Employer branding vs. personnel marketing

The terms employer branding and personnel marketing are often compared or used synonymously. However, the difference is significant. First, both HR marketing and employer branding have the overarching goal of positioning themselves as an attractive employer and using a consistent, authentic employer brand to attract the right career starters and new hires. However, while HR marketing encompasses a range of operational measures to engage with candidates and communicate one’s message to them, employer branding describes the crucial definition and strategic foundation.

Internal & external measures in employer branding

Important branding measures include internal and external factors. These can be put together individually depending on the organization and should be played to the target group. The premise is that comprehensive employer brand building has been carried out in advance, the employer value proposition formulated and the target group defined.

Internal measures: You can do this internally!

Here are examples of internal measures:

• Communicate results of the employer branding process internally
• Involve employees in processes
• Optimize Candidate Journey
• Establish employer brand feedback
• Train employees
• Offer continuing education opportunities and workshops

External measures: How to attract external attention to your company!

Next, we have examples of external measures:

• Prominently display career website
• Integrate company insights on website
• Connect with target audience using social media, such as recruiting films and employee blogs
• Present yourself as a potential employer at trade fairs and other events
• Offering placement bonuses, workshops, and continuing education opportunities
• Draw attention to the company through sponsorships

Examples of viral posts

Here are some examples of viral posts:

• Shaving stone

• Banana bread

• Mochis

• Solid shampoo

• Hair vitamins

Why social media now? Simply explained

First of all, why social media? This is not yet about deep topics, but about very basic aspects that make up the core of successful social media marketing (by and for companies).

These are the important reasons:

1. More attention
2. More reach
3. More brand awareness
4. More orders / orders
5. More customers
6. More regular customers
7. More brand fans

So the stage goes from creating awareness of your brand, to generating leads (newsletter signup, online store sales, etc.) to repeat customers and true brand fans.

Comparison with 1990: Few advertising channels

Quite simply explained, you are closer to your target group than ever before. Just 20 or 30 years ago, there were only a few communication channels, e.g. newspapers, radio or TV. Otherwise, there were only flyers or posters. That means you could never really get in touch with your target group directly.

Since social networks have been around, things have been different, and this is precisely where the big advantage lies.

You can contact your community with a few clicks. Community means the people who follow your account on a social network.

Social Media: Speak directly + reach

But the benefits of social media go even further, especially when you remember that as a business, company, and brand, you need one thing above all else: reach.

Reaching people with precision instead of “wild posters

This is where a second important aspect of social networks comes into play, the benefits of advertising within the apps. Let’s stay with the billboard example, from 30 years ago, you have to make it 100 billboards around town, over a week, in a hundred different places. What a hassle, with all the planning, the printing, the distributions, the hanging, the taking down.

Make ideas known overnight

Today you have a good idea, quickly take a photo, write a little text, publish this posting and additionally advertise.

In simple terms,advertising means that you pay x euros(CPM) for 1,000 broadcasts of this ad. You can advertise a good idea as fast as this, without having to plan an elaborate advertising campaign in the whole city beforehand. In fact, you only need 5 minutes.

Always available, whether shopping in the city or at home on the sofa, social apps.

Conclusion: Reach and Community

Accordingly, there are two important aspects, the community and the reach. This will save you extremely much money in the future, you just need to manage to build 100 fans, 500 fans, 1,000, 5,000 and so on. The journey is the destination. But once you are at – let’s say “only” – 1,000 fans, you can always reach out and activate them.

Which is pretty much already in the name:

Social & Media.

Let’s summarize once again the typical advantages of social media, which, interestingly enough, harmonize very well with the reasons:

• Attention
• Range
• Brand awareness
• Orders / Orders
• Customers
• Regular customers
• Brand fans

Attention

Attention means the user gets to know a product or solution.

Interest (Interest)

Interest means he or she is interested in the product or solution.

Desire (Need)

Need means he or she is convinced and wants your product or solution.

Action (plot)

Action means that the customer subsequently buys the product or solution.

Application: Email Funnel (Example)

The AIDA principle is applied in many marketing disciplines. Among others, in email marketing, or in the creation of email funnels. An extremely efficient tool that has lifted the sales of many to a whole new level. Even better, email funnels have a high degree of automation.

• Email Funnel
• Email marketing

This is how a funnel works: