Marketing & Employer Branding - identical twins

Since I'm in the marketing world for more than 14 years, marketing products, promoting them, creating awareness for the brand/product/service/organization, and everything so that satisfied customers around the world purchase it, employer branding is my favorite topic.

I created, led, and managed many campaigns, optimizations, automation, personalization, social networks, content, and more...

And my goal in this post is to emphasize the message that marketing people possess certain skills and knowledge.

This knowledge helps many organizations, although employer branding contains actions belonging to human resources only.

To reinforce this fact, I'll show you the obvious similarity between employer branding and marketing manager actions:

? Employer branding is used to create an image of the brand (the organization) in a positive and optimal way, while we as marketing people have exactly the same goal when we brand our product in campaigns and other marketing activities outside the organization.

? The employee experience - one of the critical criteria that affects the branding actions of a product or the branding of an employer is the experience of use. Here too we can notice a very similar, but very close similarity of creating an employee experience versus using the product itself. From a marketing point of view, the actions are the same actions, of accompanying and serving and supporting the customer when it comes to product branding. This is also true for employees when it comes to employer branding.

It is the ultimate goal of every marketing person to bring in new customers, and the same goal is reflected in the employer's branding.

? Retention - Retention is a very significant part of the entire marketing activity of branding. Moreover, the goal of marketing to retain existing customers is a goal that can characterize the entire activity as a success or failure. When we bring an existing customer to advance, to upgrade within our brand I produce continuity and satisfaction with the customer and exactly the same with the employee I retain, giving him a professional horizon and the possibility of promotion. We preserve the employee's experiences with the help of human resources and support this with marketing actions that will make his stay at his workplace pleasant.

? Tools - in terms of tools today when the media is the leader in the world of advertising, we will use the exact same tools to promote our brand as a product and our brand as an organization such as: PR operations, social networks, Google, publishing content on targeted websites according to the field and topic and more.

In conclusion, after many, many years in the field of marketing, I can say that employer branding is not only for the field of marketing. At certain stages, the involvement of human resources is required just as the intervention of the sales department is required in marketing operations outside the organization.

But there is no doubt in the capabilities of the marketing person to perform this type of duties in any type of organization that wants to be a brand.

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