Saturday, March 16, 2019

Want to level up your employer brand? Think like a marketer!

We're seeing a convergence between HR and marketing.

See this funnel? Talent acquisition got it from marketing. In fact, HR increasingly uses marketing terms like ‘hiring funnel’ and ‘talent pipeline.’

Not that marketing minds, of course. They think it'd be awesome if HR would put on a marketing hat when it comes to attracting and engaging talent.

Since filling the funnel and building a robust pipeline is what marketing’s all about, I'll share a few trade secrets with you.

To fill your funnel, you need to get people’s attention. And that’s challenging because there are a LOT of people and companies out there competing for people’s attention.  That means you need to find a way to stand out from the crowd.

Getting attention starts with your employer brand. You may think branding is marketing’s job, but it’s HR’s job to create an employer brand that people want to work for and that attracts people you want to hire.

Marketing may be able help but since they aren’t typically paid to work on employer brand, don’t be surprised if they don’t feel the same urgency about this as you do.

Inbound marketing is about creating a space like a website where people can come and explore on their own and find information that interests them.

With inbound marketing you start creating relationships and brand awareness.

Stories are also a good way to build brand awareness. Marketers love stories, because they help create an emotional connection to your brand. Your company has an origin story, and your employees have stories about their journey with your company. These stories are an integral part of your brand.

Marketing uses personas to create the right messages for their target audience. Personas are hypothetical buyers you get to know in order to market to them effectively. HR can use personas to market more effectively to candidates and employees.

Content is how you tell your story. You can use videos, pictures, brochures, blog posts, job descriptions – it’s really wide open, the only caveat is it’s helpful to know your target audience and their preferences. This is where your persona research comes in.

Channels are how you get your content to your audience. Job boards, your corporate website and LinkedIn are examples of channels. How do you reach the people you want to hire? Again, you want to understand your personas and their content preferences rather than using the channel that you prefer.

Marketers know you don’t just hang your shingle and rake in the new business.

Similarly, you can’t expect a stuffy job description posted on your corporate website will bring in lots of top candidates.

 To build a strong pipeline you need to be persistent and try different channels where potential and future potential buyers or employees can get to know you.

Nurture is about moving people through the funnel. For example, a recruiter might promote general advice about career development, then follow up with people who engage with that content, either with more information or a call.

 Follow up’s important. Never leave a qualified lead or candidate hanging, especially after someone has taken the time to apply or request information.

Account-based marketing is personalized marketing (or so it should seem) to an audience of one. The goal is to build a relationship so you can be right there with the right solution or offer when they’re ready to make a change.

People are on a journey with your company. There’s a buyer journey, a customer journey, an employee journey and a candidate journey. Understanding and mapping out these journeys will help you create a more positive and engaging experience with your brand.

To create a positive brand experience, you have to ask what people want, need, and expect at each stage of their journey with your company. Then use that inforation to create moments that matter.

Engagement is a hot topic for HR and marketing. Marketing measures engagement by tracking what people click on, and it’s a pretty good indicator for candidates, too. That's why talent pipeline automation solutions like Candidate.ID track digital footprint.

Tracking digital footprint requires a certain amount of online stalking, which raises data privacy concerns. Marketing solves this by inviting people to ‘opt in’ and continue receiving valuable information or notifications, and this is an approach HR can follow as well.

What if instead of deleting qualified applicant data you invited people to stay in touch?

Marketers tell stories, but where possible they back it up with relevant business results and put a spin on it.  A metric like ‘time to hire’ is OK, but doesn’t have the same wow factor as ‘cost of empty seats.’

Similarly, a boring salary statement doesn’t have the same wow factor as a shiny ‘Total Benefits Statement.’

Marketing hates surprises so they practically live in their data, checking in on what works and doesn't work so they can change plans.

Customers are the best marketers and employees are the best evangelists for your employer brand.

Do you know who your most passionate employees are? You may want to cultivate them to help you define and evangelize your employer brand.

All of these marketing building blocks should be part of your employer brand strategy.

Having a strategy helps you focus and use your time doing the most impactful things to create a strong employer brand and create a robust talent pipeline.

So, instead of telling people about your company and your open roles - which is what everyone’s doing - try putting on your marketing pants and selling your company and roles as if they were solutions. After all, for someone they are.

Photo credits: Upslash.com

65 comments:

  1. It's amazing to go to see this web page and reading the views of all friends about this piece of writing, while I am also zealous of getting familiarity.

    ReplyDelete
  2. Ahaa, its pleasant conversation concerning this piece
    of writing at this place at this webpage, I have read all
    that, so now me also commenting here.

    ReplyDelete
  3. Admiring the hard work you put into your blog and in depth information you provide.
    It's good to come across a blog every once in a while that isn't the same outdated rehashed information. Wonderful read!
    I've bookmarked your site and I'm including your RSS feeds to my
    Google account.

    ReplyDelete
  4. Hi there, yup this article is in fact fastidious and I have learned lot of things from it on the topic of
    blogging. thanks.

    ReplyDelete
  5. Every weekend i used to pay a visit this site,
    for the reason that i wish for enjoyment, for the reason that this this site conations actually pleasant funny material too.

    ReplyDelete
  6. We are a group of volunteers and starting a new scheme in our community.
    Your site offered us with valuable information to work on.
    You have done a formidable job and our entire community will be
    thankful to you.

    ReplyDelete
  7. Thank you for some other fantastic post. The place else may just anyone get that kind of info
    in such a perfect method of writing? I've a presentation next week, and I
    am on the look for such information.

    ReplyDelete
  8. Hi, I do think this is an excellent site. I stumbledupon it ;
    ) I may revisit yet again since i have bookmarked it. Money and freedom is the greatest way to change, may you be rich
    and continue to guide other people.

    ReplyDelete
  9. Inspiring story there. What occurred after? Good luck!

    ReplyDelete
  10. Superb, what a blog it is! This website provides useful data to us, keep it
    up.

    ReplyDelete
  11. May I simply just say what a relief to uncover somebody that actually understands
    what they're discussing on the web. You certainly realize how to bring a problem to light and make it important.

    A lot more people must look at this and understand this side of the story.
    I was surprised that you're not more popular given that you most certainly have
    the gift.

    ReplyDelete
  12. I really like what you guys are up too. This type of clever work and coverage!
    Keep up the excellent works guys I've incorporated you guys to our
    blogroll.

    ReplyDelete
  13. Excellent web site you've got here.. It's difficult
    to find high-quality writing like yours these days. I really
    appreciate individuals like you! Take care!!

    ReplyDelete
  14. Having read this I thought it was rather enlightening.
    I appreciate you finding the time and energy to put this article
    together. I once again find myself personally spending way too much
    time both reading and leaving comments. But so what, it was still
    worthwhile!

    ReplyDelete
  15. I'm really impressed with your writing skills and also with the layout on your weblog.
    Is this a paid theme or did you customize
    it yourself? Anyway keep up the excellent quality writing, it's
    rare to see a great blog like this one nowadays.

    ReplyDelete
  16. Thanks for your marvelous posting! I truly enjoyed reading it, you happen to be a great author.
    I will make sure to bookmark your blog and will often come back later
    on. I want to encourage one to continue your great
    writing, have a nice weekend!

    ReplyDelete
  17. This info is invaluable. How can I find out more?

    ReplyDelete
  18. Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically
    tweet my newest twitter updates. I've been looking for a plug-in like this
    for quite some time and was hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly enjoy
    reading your blog and I look forward to your new updates.

    ReplyDelete
  19. I couldn't refrain from commenting. Well written!

    ReplyDelete
  20. Way cool! Some extremely valid points! I appreciate you
    penning this write-up plus the rest of the site
    is really good.

    ReplyDelete
  21. Greetings! Very helpful advice within this article!
    It's the little changes that make the largest changes. Thanks for sharing!

    ReplyDelete
  22. Hi there just wanted to give you a quick heads up.

    The words in your content seem to be running off the screen in Opera.
    I'm not sure if this is a formatting issue or something to do with browser
    compatibility but I figured I'd post to let you know.
    The design and style look great though! Hope you get the issue resolved soon. Kudos

    ReplyDelete
  23. This is really fascinating, You're an overly
    skilled blogger. I've joined your feed and look
    ahead to in the hunt for extra of your fantastic
    post. Additionally, I have shared your website in my social networks

    ReplyDelete
  24. I do consider all the concepts you have introduced on your post.

    They're very convincing and can certainly work.

    Nonetheless, the posts are too quick for beginners.

    May you please prolong them a little from next time?
    Thank you for the post.

    ReplyDelete
  25. I know this site presents quality depending articles and
    other material, is there any other site which provides such stuff in quality?

    ReplyDelete
  26. Why viewers still make use of to read news papers when in this technological globe
    everything is accessible on net?

    ReplyDelete
  27. I was suggested this web site by my cousin. I'm not sure whether this
    post is written by him as no one else know such detailed about my difficulty.

    You're incredible! Thanks!

    ReplyDelete
  28. I have read several excellent stuff here. Definitely worth bookmarking
    for revisiting. I surprise how so much effort you place to
    create such a wonderful informative site.

    ReplyDelete
  29. We stumbled over here coming from a different web address and thought I may as well check things out.
    I like what I see so now i am following you. Look forward to going over your
    web page again.

    ReplyDelete
  30. Wow! At last I got a weblog from where I be able to genuinely
    obtain useful facts concerning my study and knowledge.

    ReplyDelete
  31. This excellent website certainly has all the information and facts
    I wanted concerning this subject and didn't know who to ask.

    ReplyDelete
  32. Please let me know if you're looking for a writer for your
    site. You have some really great articles and I
    believe I would be a good asset. If you ever want to take some of
    the load off, I'd love to write some articles for your blog in exchange for a
    link back to mine. Please blast me an e-mail if interested.
    Many thanks!

    ReplyDelete
    Replies
    1. I’m always interested in exchange. Feel free to provide contact details.

      Delete
  33. Excellent post. I used to be checking continuously this blog and I'm impressed!
    Very useful information particularly the closing phase
    :) I care for such information a lot. I used to be seeking this particular info for
    a long time. Thank you and good luck.

    ReplyDelete
  34. Hey great blog! Does running a blog like this take a great deal of work?
    I have no expertise in coding but I had been hoping to start my
    own blog soon. Anyway, if you have any ideas or
    techniques for new blog owners please share.
    I understand this is off topic however I simply wanted to ask.
    Thank you!

    ReplyDelete
  35. Hello there! I could have sworn I've visited this site before but
    after looking at a few of the posts I realized it's new to me.
    Anyways, I'm certainly happy I discovered it and I'll be book-marking it and checking back frequently!

    ReplyDelete
  36. I'm not sure where you're getting your information, but great topic.
    I needs to spend some time learning more or understanding more.
    Thanks for wonderful info I was looking for this info for my mission.

    ReplyDelete
  37. An impressive share! I've just forwarded this onto a colleague who had been conducting a little homework on this.
    And he actually ordered me lunch because I discovered it for him...
    lol. So let me reword this.... Thanks for the meal!!
    But yeah, thanks for spending some time to talk about this topic here on your website.

    ReplyDelete
  38. I've been browsing online greater than three hours nowadays,
    yet I by no means found any attention-grabbing
    article like yours. It is lovely worth enough for me.
    In my opinion, if all website owners and bloggers made just right content as you did, the net will likely be much
    more useful than ever before.

    ReplyDelete
  39. Hi there friends, its wonderful article concerning teachingand completely defined, keep it up all the time.

    ReplyDelete
  40. Hurrah, that's what I was seeking for, what a data! present here at this webpage, thanks admin of this website.

    ReplyDelete
  41. Hey There. I found your blog using msn. This is a very well written article.
    I'll be sure to bookmark it and come back to read more of your useful info.
    Thanks for the post. I'll definitely comeback.

    ReplyDelete
  42. Have you ever considered about including a little bit more than just
    your articles? I mean, what you say is valuable
    and everything. But think about if you added some great visuals
    or video clips to give your posts more, "pop"!
    Your content is excellent but with images and videos, this website could
    certainly be one of the greatest in its niche. Awesome blog!

    ReplyDelete
  43. Appreciate this post. Will try it out.

    ReplyDelete
  44. Howdy would you mind sharing which blog platform you're using?
    I'm planning to start my own blog in the near future but I'm having a difficult time selecting
    between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your design seems different then most blogs and
    I'm looking for something unique.
    P.S Apologies for getting off-topic but I had to
    ask!

    ReplyDelete
  45. Hmm it appears like your site ate my first comment (it was super long)
    so I guess I'll just sum it up what I wrote and say, I'm thoroughly enjoying your blog.
    I as well am an aspiring blog writer but I'm still new to everything.
    Do you have any tips and hints for first-time blog
    writers? I'd genuinely appreciate it.

    ReplyDelete
  46. I must thank you for the efforts you have put in writing this site.
    I really hope to check out the same high-grade blog posts by you later on as
    well. In truth, your creative writing abilities has motivated me to get my
    own site now ;)

    ReplyDelete
  47. I just like the valuable information you provide in your articles.
    I'll bookmark your weblog and test again here regularly.
    I'm rather certain I'll be informed a lot of new stuff
    right here! Good luck for the following!

    ReplyDelete
  48. Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates.
    I've been looking for a plug-in like this for quite some time and was hoping
    maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly enjoy reading your blog
    and I look forward to your new updates.

    ReplyDelete
  49. Hey there! This is my 1st comment here so I just wanted to give a quick shout out and tell you I really enjoy reading through your
    blog posts. Can you recommend any other blogs/websites/forums that cover the same subjects?
    Appreciate it!

    ReplyDelete
  50. You really make it seem really easy with your presentation however I in finding this matter to be actually something
    that I feel I'd never understand. It seems too complicated and extremely wide for me.

    I'm looking forward to your subsequent put up, I will try to get the hang of it!

    ReplyDelete
  51. Hello there! This is my 1st comment here so I just
    wanted to give a quick shout out and tell you I genuinely enjoy reading through your
    posts. Can you suggest any other blogs/websites/forums that deal with the same topics?
    Thank you!

    ReplyDelete
  52. Its such as you read my mind! You appear to know so much about this,
    such as you wrote the book in it or something. I think that you can do with some % to drive the message
    home a little bit, but other than that, this is great blog.
    A great read. I'll certainly be back.

    ReplyDelete
  53. Great article, exactly what I was looking for.

    ReplyDelete
  54. Hi! This is my 1st comment here so I just wanted to give a
    quick shout out and tell you I genuinely enjoy reading through your posts.
    Can you recommend any other blogs/websites/forums that cover the same topics?

    Thanks!

    ReplyDelete
  55. What's up everyone, it's my first go to see at this web site, and piece of writing is truly fruitful
    in favor of me, keep up posting such posts.

    ReplyDelete
  56. Hello, i read your blog from time to time and i own a similar one and i
    was just curious if you get a lot of spam remarks?
    If so how do you reduce it, any plugin or anything you can recommend?
    I get so much lately it's driving me mad so any assistance is very
    much appreciated.

    ReplyDelete
  57. I don't know whether it's just me or if perhaps everybody
    else experiencing issues with your blog. It appears
    as if some of the written text on your content are running off
    the screen. Can someone else please comment and let me know if
    this is happening to them too? This might be a problem with my internet browser because I've had this
    happen previously. Thanks

    ReplyDelete
  58. Hi there! I could have sworn I've been to this blog before but after checking through some
    of the post I realized it's new to me. Anyhow, I'm definitely glad I
    found it and I'll be bookmarking and checking back often!

    ReplyDelete
  59. Hi! I could have sworn I've visited this web site before but
    after browsing through many of the articles I realized it's new to me.
    Nonetheless, I'm certainly happy I discovered it and I'll be bookmarking it and checking back regularly!

    ReplyDelete
  60. Just wish to say your article is as astounding.
    The clearness in your post is just cool and i can assume you're an expert on this subject.
    Well with your permission allow me to grab your feed to keep up to date with forthcoming post.

    Thanks a million and please continue the
    enjoyable work.

    ReplyDelete
  61. I am regular visitor, how are you everybody?
    This piece of writing posted at this website is actually pleasant.

    ReplyDelete
  62. This design is incredible! You certainly know how to keep a reader entertained.
    Between your wit and your videos, I was almost moved to start my own blog
    (well, almost...HaHa!) Excellent job. I really loved what you had
    to say, and more than that, how you presented it. Too cool!

    ReplyDelete

Related Posts Plugin for WordPress, Blogger...