 If the only way that people can respond to your recruiting messages is by applying for a job, you’re missing a big opportunity to build a recruiting pipeline. Not everyone who’s interested in a position at your company is ready to apply when they become aware of you. And you might not have an open job that’s a fit for a potential candidate at the exact time that they made their way to your website.
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 If recruiting for your company has been tough and you’ve started to explore how you can change your approach, you’ve probably come across Recruitment Marketing and Employer Branding. If this is you -- Congratulations! You’re onto something! But when it comes to deciphering exactly what these two disciplines are and how they work together, it can be a bit confusing.
 How many “We’re hiring” messages are you seeing in a day right now? A lot, no doubt. If you need to hire, you’re probably trying to get the word out in as many places as possible. However, if you’re always leading with “We’re hiring,” your message is blending in with every other company with the very same message. What you need to do, is to stand out and be memorable in the minds of your candidates and referral community. The way to do that is with employee testimonials.
 What if you were interested in employment opportunities at a company but when you went to their career page, all you found was a list of open job positions? Job candidates have more questions than what can be answered in a job description. They want to know -- What’s it like to work here? Will I fit in? Who are these people? Why should I work here?
 When you hear the word “branding” your mind might think of logos, colors and design. While a consistent visual presence certainly plays a part in creating a positive impression to the job candidates that you want to attract, employer branding encompasses a whole lot more than your graphic style. It’s your reputation.
 Your employer brand is your reputation as a good employer and companies that actively manage their employer brand are using marketing tactics to help job seekers find the information they're looking for to make confident career decisions. The result is that they’re able to nurture relationships with candidates and develop their credibility as a good employer. They’re also seeing their efforts translate into cost and time savings for their businesses.
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