An employer brand, no matter how strong it is internally, cannot be brought to its full potential without HR and recruitment marketing to make it shine. If the employer brand is the why, Vincent tells us, HR marketing is the how.
He invites us to ask ourselves those questions:
- How do you communicate your promise?
- Through what channels?
- Who are your targets and what story do you want to tell them?
First of all, you need to get to know the candidate you want to attract, the one to whom your message will be addressed. The creation of this persona will guide you in the implementation of your recruitment marketing strategies. Start with your employees; they are the heart of your business. Meet with them, ask them questions and involve them in the process.
- What qualities does your candidate possess? Are you looking for a creative and autonomous employee?
- What skills does your organization need? How will his professional experience make him the right person for the job?
- What are they looking for? What will they gain from accepting a position with you? A good salary? Flexibility?
- Where can you find him or her? What platform will you be able to attract their attention?
A relevant and powerful employer brand requires an organization to take the time to get to know itself and its culture. This is how it will be able to differentiate itself and reach the candidates it needs.
“After all, HR marketing is like marketing. The only difference is that the person we need to convince is the candidate rather than the customer.” – David Bégin, Marketing Director at DataDis, Fleet Maintenance Software Solutions
In terms of communication channels, today, social networks are the ideal platforms for HR and recruitment marketing: Did you know that in 2018, 96% of Quebec adults between the ages of 18 and 44—the vast majority of the available labour pool in that province—used at least one social network per day?.
Use these platforms to talk to your candidate. Tell him or her your story and your company’s day-to-day story. Explain your raison d’être! Bring them to life with videos and employee testimonials. The secret? Authenticity. No matter what medium you use, the portrait you paint of your organization should always be faithful to your fundamental values.
In short, a good HR and recruitment marketing strategy allows you to engage your candidates in conversation—and keep it going.