HR marketing and employer brand: what are the differences?

In a job market where a host of options are available to talent, your company has to stand out from the competition. To achieve this, tapping into the respective strengths of your employer brand and HR marketing to shape effective tactics and strategies is a safe bet.

Easier said than done? Start by refreshing your memory to better guide your recruitment efforts and solidify your positioning as an employer.

Employer branding and HR marketing: white hat, white hat?

These two aspects are far from being interchangeable. On the contrary, they work hand in hand to make your company appear at its best in the eyes of your target candidates (and from an angle that interests them!).

What they have in common: employer branding and HR marketing are both about your company’s employer identity. The first element relates to your brand pillars and your positioning on the labor market chessboard. The second is more about marketing strategies and tactics to “sell” the benefits to the “customer”, your qualified prospects.

Read also : 7 essential elements for a “wow” employer brand

The 3 main differences between employer branding and HR marketing

1. Employer identity versus its enhancement

On the one hand, employer branding establishes the benefits of joining your team. Its clear and consistent definition is crucial. On the other hand, HR marketing helps put your employer brand on the map and deliver key messages to qualified prospects in the right place at the right time.

Depending on your target talents, employee value propositions (EVPs) make it possible to summarize these distinctive aspects and solidify your employer brand. For example: do you stand out with a reputation for surpassing yourself professionally or with the flexibility of your work-life balance? These PVEs can then be used in different HR marketing tactics.

Your employer brand defines and crystallizes your positioning as an employer, while your HR marketing puts it forward and works to make you stand out.

In other words, when candidates make up their minds about where to apply, the image that spontaneously comes to mind when they see your logo or hear about your company corresponds to your employer brand.

2. The starting point versus the game plan

Since one promotes the other, there should be no HR marketing without a previously defined employer brand: your recruitment indeed follows the measure of your reputation as an employer.

Think of HR marketing as a game plan – and its execution. For example, you have to decide on the best ways to distribute your employer brand: you could combine the creation of employer brand-focused content according to the candidate’s background with a regular presence on social media. Perhaps you would like to add engaging job postings and advertise them using a network of employer brand ambassadors or a referral program? It all depends on your needs!

3. Constancy versus evolution

Since the employer brand is based on lasting elements such as a company’s mission, vision and values, consistency is one of its fundamental principles. By being consistent, your employer brand messages and arguments are easier to recognize and generate more trust.

That’s why it should stay pretty much the same, while HR marketing can evolve with your recruiting campaigns, as well as industry and labor market trends.

Take advantage of a solid employer brand and the right HR tactics to make it shine

In short, HR marketing and employer branding are not interchangeable: they are firmly interconnected and work for the success of your recruitment and the health of your company culture. After all, building a strong employer brand can help you receive twice as many resumes and prevent your prospects from dropping out of the application process.

Now that the distinction of their roles is clearer, it will be easier for you to take action. What are the next steps for your employer branding strategy? Let’s discuss it!

#marketing #employer #brand #differences

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