The difference between Employer Branding (EB) and Recruitment Marketing (RM)

There is a distinct difference between Employer Branding (EB) and Recruitment Marketing (RM). As an HR professional, it is essential that you clearly understand the difference between these two terms so you can effectively utilize them together to attract more suitable candidates.  

Employer Branding (EB) and Recruitment Marketing (RM) are two major popular words in recruitment nowadays. As an HR professional, you must understand this difference. Only when you have a clear understanding of both of these terms, you can effectively utilize them together to attract top candidates.

employment branding

What is Employer Branding (EB)

“Employer Branding” (also known as “Employment Branding”) is a term used for the process of creating your company’s Employer Brand. Moreover, the strong Employer Brand communicates that your company is a good employer and a great working environment. It will help you to  provide captivating reasons for joining your company.

Furthermore, it is your company’s reputation as an employer, and presents your company as a desirable employer to attract high-quality candidates. It should be based on your company’s values, vision, and mission, also provide precise and clear answers to the so-called “big 4” Employer Branding questions:

  1. Which positions do you need to fill (now and in the future)
  2. Who is your ideal candidate?
  3. What makes you an exceptional employer?
  4. Why would your ideal candidate want to work for your company?

The importance of Employer Branding is further demonstrated by its ability to improve the three most important hiring metrics: time-to-hire, cost-per-hire and quality-of-hire, time-to-hire and cost-per-hire.

  • It evidence that a great Employer Branding strategy makes it easier to recruit.
  • It is necessary to attract candidates
  • It is necessary for attracting top talent and getting the best candidates to apply for your open positions.
  • It improves time, cost and quality of hire.
In short, your Employer Brand is the reflection of the 5 blocks of your Employee Value Proposition:

Employee Value Proposition:

What is Recruitment Marketing (RM)

“Recruitment Marketing” is the application of marketing methods and tactics to showcase your Employer Brand. In other words, Recruitment Marketing is the process of promote your Employer Brand on different channels such as Social Media, company’s career site, job boards, company’s career blog, current employees, special job descriptions, talent networking show and  events, etc. 

Preeminence of Recruitment Marketing (RM)

  • It is focused on the pre-application stage of the hiring process.
  • Its goal is to attract talent and drive the best candidates to apply for your current opening positions.
  • It often talk about delivering the best Candidate Experience possible. It is because the best talent has a lot of options to choose from. Consequently, we need to create a competitive advantage over companies that are looking for the same talent.
  • Differentiate their company from their competitors and attract top talent, clever recruiters have started using marketing methods and tactics. 

If you want to get the top talent, you have to think long-term and be proactive in driving awareness and building relationships with those potential candidates.

Have you ever tried answering questions:

  • What type of content do my ideal candidates like?
  • Are they ready to apply now or do I need to do more to trigger interest in them?
  • What Social Media platforms they spend their time on?
  • What kind of projects that we are working on would attract them?
  • What is the description of their dream jobs?
  • Would they be interested in free educational programs?
  • Would we benefit from organizing a free career day to answer all the questions candidates may have?
  • Are our job opening optimized and searchable on Google?
  • Are our Glassdoor reviews optimized?
  • Are our current employees engaged in job and brand promotion?
  • Are our job openings easy to apply for?
  • Are my emails to current and potential candidates personalized and engaging?
  • Do I communicate with the candidates on time?
  • Does our career site answer all the questions candidates may have?
  • Would they be interested in reading current employees’ career success stories?
  • Do they prefer employees’ or C-level executives’ testimonials?
  • Does video engage them more?
  • What do I have to offer that their current employer doesn’t?

All these are questions that every successful Recruitment Marketer knows the answers to.

Summary, if you are just starting with Recruitment Marketing, I strongly suggest you start by answering those questions.

Difference between Employer Branding (EB) and Recruitment Marketing (RM).

  1. Employer Branding is the process of defining your company’s Employer Brand.
  2. Recruitment Marketing is the process of promoting your company’s Employer Brand.  

While Employer Branding is used to:

  1. Define your Candidate sourcing
  2. Define your Employer Brand
  3. Define your Employee Value Proposition,

Recruitment Marketing is used to:

  1. Write clear and engaging job descriptions
  2. Advertise your job openings
  3. Create and optimize your career site
  4. Create interesting and engaging recruiting content.
  5. Promote your recruiting content on your career site, social media networks, etc.
  6. Define and execute your Social Recruiting strategy
  7. Create email campaigns (Candidate approaching) 
  8. Encourage Candidate Engagement
  9. Build the relationship with potential candidates.
  10. Measure the overall success of recruiting campaigns.

Finally. thank your for your watching how to learn more about Employer Branding (EB) and Recruitment Marketing (RM).