Defining the Role of Employer Branding (part II of IV)

Employer branding and recruitment marketing are often used interchangeably, but they serve distinct purposes. In this second article of our five-week series, the CXR Community Research panel took a closer look at employer branding, how to ensure it is authentic, and strategies to help it resonate across diverse audiences.

At CareerXroads , we bring together expert practitioners and leaders through our quarterly research panel program, where we explore critical talent acquisition topics over the course of four to five weeks. Each panel consists of anywhere from 30 to 50 invited experts and leaders from top organizations who engage in in-depth discussions on key issues. These conversations are enhanced by input from hundreds of our community members, gathered through weekly surveys and polls. The insights we collect are then compiled into a series of headlines (like this one) and a number of quarterly reports that provide actionable recommendations and best practices for talent acquisition professionals.?

Defining Employer Branding

While closely related, Employer Branding (EB) and Recruitment Marketing (RM) serve distinct yet complementary purposes in attracting and retaining top talent. EB is certainly a central element of the overall marketing strategy, with discussions in the panel even likening it to a “north star” that drives positive brand sentiment and reputation. As Nicole Fritz , Lead Director of Talent Acquisition Marketing & Employer Branding for CVS Health , noted, “EB is crucial in defining the ‘Who’ and ‘Why’ of an organization—clarifying the identity and purpose of the company and its people. Recruitment marketing (RM), on the other hand, is more of the tactical ‘What’ and ‘How,’ executing the brand’s stories and messages through targeted outreach to attract talent.”

The conversation also underscored the importance of EB being “always on,” maintaining a consistent presence that positions the company as a top employer. This continuous effort contrasts with the more focused and time-bound nature of RM, which drives specific calls to action and immediate engagement with job opportunities.

Echoing Nicole's thoughts on the importance of defining "Who" and "Why," Bryan Adams , CEO & Founder of HappyDance Careers Websites , emphasizes in our talks that everyone has an employer brand, whether they choose to manage it or not. "Recruitment marketing is just one aspect of picking up the tools created within your employer brand for the very specific purposes of either amplifying the brand messaging or finding and reminding talent why your company might be more relevant to them than your competition."

Adams went on to summarize the panel’s discussions by offering two definitions that, when viewed together, explain what they are individually and how they work together. There’s no doubt the panel viewed the interdependency of two as key:

Employer Branding is described as the strategic process of shaping the company's reputation through a unique employee value proposition.

Recruitment Marketing is the tactical activity of promoting job opportunities by leveraging the employer brand to attract and engage potential candidates.

Keeping Employer Brand Authentic

The question of how an employer brand can remain effective and authentic when the internal reality doesn't match the external image sparked a rich discussion among our panelists. This tricky issue brought out a variety of strategies on how to navigate these challenges while maintaining a brand's integrity.

By aligning the Employee Value Proposition (EVP) with the company’s mission, vision, and future projects, organizations can inspire potential candidates to see beyond current challenges and look forward to what's ahead. Failing to align your EVP with the company’s mission and vision can lead to a disconnect that not only undermines credibility but also risks attracting candidates who aren’t a cultural fit. This approach can also involve arming recruiters and hiring managers with talking points that offer a vision of the future, making the company's story more compelling and forward-facing.

Leaders also emphasized the importance of transparency and digging deeper to find and elevate authentic, positive stories within the organization, even in tough times. This can help counterbalance negative perceptions and showcase the company's strengths. By aligning the employer brand with the company’s future goals and being upfront about challenges, organizations can attract talent who are ready to embrace the journey ahead.

The discussion further highlighted something some employers don’t want to acknowledge: that an effective employer brand isn’t about making everyone happy but about being clear and confident in what the company truly stands for. This clarity helps attract the right candidates who align with the company’s values and culture. While negative feedback from a vocal minority can impact brand sentiment, it’s crucial to evolve the employer brand strategy to meet changing conditions and remain authentic. Ultimately, leaning into transparency and focusing on both current realities and future aspirations can help maintain a strong and resilient employer brand.

Developing an Employer Brand that Resonates with Diverse Talent

Creating an employer brand that genuinely connects with diverse talent is not just a challenge—it’s a necessity. Continuing with the theme of authenticity, our panelists noted it is important to ensure the brand reflects the true culture and values of the organization. Equally important is understanding who you are trying to attract. Understanding what matters to that diverse audience through surveys and focus groups allows you to integrate DEI into every aspect of the brand. Tailoring messages to specific segments of the workforce, rather than a one-size-fits-all approach, allows for more meaningful connections with underrepresented populations.

If you aren’t at a point where you can fully develop an enterprise-wide EVP, look within different business units to find messaging that resonates. You might well have much different themes from a technology-focused business area than your sales department.

Additionally, clarity on the specific goals of the employer brand is crucial. Whether aiming to increase applications, improve retention, or attract better-quality candidates, the strategy must be aligned with these objectives. By focusing on these principles, companies can develop a brand that speaks authentically to all talent, including those from underrepresented groups.

In Conclusion

Whether it’s aligning your EVP with future aspirations, navigating the complexities of internal versus external perceptions, or crafting a brand that resonates with diverse talent, the key lies in authenticity, clarity of purpose, and a deep understanding of your workforce. By embracing these principles and tailoring your strategies to the specific needs of your organization and its people, you can create an employer brand that not only attracts top talent but also fosters long-term engagement and loyalty.

As you consider your own employer branding strategies, reflect on how these principles of authenticity, clarity, and alignment with business objectives can be applied to attract and retain the right talent for your organization.

This research project on the Alignment of Employer Branding & Recruitment Marketing brings together exclusive insights from a select group of industry leaders and experts. Through in-depth discussions, they are exploring how to align Recruitment Marketing and Employer Branding strategies effectively. Their expertise, along with input from hundreds of CareerXroads community members, will result in actionable recommendations and best practices for talent acquisition professionals worldwide.

Our research is ongoing, and we’re always looking for new participants to join the conversation. If you’re interested in taking part in our next research topic, express your interest at www.cxr.works/research and see if you qualify. The broader talent acquisition community is also invited to participate in our weekly polls during active panels and research, found on the same page.

We’re proud to collaborate on this project with Jimmy McCourt , Vice President of Client Services at Shaker Recruitment Marketing , who has sponsored the administrative costs of this research. Together, Jimmy and the CXR team are co-facilitating the discussions and surveys that drive our insights.

Join the conversation and share your thoughts as we continue to explore the evolving landscape of Recruitment Marketing and Employer Branding. To stay informed and express your interest in future panels, visit www.cxr.works/research .