Is Your Employer Branding Strategy Turning Off Potential Marketing Talent?

16 May 2024

Marketers are experts in the importance of branding. So why do so many marketers and marketing agencies struggle with their employer brand? In a tough job market, an irresistible employer branding strategy is more than just a nice-to-have—it's an absolute game-changer, especially when it comes to attracting and recruiting top marketing talent. 

 

The Importance of Employer Branding in Recruiting Marketing Talent

Attracting the right marketing talent to your business has always been tough, but never more so than now, when employers are struggling with a global talent shortage, and candidates often lack the key tech skills businesses need. A strong employer brand strategy can help bridge those gaps, attracting up to 50% more qualified applicants and lowering recruitment costs by 50%. But why is it especially crucial for attracting marketing talent?

 

Firstly, marketing professionals are often savvy consumers of employer brands themselves. They meticulously research companies, scouring through reviews, social media presence, and employee testimonials before considering an application. Therefore, a lacklustre or negative employer brand can repel top marketing talent faster than you can say "brand damage."

 

Secondly, marketing professionals are not just looking for a job; they're seeking a brand they can passionately advocate for. For marketing roles, where creativity, innovation, and brand affinity are part of the job, a positive employer brand can be the deciding factor for top talent.

 

Employer Branding Vs Recruitment Marketing

 

So, what makes employer branding different from recruitment marketing?

Employer branding and recruitment marketing both have roles to play in attracting marketing talent, but they serve distinct purposes and require separate approaches. Recruitment marketing focuses on attracting candidates to specific job openings through targeted campaigns and messaging. It’s a short-term tactic that uses channels like job boards, advertising, and social media to generate interest and engage with potential candidates. 

 

Your employer branding strategy, on the other hand, is more holistic and long-term in nature. It involves shaping and cultivating the overall perception and reputation of your business as an employer to attract, retain, and engage top talent. It's essential not to confuse the two because while recruitment marketing focuses on your short-term hiring needs, your employer brand strategy has an influence on your ability to attract talent over the long term. an effective employer branding goes beyond job postings and covers the entire employee lifecycle, from attraction to onboarding and retention. 

 

Creative Ways to Improve Your Employer Branding

They say you should always play to your strengths, and as a marketer, you have the skills and expertise to make your employer brand strategy stand out from the crowd.

 

1.    Employee Ambassadors

One of your biggest assets is your current employees. Candidates are three times more likely to trust what your employees say about you than other sources of company info. Your current staff’s successes can be used to build a narrative about what it's like to work for your business and convey key information like company culture, benefits, and perks.

 

Encourage them to share their positive experiences on your website, at events and elsewhere. Get creative with video diaries, social posts and more. Their authentic stories can attract top talent who resonate with your company's culture and values. You might even find they already have connections to great talent in their networks.

 

2.    Interactive Virtual Tours

Technology has given us some incredible ways to share information with candidates that previously you couldn’t do until they arrived for their first day. Take prospective candidates on a virtual journey through your workplace using immersive technologies like virtual reality (VR) or 360-degree videos to showcase your office environment, team dynamics, and day-to-day operations. This interactive approach offers an engaging glimpse into your company culture, helping you build connections with candidates.

 

3.    Content Marketing Campaigns

Chances are you have some master’s of content in your team. Put their skills to work developing engaging content that highlights your employer's brand. Create blog posts, videos, podcasts, and social media content that showcase your company culture, employee achievements, and industry expertise. Share behind-the-scenes insights, success stories, and employee spotlights to humanise your brand and attract top talent.

 

4.    Personalised Candidate Experiences

Tailor your recruitment process to provide a personalised experience for candidates. Use data-driven insights to understand their preferences, career goals, and values. Offer customised communication, feedback, and support throughout the hiring journey to show candidates that you value their individuality and are invested in their success. If this sounds challenging, partner with a specialised recruiter who can help you. 

 

5.    Engaging with the Community 

Get involved in your local community and industry networks to boost your employer brand. Sponsor events, participate in volunteer activities, and host networking sessions to showcase your company's commitment to social responsibility and professional development. By engaging with the community, you not only improve your brand visibility but will also attract candidates who align with your company's values and mission.

 

Here at Stopgap, we’ve helped numerous organisations elevate their employer brands and reach exceptional marketing talent. As seasoned experts in recruitment, employer branding, and marketing strategies, we understand the pivotal role a compelling employer branding strategy plays in attracting top marketing talent. Remember, investing in your employer branding strategy isn't just a quick recruitment tactic—it's essential for long-term success when it comes to attracting and retaining marketing talent.

Stopgap has been placing people in great marketing roles since 1993. As the first UK recruitment team to specialise in marketing, agency, creative and digital, we’ve always been at the cutting edge. If you are looking for fresh new talent with exceptional skills that will take your business forward, we can help. 

Send us your brief today.