What is Employer Branding ?

Many HR professionals use the terms “employer branding” and “recruitment marketing” interchangeably.

Is there a difference?

These terms are closely interconnected; both have to do with your company’s reputation as an employer. The main difference is that: 

  • Employer branding is the process of defining and positioning who you are.
  • Recruitment marketing is about communicating who you are as an employer.

Employer branding should be the first priority as your base. Considering recruiting marketing is another word to promote a company’s name. In addition, brand image is your prestige and exposure in the source of potential employees and talent. Attracting, retaining, and inspiring the talents to support development is the mission.


employer branding hk

Why employer branding?

Companies with positive brands get twice as many applications as negative brands.

50% of candidates wouldn’t work for a company with a bad reputation despite salary being higher.

The connection between Moses Wills and top players in various industries has been already established as we already understand how to engage with high-quality employees and effectively express an employer brand. But perhaps our most significant advantage is our concentration on the pre-application stage of the recruiting process, and our goal is the intention of attracting talent and driving the most suitable candidates to apply for your latest open vacancies.



to build up your employer branding

We help you to create a competitive advantage over companies that are looking for the same talent with proven 6 optimizing steps.


Consider your firm’s overall growth strategy

Start the process by understanding your firm’s overall strategy for growth.

This insight will be essential for aligning your employer brand with the overall business needs of your firm. If you are competing on the basis of having the best talent, for instance, your brand requirements will be very different than those of a firm who competes on the basis of the lowest price.

Research your prospects and competitors

Researching your target audiences is a proven way to reduce risk and improve the likelihood that your brand will resonate with those you want to impress.

Most firms target three primary audiences in their recruiting strategy: potential new recruitsrecent hires, and talent referral sources. Each of these groups has a unique perspective and important information to add to your understanding.

Develop your employer brand strategy

Your brand strategy has three key components: 1) your differentiators, 2) your positioning statement, and 3) your employer brand promotional plan.

Your differentiators are the attributes that set you apart from your competitors in the eyes of the relevant target audience. Now, you need to be careful here because what is important to one target audience may be irrelevant to another.

Build the tools to communicate the brand

How do you turn your overall strategy into results? It starts with developing the right tools that convey the right messages.

Your single most important tool is your website. It communicates both your overall firm brand and your employer brand. It is the place that almost everyone who wants to work for your firm will visit. It is also a place where potential talent can rule out your firm — without even talking to you first.

The careers section of your website is usually the place potential recruits will go first. But don’t make the mistake of thinking that’s where it ends. Serious prospects will scrutinize your site to learn what kind of work you do, whom you do it for and what it might be like to work at your firm. They may also try to understand who their colleagues will be and what opportunities may be available to them.

But your website is only one of your tools. Your social media company pages (and your activity on them) are also key areas motivated recruits will explore. And of course, employer rating sites such as Glassdoor can make a strong impression on prospective employees.

Accordion Panel

When you have your strategy set and have assembled and updated all the tools you need to communicate your employer brand, you are ready for the brand launch. A successful launch involves not only implementing a promotional plan aimed at your external audiences, but addresses your internal audiences, as well.

In fact, an employer brand launch is a firm-wide effort that involves recruiting, human resources, marketing and senior management. Remember, an effective employer brand must reflect your real firm, not a contrived fantasy. Living the brand is an all day, every day effort.

Optimize for visibility and impact

As with any complex, firm-wide endeavor, you will not get everything right in the beginning. That is why monitoring the performance of the program and optimizing it over time is so important.

You will want to monitor two kinds of variables. The first is implementation. Is the program being rolled out as planned? Are activities happening on schedule? Are employees participating? If the program is not being fully implemented, don’t expect to see great results.

The second set of variables is impact. Is the program producing the desired results? Are you getting the right kind of referrals in sufficient quantity? Are candidates responding in the right numbers? Are your hiring goals being met? Is retention where it needs to be?



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