End-to-End Recruitment Lifecycle Management – Brand promotion


When it comes to the priorities that an In-house Recruiter (IR) must always keep at the forefront of conscious thought the promotion of their corporate brand and then protecting it must be at the top.

I have spoken to many many recruiters over the last 18 months and am surprised I meet some that seem to just go through the motions without consideration of what it all means to the candidate and to the company for whom you work.

Let’s take a look at promoting the brand.

We all know that Marketing and PR depts. are responsible for promoting the corporate messages to the target communities in the market, but how many of those same departments take ownership and responsibility for marketing the corporate message vision and culture to future potential employees? I would argue very few, sadly.

This task seems to fall to the teams of Talent Attraction professionals and unless you work in a large enough forward thinking organisation this will typically fall the IR’s, thankfully. Every time an IR places an advert on a job board or briefs an agency or approaches a candidate they are 100% responsible for promoting the corporate brand and values.

When placing an advert on a job board, branding is vital and so is how you write and present the advert. Studies by most of the leading job boards state that branded adverts tend to yield better results. Yes I know they would say that because they are trying to up-sell, but it makes so much sense. Think about it. Define an image, structure your ads with clear messages and create a consistent brand and it will get recognised time and again; maybe even searched for!

When briefing an agency an IR needs and must invest the time to give a thorough briefing. Anything less than 10 minutes just isn’t sufficient. Once the decision has been made to use an agency or a search firm you are effectively setting up a sales channel and delegating the responsibility of representing your company on your behalf to someone else. You need to be sure that they are equipped to represent you and your company to the best of your ability. Yes your ability. They are acting on your behalf. Give them the time and information they need to sell your company and your job to a potential candidate. I would advocate testing them on their understanding and knowledge too; see how well they are representing you. They will get better results if they have the right tools and the right pitch. It’ll also make you look good to your internal clients and not only that the candidate will think better of the agency and the whole recruitment process as a result. It’ll make the “close” easier.

When speaking to the candidate, make sure you give them so much information about the company, and while you are at it make it sound exciting. It is important from a candidate’s perspective to hear from a IR and hear all about the great things that the company does, has done and where it sits in the world and what it can offer them and what it could mean to them to be part of it. This isn’t about selling them a product; it is about selling them a career – a lifestyle, if you like! You need to give them the attention and priority throughout your discussions with them so that they consider you first when they are ready to move, whenver that may be.

We need to also discuss brand protection. Next time

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  1. Completely agree. Having worked for the public sector several times, there is a distinct lack of understanding of this ‘brand awareness’ in the recruitment teams. No wonder the public sector (a sector which has a lot to offer candidates) struggles to recruit top talent.

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