Create the Best Recruitment Branding in 10 Simple Steps

Building a strong recruitment brand is essential for success. Your recruitment branding communicates your company’s culture, values, and unique advantages. Here’s how you can create an authentic and appealing recruitment brand in 10 simple steps.

1. Research the Competition

Before developing your recruitment brand, it’s crucial to understand your competition. Research what other companies in your industry are doing to attract talent. Identify both direct and indirect competitors — companies that hire for similar roles or have the same target audience.

Target Audience: 

Get a clear picture of your ideal customer. Create “customer personas” — representations of your ideal customers. Identify the platform they frequently use (LinkedIn, niche job boards, social media) and observe what content resonates with them.

Competitors: 

Explore the employer branding of other companies in your industry. 

• What are their messaging strategies? 
• How do they present their company culture? 
• What benefits or perks do they offer? 

Identify gaps and opportunities that can make your recruitment brand stand out.

2. Perform Market Research

Once you understand your target customers and competitors, dive deeper into market research to discover insights about the talent pool and job market trends.

• Google Trends & Job Search Platforms: Explore popular keywords on job boards and search engines to understand what your target audience is searching for. Is there a demand for certain roles or skill sets? What benefits are in high demand?
• Social Media Insights: Use tools like Facebook Audience Insights to analyze the demographics and interests of potential customers. What do they care about? What kind of employer culture appeals to them? This data can guide your messaging to attract the right talent.

3. Establish Your Employer Brand Personality

Your recruitment brand should showcase the unique personality of your organization. Define the tone and style that reflects your company culture. Is your brand youthful and innovative or more traditional and dependable?

Core Values & Mission: 

Your company’s core values should be the foundation of your employer brand. 

• What does your organization stand for? 
• What sets you apart from competitors? 

Craft a compelling narrative about why your company is a great place to work.

Why You Exist: 

As Simon Sinek’s “Golden Circle” framework suggests, focus on “why” your company exists. 

• Do you promote diversity and inclusion? 
• Are you committed to sustainability? 

Highlight the aspects of your culture that make your company a great place for prospective employees to thrive.

4. Create a Recruitment Positioning Statement

A recruitment positioning statement sets your company apart from others and makes your unique value proposition clear to potential customers.

Template for Recruitment Positioning:

• “We offer [career opportunities] for [ideal candidate] to [unique benefits or culture].”
• For example: “We offer career growth opportunities for passionate software engineers to join a collaborative and innovative team.”

This positioning helps potential customers quickly understand what makes your company attractive to work with.

5. Choose a Compelling Employer Brand Name

If your recruitment efforts are tied to a specific program or campaign, it’s essential to choose a name that resonates with the talent you’re targeting.

• Keep it Short & Memorable: A clear, catchy name helps your recruitment brand stick in people’s minds. Whether it’s a career website or a recruiting campaign name, it should be easy to pronounce, spell, and remember.
• Reflect Your Culture: For example, if your company emphasizes flexibility and work-life balance, a campaign name like “FlexCareers” could reinforce this (sorry bad example, but you get the gist). If you’re all about innovation, something like “InnovateWithUs” might be appropriate.

6. Craft a Catchy Slogan

A great slogan can encapsulate your recruitment brand’s essence in just a few words. It should communicate why your company is great and resonate with your ideal customers.

• Make it Memorable: Think about slogans like “Be the change” or “Your future starts here.” These simple, impactful phrases capture the spirit of the organization and attract customers who identify with your mission.
• Call to Action: A great slogan often includes a call to action — encouraging customers to get in touch or learn more.

7. Design a Professional Recruitment Logo

Your recruitment brand’s logo is an essential visual asset that conveys your company’s values and culture.

• Keep it Simple but Meaningful: Your logo should be clear, and memorable, and convey your brand’s message at a glance. For example, if your company is committed to growth and development, your logo could feature symbols like arrows or upward-moving elements.
• Consistency: Ensure the logo aligns with your overall company brand identity, so that your branding feels cohesive.

8. Define Your Visual Language

Your recruitment brand’s visual language should be consistent and recognizable across all platforms.

• Brand Colors & Typography: Use a colour palette that reflects your company’s values — bright, energetic colours for an innovative company or muted, professional tones for a more corporate environment. Stick to a few key fonts that are easy to read across job listings, career pages, and social media.
• Photography & Graphics: Use images and graphics that show off your company culture. Show real employees in authentic situations, not just stock photos. Use visual elements like icons and illustrations to add personality to your job listings and career pages.

9. Build a Strong Company Voice

Your company brand voice should reflect your company’s personality and resonate with potential customers.

• Tone of Communication: If your company is youthful and dynamic, use a conversational and fun tone. If you’re a well-established organization, a more formal, professional voice may be appropriate. Ensure your recruitment messaging is consistent across all channels.
• Be Authentic: Transparency is key. Don’t just tell customers what they want to hear. Be honest about your company’s strengths and opportunities for growth. Authenticity will help you attract customers who align with your culture and values.

10. Apply Your Recruitment Brand Consistently

The key to building a strong recruitment brand is consistency. Apply your brand elements — logo, slogan, visual language, and voice to everything you do.

• Job Listings: Every job post should reflect your recruitment brand. This includes writing job descriptions that align with your company’s tone.
• Social Media: Keep your content updated, engaging, and consistent with your overall brand. Share stories, company events, and behind-the-scenes glimpses to give potential customers a real feel for what it’s like at your company.

By maintaining consistency across all channels, you’ll ensure that your recruiter branding is instantly recognizable and appealing to new and existing customers.

What Does Building a Recruitment Brand Involve?

Building a recruitment brand is a long-term commitment that involves defining your company’s culture, core values, and unique benefits in a way that resonates with potential customers. Here’s a breakdown of the key elements:

• Recruitment Strategy: This lays the foundation for your recruitment efforts. Define your target customer profiles, what makes your company attractive, and how you’ll communicate your branding message effectively.
• Recruitment Identity: This is the visual and verbal representation of your recruitment brand. It includes your recruitment logo, tone of voice, colour scheme, and the way you portray your company culture and values.
• Recruitment Marketing: Use social media, job boards, and recruitment events to communicate your recruitment brand. Your recruitment marketing should be aligned with your overall employer branding strategy to attract the right customers.

By focusing on these key elements, you’ll be able to attract high-quality customers, entice top talent, and build a strong reputation as an employer of choice.