Recruiting? Then you have work to do

With the challenging job market, the demand for employer branding, employer communications, recruitment marketing and creative recruitment campaigns is on the rise. However, we often see misunderstandings emerging. Especially the difference between employer branding and recruitment marketing is not always clear. We provide clarification.

Employer brandingis a long-term project. The goal: obtain, maintain or strengthen an attractive and preferably unique position as an employer, not only with potential new employees, but also with your current team and their influencers.

A strong employer brand has a major impact on your recruitment process: sustainable and less recruitment efforts, higher authenticity, more and stronger candidates, faster recruitment and a lower cost per hire.

At the same time, your current employees are confirmed in their choice of you as an employer by an attractive employer brand. Their pride has only advantages: they perform better, stay longer and become motivated ambassadors for your company. This creates a competitive advantage on the labor market, allowing you to achieve your business goals better, faster and more efficiently.

But how do you become a strong employer brand? First, you need to know who you want to be and how you want to be perceived as an employer. What binds your employees? How does your company differentiate itself? With your employer promise or employee value proposition you clearly and realistically describe your offer to all your employees.

You then concretize your employer brand and promise into a clear employer story that you reinforce in your policy and bring to life in communications with attractive content, imagery and declinations. Finally, you use internal and external communication to reach, convince and activate your target groups.

Are you looking for new candidates in the shorter term? Then get to work with recruitment marketing. You can use your employer brand for this, and if you don't have one, it comes down to communicating correctly, intelligently and effectively.

Who do you want to reach? What are their expectations? What incites them to apply? We translate the answers to these questions into a creative recruitment campaign that focuses on brand awareness, raising awareness and especially on applying.

No matter how strong your employer brand or recruitment campaign is, the job is not done yet. If your job listing is buried on a cluttered website or the application form is a nightmare, then it’s over. That's why we don’t overlook any aspect. Thoughtful job descriptions, precisely targeted campaigns, multi-platform visibility, and easy application options—all contribute to a better candidate experience.

In summary? Employer branding is a pull strategy, while recruitment marketing is a push tactic. Employer branding can be a catalyst for recruitment marketing. It provides substance and context and works in the long term, while recruitment marketing delivers results in the short term. They complement each other and together make the difference.