What are the main differences between employer branding and recruiting?
There are several distinctions between these two concepts. We can look at them from different perspectives, depending on whether we are discussing their goals, target audience, time frame, or the activities involved.
Indicator: GOAL
- Recruitment campaigns: Immediate hiring for open positions.
- Employer branding: Building and maintaining a positive image/reputation of the company as an employer.
Recruiting aims to attract suitable candidates for specific roles, while employer branding is a long-term strategy that engages both current and future employees.
Indicator: TIME
- Recruitment campaigns: Short-term, focused on the company’s immediate needs, usually lasting a few weeks to months.
- Employer branding: A long-term process involving continuous communication and activities to improve the company’s image in the eyes of employees and the public.
Indicator: TARGET AUDIENCE
- Recruitment campaigns: Potential candidates actively looking for new job opportunities or open to new offers.
- Employer branding: Targets both potential and current employees, as well as the broader public, including employees’ families and the communities where the company operates.
Indicator: ACTIVITIES
- Recruitment campaigns: Job ads on platforms like profesia.sk, pretlak.sk, kariera.sk; recruitment activities at universities; attending job fairs (e.g. Profesia Days); active outreach to potential candidates (headhunting); online campaigns on job portals and social media.
- Employer branding: Corporate culture initiatives, partnerships with communities and schools, employee development programs, benefits packages, company events, internal and external communications (e.g. social media, company websites), long-term communication on social issues (e.g. women in IT, diversity, and inclusion).
When should you integrate recruiting into employer branding?
Low employee engagement
If your company struggles with employee engagement, it could be a sign that it’s time to rethink your approach to employer branding. A 2022 Gallup study found that only 23% of employees worldwide feel truly engaged at work. Engaged employees are more dedicated, enthusiastic, and productive, and they are less likely to leave the company.
High employee turnover
High turnover is often a sign that employees are dissatisfied with their work environment or company culture. A 2020 Work Institute study revealed that employee turnover costs US companies over $630 billion annually. Effective employer branding can help reduce turnover by attracting and retaining talent that aligns with the company’s values and culture.
Difficulty attracting talent
Struggling to hire quality people? It could be that your company’s employer brand isn’t strong enough. According to Glassdoor, 69% of active job seekers would likely decline a job offer from a company with a bad reputation. This highlights the power of employer branding—not only does it enhance your attractiveness as an employer, but it can also draw talent to you before the competition does.
5 Tips for Integrating Recruiting into Employer Branding
1. Create a consistent message
Your employer branding and recruiting messages should be consistent across all channels—from your website to social media and job postings—reflecting the same values and company culture. A great example is Google, a leader in employer branding. The company emphasises innovation, diversity, and inclusion, which is reflected in their recruitment campaigns. Google uses various formats, from videos to employee stories, to showcase how rewarding and inspiring it is to work there.
2. Use authentic employee stories
Authentic employee stories are a powerful tool in building your employer brand. They allow potential candidates to get a glimpse into the company culture and understand what to expect. For example, HubSpot shares employee stories through blogs, videos, and social media, helping attract like-minded individuals.
Take a look at our case study on the Hitachi Zosen Inova brand.
3. Invest in digital and social media
Social media and digital channels are integral to modern employer branding. According to LinkedIn, 75% of job seekers research a company’s reputation before even applying for a position. Invest in high-quality content that showcases your company culture and values. For instance, Airbnb uses Instagram to share the experiences and successes of its employees, creating an appealing image of its work environment.
4. Ensure a positive candidate experience
The candidate’s experience during the hiring process can significantly impact your employer brand. According to Talent Board, 60% of candidates have had a negative experience during recruitment, with 72% of them sharing their experience online or with people in their network. Ensure your recruitment process is transparent and fair, leaving candidates with a positive impression, regardless of the outcome.
5. Measure and analyse results
Just like other business goals and activities, it’s essential to regularly measure and analyse your employer branding and recruitment results. Use metrics like time-to-fill, the quality of applicants, turnover rates, and employee engagement levels. These insights will help you identify areas for improvement and stay on track to achieve your goals.
Check out our GALTON Culture Talks video series for more on employer branding.
Be Prepared
Integrating recruitment campaigns into employer branding is not a one-off project, but a continuous process. Whenever your organisation faces challenges such as low employee engagement, high turnover, or difficulty in attracting talent, it’s crucial to react promptly and align your branding and recruitment strategies. Using consistent messaging, authentic employee stories, and investing in digital channels are key steps on the path to success. We’re here to guide you on this journey. Feel free to contact us.
