Employer branding is hiring fuel, and any recruiter worth their money understands how vital EB strategies are to hiring.
But do domestic employer branding techniques work when trying to hire international staff? The answer, as with most things in recruitment, is more complex than it seems.
“An employer brand includes the market’s perception of your company as an employer but also describes your promise (or employee value proposition) to employees in exchange for their experience, talents, contacts, or skills.
Employer branding…is simply how you market your company to desired job seekers”.
Employer branding has come into its own in the age of digital marketing, social media and the rise of video content. Never has it been easier to connect career opportunities and employer culture content with prospective staff in creative, personal and fun ways.
The real power behind well-curated employer branding is in market clarity and definition - it’s a brand anchor you, your staff, your customers and your wider network are attached to, and sets you apart from your competitors.
This, naturally, has enormous benefits for multiple aspects of your business, especially in the field of international hiring.
Employer branding is known to be an incredibly effective recruiting and talent attraction tool, but it’s also a powerful element behind successful business operations.
A creative, relatable and meaningful employer brand campaign is beneficial to your wider operations by:
As the UK’s Chartered Institute of Personnel and Development highlights, more than anything a good employer brand helps “establish credibility”. This brand and work culture positivity impacts almost every business function, from sales to marketing and indeed to recruitment.
Whilst it’s imperative brands do everything they can to create attractive, creative employer branding messaging and campaigns, here at Relocate.me we’re mindful of how any established hiring strategy works in the context of international markets and international hiring.
To this end, we conducted a poll with our Telegram followers: What is the most important factor for you when considering an employer abroad (other than pay)? Poll recipients were offered multiple choice, and their answers are telling:
The poll results put a twist on employer branding hiring supremacy. Employer branding is important but needs to be part of a wider recruitment package that prioritizes the efficiency of relocation and legal administration first.
But in our view, employer branding is how you guarantee talent buy-in and conversion - it’s the final, integral piece of the puzzle that will tip a candidate from “maybe” to “I can’t wait to work there!”.
The most effective way to guarantee continued employer branding presence in international hiring strategies is to fold employer branding curation into relocation functionality and processes. For example:
There are some critical rules to remember about employer branding that brands would be wise to follow - namely it can’t do the recruiting heavy lifting for you, but it can elevate and augment your international hiring efforts.
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