How Does Digital Marketing Team Help In Accurate Employer Branding?
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Digital Marketing Team: Along with modern businesses, HR practices are also evolving. We often see numerous postings on job portals and know that open positions are part of the corporate culture.
As organizations grow and expand their operations, they require more human resources with excellent skills. But are they getting enough applications to select the best one?
Usually, businesses with no or less prominent position don’t even get applications similar to the number of total vacant posts.
So, that’s where employer branding comes into the picture. It helps a company set an authoritative place as an employer.
You might have read somewhere, “Come join our awesome team and get seamless learning opportunities.” This type of personal approach efficiently attracts the audience and ultimately contributes to the success of efforts.
Content is the king in modern business practices. Therefore, an effective content marketing strategy helps to allure the talent and target the audience ideally. Similarly, other digital marketing tactics should be emphasized to improve the employer’s image.
How Does HR Meet Marketing?
Employer branding’s concept is not new, but its scope was limited in the past, and the practices were insufficient to provide expected outcomes.
With the evolving times, HR professionals applied marketing concepts to establish their authority as an employer.
Therefore, employer branding nowadays is just an increased collaboration between human resource departments and marketers.
Marketers progressively make the efforts, though employer branding is predominantly an HR function. Ultimately, employer branding needs an effective alignment between HR and marketing to make an impact.
Marketers contribute much but may not comprehend the candidate’s interests and employee engagement. Similarly, an HR manager would understand it but may not have campaign-related skills.
Best Ways Digital Marketers Contribute To The Employer Branding
Adopts A Strategic Approach
A digital marketing team equips the company with effective strategies by assessing its current position. First, they must understand the goals as they are diversified from one organization to another.
Some want to fill open positions, some want to improve their negative reputation, or some just want to keep themselves above the competitive set.
After that, assessments take place to evaluate the effectiveness of past efforts. Marketers look at the website and profiles on different company review sites to evaluate the current position.
They also gauge the competitors and their efforts to get a clear picture of your present employer brand and how it stacks up in the market.
While building a strategy, digital marketers address various areas to improve the effectiveness. Some of them are:
- Candidate persona development
- Candidate journey mapping
- Website content
Marketers examine the candidate personas and make strategies to attract the audience in the best way. Different types of content at different stages enable a greater company image.
Improves The Company Blogs And Social Media
Social media is a great way to reach your potential candidates and highlight the company culture and values to them, and marketers do it the right way.
They also help to improve the employer’s image by posting valuable content on social channels. Apart from job postings and industry-related news, marketers also assist the company in speaking up on important social and national issues in the most favorable way.
Nowadays, job seekers look for company culture and values, and social media shows how the employer provides the best value to its human resources.
Marketing efforts highlight diversity and employee well-being in the workplace. They also help to show how the business deals with social issues such as gender pay gaps, employee rights, and work-life balance.
Promotes The Company Culture And Employee Benefits
According to a survey by Glassdoor, 52% of job seekers look for company ratings and reviews when deciding if a job opportunity is worthy or not.
Nowadays, candidates want more than the job descriptions, and sometimes, they even can sacrifice some pay to be in an engaging work culture.
Additionally, the candidates trust the business’s current employees more than anyone else. Therefore, a marketing team helps to promote the workplace culture and values through the current staff members.
Millennials prefer employer websites such as Indeed, Glassdoor, Gartner, and Ambitionbox to get company reviews from employees.
On the other hand, Gen Z uses YouTube and social media platforms to engage with the employer’s brand.
The visual format is the best way to provide trustworthy information; therefore, honest stories of current employees should be shared by themselves.
A digital marketing team assists in creating engaging review videos of the staff and includes relevant information such as company events, wellness initiatives, and employee recognition in them.
The digital marketing team posts all the videos on social media, the company website, and job portals with descriptions. It also ensures that the videos get the necessary views and reach so the business can have a reputed image.
Creating Anticipation And Lowering The Recruitment Costs
Businesses can excel at boosting employer branding with a digital marketing team. By promoting the company’s uniqueness and strengths, managers can create an effective talent pool.
In addition, job seekers will be waiting for your organization’s job openings after interacting with the employer brand.
Therefore, you will get the required applications in just half time, and almost all candidates will have essential skills, improving the selection process.
By applying marketing concepts, you can create a community and maintain a touchpoint with all the candidates. It builds anticipation among them whenever any position becomes available, and the business will get word of mouth.
Ending Notes
By investing in your employer brand and promoting it using social media and other tactics, the digital marketing team ensures that the hiring costs are reduced in the long run.
It’s because the job seekers will be aware of your company and its culture and will be willing to work for you. So, the company will get skilled candidates for open positions with less cost and effort.
Recruiters often run paid ads on different platforms, but most of their efforts fail as they do not possess the skill of targeting the audience.
A digital marketing team helps them get qualified applicants by enabling effective strategies. Therefore, the HR department remains hopeful for the quality of applicants and ensures that the budget isn’t wasted.
Diksha Jani is a blogger, writer and SEO expert. likes to read books on various topics such as philosophy, history, crime, mythology, psychology, and so on.
