Let’s talk relationships in employer branding

Stop selling employment as a product and start creating real employment relationships.

Branding in general is more successful when it’s about relationships. Help someone establish a relationship with your product or service and you’ll have a much longer term customer. In other words, it can’t be all about the transaction.

Think of a product you love… it’s likely for far more reasons than its features & benefits. It likely triggers positive memories or makes you feel good about supporting it or even makes you proud to buy it. For long-term success, marketers need to make a meaningful connection on some level. Employer branding is no exception. And in a time where attraction & retention are extremely difficult, it’s well worth noting.

It’s also why a recent article from Susan LaMotte struck a chord. As she so rightly notes, “we have resorted to throwing every benefit, perk, and compensation tool we can at candidates. We’re desperate. And desperation is never the foundation of a solid, long-lasting relationship.”

So what is a better foundation? She highlights three key action items to help you build better relationships in your employer branding efforts:

  1. Move employer branding away from marketing and into HR
  2. Stop talking about your EVP
  3. Start branding and marketing your employment relationship

Talent acquisition and recruiting is seeing a struggle unlike any other. We’ve gotten desperate and there’s no surprise as to why. It’s time to go beyond EVP–stop selling employment as a product and start creating real employment relationships.

Read more from the source: Employment Isn’t a Product to Sell, Published by: Susan Lamotte (@susanlamotte) Is The Founder And Ceo Of Exaqueo, An Employer Brand Experience Fir…

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Barb Ruess

Barb Ruess

Barb's career in marketing and branding started with one of the very first job boards and has been focused on career search/talent acquisition in one way or another ever since. She has worked with CXR practically since its beginning and wears many hats from meeting planner to communications to marketing strategy and more.


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