I’ll never forget when I got a call from the VP of Talent Acquisition. It lasted about 10 minutes, but it was one of the worst calls I’ve gotten as an Employer Brand Manager. He got reamed by the CMO who had gotten a call from the CEO about images he saw all over LinkedIn. It turned out that someone had created a craptastic image using the company logo. The bigger problem was that it was blasted all over social media and being shared by recruiters and their hiring managers.
Over the next few days, my job as an Employer Brand Manager was turned upside down as I had to track down all of the offensive images and have them removed from the world wide web. Ever since that incident, Marketing has wanted to move recruitment marketing responsibilities under their tutelage.
All of this could have been avoided had our team and Marketing rolled out the company’s marketing branding, identity, positioning, and communication guidelines. In this post, I will give you five key steps to ensure that recruitment marketing lays the foundation for Talent Acquisition to leverage social media in the right way without receiving angry calls from the CMO.
Here is what you’ll need to do:
1. Partnering with the Marketing Team
It’s imperative to collaborate closely with the marketing team. The marketing team possesses valuable insights into the company’s brand identity, its unique selling points, and its target audience. Understanding these aspects is crucial for effectively communicating with potential candidates. Seek guidance from the marketing team on logo usage, brand identity elements, social media strategies, creative assets, and external communications to ensure consistency across all touchpoints.
2. Maintaining Brand Compliance
Brand consistency is key to making a lasting impression on candidates and building trust in your organization. Adhering to brand guidelines is essential in maintaining a cohesive brand image. This includes using approved logos, following specific color schemes, utilizing appropriate imagery and typography, and crafting messaging that aligns with the company’s tone and values. Ensure that all internal communications and external messaging align with these guidelines to create a seamless and professional brand experience for candidates.
3. Creating a Recruitment Marketing Tool-Kit
As Recruitment Marketing gains momentum, it is essential to equip your Talent Acquisition teams with the right resources. Building a comprehensive recruitment marketing toolkit is a game-changer. This toolkit should consist of brand-compliant creatives, compelling copy, and engaging content that resonates with potential candidates. Providing your teams with these resources streamlines their efforts and ensures consistent messaging, which leads to a stronger employer brand in the long run.
4. Emphasizing Brand Consistency
Consistency in branding extends beyond visuals; it also involves maintaining a consistent tone and messaging. A clear and unified voice across all recruitment communications reinforces your
company’s identity and values. When potential candidates encounter consistent messaging across various platforms, it enhances their trust in your organization and establishes a sense of familiarity. This consistency builds recognition and strengthens your employer brand, making it more appealing to potential hires.
5. Social Media and Brand Approval
Social media has become an indispensable platform for Recruitment Marketing. It offers an opportunity to showcase your company culture, values, and job opportunities to a wide audience. However, to maintain brand integrity, it’s essential to seek Marketing’s review and approval before posting on social media. This step ensures that the content aligns with the established brand guidelines and does not deviate from the overall brand strategy.
Building an effective Recruitment Marketing function requires a strong foundation, and that foundation is laid through a deep understanding and adherence to the company’s branding and communication guidelines. Partnering with the marketing team, maintaining brand compliance, creating a recruitment marketing toolkit, emphasizing brand consistency, and seeking brand approval for social media posts are key components of this process.
It’s critical to stay in alignment with Marketing and the company brand guidelines. Remember successful Recruitment Marketing starts with a strong brand identity that resonates with both potential and current employees alike.
