Since time immemorial, marketing has been involved, first and foremost, with company branding.
Employer branding, on the other hand, is a relatively new philosophy that deals with the company’s branding and messaging to candidates and existing employees.
What should be the relationship between company branding and employer branding?
Hiring talented employees in today’s dynamic markets is one of the industry’s most challenging tasks. To recruit the best professionals, how you position your company, product or service is key. You have to have an Employer Value Proposition (EVP) that appeals to potential employees, specialized marketing content, and most importantly, you want your existing employees to be the ones describing your culture and company environment to those potential employees and passive candidates out there.
At first glance, these might seem like an odd couple. Talent mobility is an internal issue, about shifting and switching people within the company both vertically and horizontally. Diversity, by contrast is achieved by a willingness to adopt a broadminded hiring culture.
Employer branding, which has become somewhat of an industry buzzword, especially among hi-tech companies and large enterprises, is where HR and marketing, two departments that don’t usually have much overlap, must come together and work as a team.
Recruiting skilled employees in the tech industry is no simple task. The high demand, coupled with the rate that new start-ups are being created, means that the power is in the hands of the job-seekers. There is a reason that this is an industry known for its high salaries and perks