Recruitment Marketing Vs. Employer Branding: What’s Best For You?

In the war for top talent, two approaches have emerged as the frontrunners in the battle for the best and brightest employees: recruitment marketing and employer branding.


At first glance, the two may seem similar, but some key distinctions set them apart. Organizations are increasingly shifting to improve their ability to attract and hire the best candidates. 

Takeaways

⦁ Recruitment marketing is attracting, converting, and retaining the best candidates for your company.
⦁ Employer branding comes before recruitment marketing because it’s the foundation on which recruitment marketing is built.
⦁ Advertising is part of recruitment marketing, but it’s not the only thing.
⦁ Recruitment marketing is an ongoing process that should be constantly tweaked and improved based on your results.
⦁ It’s important to remember that recruitment marketing is not just about attracting candidates. It’s also about converting them into applicants and then into employees.
⦁ Recruitment marketing is an investment that will pay off in the long run. With NXG Media you can get complete solution to your recruitment marketing gateway.


Is there really a difference, and does it matter to grow and scale your company? To understand the nuances of each approach, it’s helpful to first look at the big picture. Let’s jump in!

Are Recruitment Marketing And Employer Branding Different?

Today in the modern recruitment world, “Recruitment Marketing” and “Employer Branding” are two major catchwords. HR and other recruiting professionals use these two words interchangeably, and in most cases, they mix them up. Not their fault as both words are travelers on the same road in a single car.


Still, there is a clear difference between Recruitment Marketing and Employer Branding, which needs to be understood to clear the clouds of doubt. Knowing the difference between both terms enables you to utilize them properly to set up your Recruitment Marketing campaign and attract top-notch candidates.


So first, let’s get started with Recruitment Marketing and later learn about employer branding.

What Is Recruitment Marketing?

Recruitment Marketing is precisely what it sounds like. It is marketing and uses marketing methods and tricks to stage the Employer Brand. In simple words, recruitment marketing promotes your employer’s brand.


Recruitment marketing does it by creating engaging and interesting recruiting content. It uses all companies’ outpost channels, e.g., companies, social media pages, career sites, blogs, job boards, email campaigns, job fairs, and talent networking events.


It may sound ideal, but it’s the goal of Recruitment marketing to deliver the right content (job message) to the right candidates (top candidates in search of that position) and at the right place (when the candidates are searching for it). When done smartly and properly, Recruitment Marketing get’s a pool of top-notch talent.

Importance Of Recruitment Marketing

You might already be familiar with the significance of Recruitment Marketing, but do you know that Recruitment Marketing focuses on the pre-application stage of the hiring process. Its only target is to attract top-notch talent so that they can apply for the position. 


When we are talking about attracting top-notch talent, it also means that we are not the only one trying to reach them, which is also why Recruitment Marketing only focuses on providing the best experience to the candidates. 


When strategizing the Recruitment Marketing Campaign, we must have a competitive advantage. You already might be aware that only posting on the job boards is not enough anymore as it does not get you the top talent and increases your hiring cost.

When you want to hire the top talent, you must be proactive and think in the long run and should use marketing methods. A simple way to plan it is by getting answers to the following questions

⦁ Who is my ideal candidate, and what content do they like?
⦁ Is the prepared content enough to attract and make them apply for the job?
⦁ Which social media platforms might they be using?
⦁ Which company’s project may attract that talent?
⦁ How do they define the dream job? And what’s its description?
⦁ Will they be interested in the free educational programs and training?
⦁ Does our job opening appear on Google when searched?
⦁ Are our Glassdoor reviews optimized?
⦁ Are our job openings easy to apply for?
⦁ Are we engaging our current employees in job and brand promotion?
⦁ Are we sending personalized and engaging emails to potential candidates?
⦁ Do we reply to candidates and current employees on time?
⦁ Does our career site have FAQ sections with answers to common questions?

⦁ Who may the candidates be interested to know about the company? (Employees or ⦁ C-level executives)
⦁ What competitive advantage do we have over their current employer and our competitors?

You must have an answer to these questions to set up a perfect recruitment marketing strategy. 

What Is Employer Branding?

In simple words, employer branding is not more than the reputation of your company as an employer. To be honest, it’s not more than that. But its importance is far more than this. If your company has Strong Employer Branding, it conveys to others that your company is an outstanding employer and has a great workplace for its employees. 


Some people also use employer branding to create and maintain your business employer’s brand. Employer branding aims to show your business or company as a desirable employer; so that top-quality candidates can be attracted.


It’s based on your company’s Vision, Mission Statement, and Values. To learn or know about any company’s employer branding, you can try to get clear and precise answers to these four questions

⦁ Who is your ideal candidate?
⦁ What makes you an exceptional employer?
⦁ Which positions do you need to fill?
⦁ Why would your ideal candidate want to work in your company?

Importance Of Employer Branding

It’s no secret that good employer branding makes it easy to recruit top candidates. Let’s learn it in depth.

Attracting Top Candidates

You need to create your Employer Branding to attract top talent from which you can hire the best candidates. According to LinkedIn


⦁ 75% of candidates research your company before applying for the job
⦁ 83% of Employers say that Employer Branding play’s significant role in hiring
⦁ 69% of candidates don’t consider applying to any company whose reputation is terrible, even if they are jobless

Improves Cost, Time, And Hiring Quality

Time to hire, Cost to Hire, and Quality to be employed is the most critical hiring metrics, and Employer Branding significantly improves all 3.

One LinkedIn (a top platform where Candidates and Companies search for each other) report says that companies with strong Employer Branding get 50% more qualified applicants, saving 1.5-2x time and reducing the hiring cost by reduced by 50%. Isn’t it magic?

Recruitment Marketing Vs. Employer Branding

There’s widespread confusion about the difference between recruitment marketing and employer branding. The answer is simple, Recruitment marketing is what you do to hire talent, and employer branding is what talent does to hire you.


Employer Branding starts with your current employees. Because if your employees are engaged with your company, like their work, and consider it a great place to work, they will automatically start promoting your company to their friends, family, and social media followers. It will help you attract top talent.

⦁ The Practical Implications

Recruitment marketing and employer branding are two sides of the same coin. Recruitment marketing is what you do to attract top talent, and employer branding is what your company does to ensure that talent wants to work with you.

There are a few key things you can do to make sure that your recruitment marketing efforts are as effective as possible:

⦁ Define Your Target Candidate

Before you can start attracting candidates, you need to know who you’re looking for. Define your ideal candidate in terms of skills, experience, and personality. This will help you to create targeted recruitment marketing campaigns that are more likely to resonate with your target audience.

⦁ Create A Strong Employer Brand

Your employer brand is the potential perception candidates have of your company as an employer. To create a strong employer brand, you need to focus on three things:


⦁ The employee experience: what it’s like to work for your company on a day-to-day basis
⦁ Your company culture: the values that guide your company and its employees
⦁ Your company’s reputation: what people are saying about your company online and offline

⦁ Invest In Employer Branding

Investing in employer branding can help you to attract candidates who are a good fit for your company. To invest in your employer branding:

⦁ Create engaging content that tells your company’s story and showcases your company culture (e.g., blog posts, infographics, videos)
⦁ Share this content on your website and social media channels.
⦁ Engage with potential candidates on social media
⦁ Attend industry events and job fairs

⦁ Measure Your Results

You need to measure your results to ensure that your recruitment marketing efforts are effective. A few things you can measure include:


⦁ The number of candidates you’re attracting
⦁ The quality of candidates you’re attracting
⦁ The conversion rate of candidates from leads to applicants
⦁ The cost per hire
⦁ The time to fill a position
⦁ The employee retention rate

⦁ Make Improvements

Once you’ve measured your results, you can improve your recruitment marketing strategy. To improve your strategy:


⦁ Tweaking your target candidate profile
⦁ Improving your employer’s brand
⦁ Testing different recruitment marketing channels
⦁ experimenting with different types of content

⦁ Employer Brand Comes Way Before Recruitment Marketing

Yes, you need employer branding and recruitment marketing to succeed in today’s talent war. But if you had to choose one to focus on, it should be employer branding.


Employer branding comes before recruitment marketing because it’s the foundation on which recruitment marketing is built. Without a strong employer brand, your recruitment marketing efforts will be less effective because potential candidates won’t positively perceive your company.

⦁ Recruitment Marketing Is More Than Just Advertising

Advertising is part of recruitment marketing, but it’s not the only thing. Recruitment marketing is about creating a comprehensive strategy that covers all the channels you can use to reach potential candidates. Some of the most effective recruitment marketing channels include:


⦁ Your website
⦁ Social media
⦁ Job boards
⦁ Employee referrals
⦁ Recruitment agencies
⦁ Career fairs

⦁ Recruitment Marketing Is An Ongoing Process

Recruitment marketing is not a one-time effort. It’s a continuous procedure that should be constantly tweaked and improved based on your results. To be successful with recruitment marketing, you need to:


⦁ Define your target candidate
⦁ Create a strong employer brand
⦁ Invest in employer branding
⦁ Measure your results
⦁ Make improvements

With these steps, you can attract more of the best candidates for your company.
⦁ The Degree Of Adjustments

The degree of adjustments in your recruitment marketing plan may vary depending on the situation. For example, you may need to make more drastic changes if you’re not attracting any candidates or getting many unqualified candidates.


On the other hand, you may only need to make minor tweaks if you’re happy with the number of candidates you’re attracting, but you want to improve the quality of candidates.

⦁ It’s Not Just About Attracting Candidates

It’s important to remember that recruitment marketing is not just about attracting candidates. It’s also about converting them into applicants and then into employees.


You must have a strong employment brand and an effective recruitment marketing strategy to convert candidates into applicants. Then it’s time to work on converting candidates into employees.
And remember recruitment marketing is an investment that will pay off in the long run. It may need time and effort to get things up and running, but it will be worth it in the end.

Next Steps

Now that you know recruitment marketing, it’s time to start working on your strategy. If you need help getting started, we can help. We’re experts in recruitment marketing and we can help you create a comprehensive strategy that will help you attract, convert, and retain the best candidates.

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