In today’s competitive business landscape, attracting and retaining top talent via B2B recruitment marketing is crucial. To achieve this, companies are adopting innovative strategies like employer branding and recruitment marketing. In this article, we will explore the key differences between employer branding and recruitment marketing. Also, we delve into the emerging trends and highlight the importance of leveraging new channels to amplify your recruitment efforts.
Understanding Employer Branding and B2B recruitment marketing
Employer branding refers to the process of shaping and promoting the unique identity, values, and culture of an organization. It involves creating a positive perception of the company among potential candidates, existing employees, and external stakeholders.
Some people think employer branding and B2B recruitment marketing are the same. They are not. Recruitment marketing focuses on employing marketing techniques and strategies to attract, engage, and nurture potential candidates throughout the hiring process. It involves utilizing various channels and tactics to communicate the employer brand and create a compelling candidate experience.
Trends in recruitment marketing
Video content has become a powerful tool in recruitment marketing, allowing companies to showcase their culture, workplace environment, and employee testimonials. Engaging video content not only captures the attention of candidates but also provides a more authentic and immersive experience.
Current employees must play a significant role as brand ambassadors. Encouraging employees to share their positive experiences on social media platforms and professional networks humanizes the organization. It also builds trust with potential candidates.
One of the key challenges in recruitment marketing is aligning the external perception of the company with the internal reality. It is essential to ensure that the employer brand messaging accurately reflects the employee experience, workplace culture, and growth opportunities within the organization.
Embracing new channels with a unique approach
The recruitment landscape evolves. Therefore, it is crucial for B2B organizations to adapt and leverage new channels to reach and engage with talent effectively. TikTok and Snapchat, popular social media platforms among Gen Z and younger demographics, offer unique opportunities to showcase company culture, values, and job opportunities in a creative and engaging manner.
These platforms allow companies to create short, visually appealing videos that resonate with potential candidates and provide a glimpse into the organization’s work environment. By embracing these new channels, B2B companies can expand their reach, capture the attention of younger talent, and stay ahead in the war for talent.
A great B2B recruitment marketing example comes from Maersk. With the recent disruption in the Suez Canal causing a significant traffic delay, the topic of shipping may not have been at the forefront of people’s minds. However, Maersk sees an opportunity to attract young digital and engineering talent by offering a distinct career trajectory for recent graduates. To directly engage with their target audience and reshape their brand image, Maersk turned to Snapchat. The outcomes of this unconventional approach have yielded surprising and varied results.
Remember, winning the B2B war on talent requires a strategic and proactive approach to showcase your company’s unique culture, values, and career opportunities to attract the best-fit candidates for your organization’s growth and success.
Interested in more relevant content about this topic? Also read this article about new trends in B2B marketing.