"Are you struggling to find out where employer branding should live within your company? It doesn't matter."
That's how James Ellis, Chief Brands Builder at Employer Brand Labs, kicked off his session at Talent Acquisition Week, sparking immediate interest (and a bit of debate) among both recruiters and marketers. But as James explained his perspective—that employer branding should be woven into every part of a company—the audience quickly shifted from skeptical to curious.
I’m Kenzie, an Account Manager at drop & hook, where I help transportation and logistics companies bring their employer brands to life through digital marketing. When I heard about the Talent Acquisition Week virtual conference, which featured top experts in talent sourcing, social recruiting, DEI, talent analytics, and employer branding, I knew I had to attend. And I’m so glad I did! The week left me not only inspired by powerful employer brand case studies but also eager to put the new strategies and best practices I learned into action. In this blog, I’m excited to share some of my top takeaways with you. Let's dive in:
Start with Research: Successful employer branding begins with thorough research and creating strong, detailed personas. Dean Da Costa, Enterprise Sourcing Lead at Lockheed Martin, recommended starting with internal research.
"Create a persona of what the ideal candidate might look like based on your own team. Consider their work and educational background, but also their soft skills. Don't overlook your silver medalists. Then, do external persona research and see where your gaps are." —Dean Da Costa, Enterprise Sourcing Lead at Lockheed Martin
Once you have your personas, don't file them away. Jenny Bean, Employer Brand Manager at Walmart, advises marketers to keep personas front and center. Frequently review them with your team so you're reminded of who you're talking to, or who you're looking for.
Authenticity Matters: Authenticity is key to attracting the right candidates, which ultimately saves you time and your business money. Your employer brand needs to resonate with your target audience. To do this, leverage your own employees to tell their stories. Genuine, relatable narratives can create a powerful connection with job seekers. In the transportation industry, jobs aren't always glamorous. Don't hide the realities of the job. Initiatives like culture chats or having social ambassadors can be effective ways to gather and share authentic stories.
"To truly resonate with candidates, it's crucial to understand your employee value proposition (EVP) and ensure it’s not a one-size-fits-all approach. Ask yourself, have you gone deeper than just 'What does it mean to join your organization?' Consider what it means for each of your specific personas to join. It’s all about telling a compelling story that connects with these granular personas." — Max Darby, Talent Attraction Manager, Hilti North America
The Power of Belonging: In my favorite session, Shaunda Zilich, Senior Director of People Brand and Talent Attraction at Marriott, highlighted the success of Marriott's "Be" campaign—a powerful case study in employer branding and recruitment marketing. The campaign invites job seekers to "Be a part of something bigger than yourself," fostering a workplace culture where every team member's voice is valued. By creating a deep sense of belonging and sharing authentic employee stories, Marriott has built a brand that genuinely resonates with its people. This approach not only strengthens the brand but also amplifies recruitment marketing efforts by turning employees into genuine advocates. It’s a reminder that successful recruitment marketing isn’t just about the brand itself; it’s about the people who embody and communicate that brand every day. Check out Marriott's blog for more inspiration.
Connect Employer Branding to Business Objectives: To truly gain buy-in from leadership, especially in a down market, you need to connect employer branding efforts to business goals. Show how your initiatives contribute to making money, saving money, or lowering risks. For example, a strong employer brand might lower rejected hires. Happy employees are more productive. By demonstrating value in terms that the company understands, you’ll be better positioned to secure the resources you need to succeed.
"Companies don’t get employer branding until we show our value to them in terms that they understand. Figure out how you're winning, because winners get rewards. Perceived value creates its own success. Do smart victory laps to show how you’re creating value throughout your company." —James Ellis, Chief Brands Builder at Employer Brand Labs,
Keep the Human Touch: Several speakers discussed the importance of maintaining human empathy in both employer branding and recruitment efforts. In a session titled "Social Recruiting Tips, Tools, and Tech," Craig Fisher, CEO of TalentNet Media, stated that "candidates should have a consumer-grade experience. Empathy is the first step to having a good experience."
AI can assist in the process, but it’s only as effective as the person guiding it. Relying too heavily on AI to lead your employer brand could hurt your reputation, as machines struggle with the nuance and empathy required to create a positive experience for potential hires. Technology should enhance, rather than replace, the human touch so you can keep trust at the forefront of your brand.
As the sessions at Talent Acquisition Week demonstrated, building a strong employer brand is an ongoing journey that requires research, authenticity, storytelling, alignment with business objectives, and a human touch. If you're ready to elevate your employer brand and your recruitment marketing efforts, get in touch with the drop & hook team here!
Want more? Click here to learn more about Talent Acquisition Week's in-person conference, which will take place in February 2025.