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Talent Branding: Marketing meets Employer Branding

Talent Branding: A Mixture of Marketing,
Employer Branding and Talent Acquisition

 

MANILA, 27 July 2017 — You’ve already heard about marketing. You may even know the difference between corporate branding and employer branding. But talent branding? How does it beef up against talent acquisition?

The corporate brand is how your customers and other people perceive of you and your image. The employer brand is how the people perceive of you as the employer of choice, the best place to work and be with.

While your corporate or consumer brand refers to the attributes and values associated with your company’s products and services, your employer brand refers to the attributes and values associated with your company as a place to work. Your corporate branding or consumer branding reflects your company image, while your employer branding reflects your company culture.

And this is where marketing comes mixing in, and the need to focus on this new paradigm of talent branding.

Out with the Old, In with the New

Before, when it comes to employer branding, most companies measure their effectiveness or efficiency to such metrics as employee retention rate, quality of hire, cost per hire and number of applicants. But in a 2017 employer branding poll to assess effectiveness, many companies use metrics including ranking/relative preference vs. talent competitors, brand awareness and brand experience, such as employee engagement and employee turnover, candidate satisfaction and new hire satisfaction.

There are also measurements on employer brand attribute scores, or employer brand promises vs. experience, plus employee advocacy, as net promoter score, consideration or the percentage of target audience considering your company as a potential employer, and most importantly engagement with content posted in social/professional media (likes, comments and shares).

In combining marketing and employer branding, the aim is to communicate and amplify the value of your brand to your target audience. But then, employer branding itself is a form of marketing, although there are stark differences between the two.

The goal of marketing is communication and sales, while that of employer branding is quality and quantity hires. The audience of marketing includes prospects and customers, while that of employer branding includes candidates and employees. The messaging of marketing is consumer value proposition, while that of employer branding is employer value proposition.

For its call to action, marketing wants you to avail of our products or services, while employer branding wants you to work for us. At the end of the customer journey post-awareness and interest, marketing aims for customer intent and eventual purchase or availing of the product or service, while employer branding aims for candidate application and eventual hiring.

The Onset of Talent Branding

Talent brand, according to LinkedIn, is the highly social, totally public version of your employer brand that incorporates what the talent thinks, feels, and shares about your company as a place to work.

Marketing has the so-called 4Ps which can be relative to talent branding: product, price, promotion, and place. For products, marketing offers goods and services, including quality, design, and features; talent branding proffers available jobs, including its responsibilities, culture, and benefits. For pricing, marketing focuses on the cost of the product and service; talent branding centers on the prestige of the job offered.

For promotion, both marketing and talent branding do advertising and public relations, although marketing has a sales force doing the selling while talent branding has a recruiters’ team doing the recruiting. For place, marketing is usually located where the products are sold and services are rendered, including advertisement placements on traditional media channels; talent branding is situated where the jobs are offered, like career websites, social media sites and personal networks.

Talent branding is also specific in offering competitive pay, free food and travel perks as products, plus a desirable job, more autonomy in making decisions, and fast-paced lifestyle as price offers. Talent branding is as specific as targeted updates on LinkedIn, blog about sales management, and YouTube channels for sales professionals as promotional points, together with networking events, employee referrals, LinkedIn and sales job boards as the places to be.

Multi-channel platforms like WeRK.ph can assist you in your social media recruitment and talent branding solutions, and can help you close the gap on your talent acquisition challenges and mobile recruitment strategy.

With marketing and employer branding in the mix for talent branding, the meat of our message now is talent value proposition. More than value added, it’s value multiplied. (Mitch R. Confesor)

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