digital marketing experts work closely with you to develop a clear and resonant brand message that highlights your company’s strengths as an employer. This message will align with your overall marketing strategy and showcase what sets you apart from other organizations.
Digital Presence and Channels:
The next step is to get your employer brand message out into the world. A digital marketing company will help you make the most of your company’s channels, spreading the EVP across social media, recruiting sites, and your own website (especially the hiring pages) If needed, they can even employ digital advertising and search engine optimization (SEO) techniques, to help increase your visibility in job searches, ensuring your employer brand reaches the right candidates at the right time.
Make Your Job Listings Stand Out:
It’s hard to overemphasize how important your job listing is in attracting top talent. Many companies make the mistake of posting the same old content for the same old jobs and end up looking exactly the same as every other job out there. Using your employer brand and the research into your company’s culture and value, a digital marketing agency can help you craft a job posting that stands out from the crowd and really brings your EVP to life. From the moment they read the listing, applicants will know that working for you is different, special, and a can’t-miss opportunity.
BONUS: Increase Employee Retention:
When you work with a digital marketing agency to craft and implement your employer brand, you’ll also experience an added benefit–happier employees that become fiercely loyal. If you walk the talk and work hard to make good on the promises you make in your employer brand, your current employees will take note. When they feel supported and valued by you, and see the efforts that you are making, they’ll be more likely to not just stay put, but also become ambassadors for your company, offering reviews, recommendations, and word of mouth that encourage others to come join the team. Just like in customer-facing marketing, social proof is absolutely vital to convert prospects into employees.
In a competitive job market, a strong employer brand can make all the difference in attracting top talent. By partnering with a digital marketing company, you can effectively position yourself as a desirable employer, attracting better, more motivated applicants than you ever have before. Here at Moxie Tonic Marketing, we employ the proven Storybrand Framework to help you create an employer brand that centers exactly on what your potential applicants want and need. Check out Hiring With Moxie to learn more about what we offer.