As we gather together to worship at the employer brand temple, a heretic makes his way into our midst. The upstart tells us that while there is a place in the world for the employer brand, it is not a panacea for all staffing challenges, and that, in fact, it is only one part of the employment marketing strategy.
Unyielding in his criticism, the recruitment advertising iconoclast chides us for not leveraging the research we conduct in the development of employer brands in a more comprehensive manner. He scolds us. “What of lead generation? What of relationship marketing?”
We sit in silence with no response, thinking about the role of each of these endeavors.
Lead generation generates candidates, and potentially, hires. It is driven by historical success and best practices. Relationship marketing connects with candidates who did not become hires, and existing and past employees. It is determined by decision, interest, and loyalty drivers. Brand positioning and realization creates positive associations and heightened awareness with potential candidates. It ensures delivery of the brand promise to employees and is informed by aspirations, realities, and perceptions.
Each is different. Each is essential. Each is interrelated. And each can be determined with a single strategy development effort.
But that’s not what happens. Organizations approach each of these in isolation, if at all. In doing so, companies lose the opportunity to optimize the utility of the market research that has been conducted during employer brand development exercises. Sure, the brand positioning will be robust and will lead to excellent positioning. But with 10% to 25% more effort, the same organization can realize a complete employment marketing strategy.
That’s worth preaching about.
I hit the nostalgia circuit recently and caught a concert by Richie Havens, one of the original Woodstock prodigies. He was simply amazing. It may be 2006, but he still sings like its 1969.