Culture communicators, it has been a year. At every turn, the actions of our companies have either reflected our values or reinvented them. You’ve had to understand and communicate organizational change in an uncertain world, all while going through your own terrible experiences personally. Amongst the chaos, it’s been a year of serious reflection, pivoting, building, and rebuilding, always off to the next challenge.
Even without a global pandemic, your job is hard. Because you’re constantly communicating the cultural reality and opportunity to others, your skills are a developing mix of talent acquisition, employer branding, recruitment marketing, diversity and inclusion, employee engagement, and more. But you’re in a growing field with tons of industry support. Even though some of us are solo practitioners, you don’t have to do it alone.
We hope we’re a source of information and inspiration for you. This year has been traumatic. We all need to remember why we do what we do, especially after a long haul of a year.
This post serves as that reminder.
1. Purpose galore
Recruitment marketers and employer brand professionals serve the world in two ways:
- They help organizations realize their potential and success by defining who they are and attracting the right talent
- They help candidates make decisions that best serve candidates’ personal and professional interests
In short, matching the right talent with the right employer changes lives.
And, it changes company trajectories. Pair passionate, skilled and experienced people with companies that have challenging problems to solve, and watch organizational innovation that changes the world.
It impacts the quality of a candidate’s life. You’re giving people a way to live their values and realize purpose through work. You’re enabling employee engagement and flow, helping people to choose their life’s work. Additionally, you’re helping them meet their personal needs, grow their families, keep healthy through medical benefits and retirement plans. Whew. Go you!
2. Business impact
We’re often asked about the ROI of recruitment marketing content (and employer branding in general).
Any talent-related position contributes to engagement and turnover—both of which costs organizations millions every year. The right people in the right roles and cultures contributes to employee happiness, engagement and productivity, which makes companies more successful.
Good recruitment marketing and employer branding makes the world go round.
3. Sharing experiences is your job
We’re doing your future job right now, in this post: we are marketing talent brand careers, by showing you the impact you’ll have in the role (in your case: on candidates and companies). Culture communications is all about finding what’s unique and important about a company culture, and a wide variety of positions, and communicating it to candidates who would be most interested and benefit the most.
You’re also giving insight into the culture of a company. That can only be experienced and communicated by current employees. Culture and values are not fluff. When you focus on employee stories to support some of the conceptual elements of a workplace, you’re marketing actual experiences based in fact. Candidates need to know what your organization can do for them personally and professionally so they can evaluate whether it’s a fit and opt in or out of applying. Sharing what your company is doing for its employees right now is the only way to give candidates the inside scoop.
As companies evolve, so does the culture. Divisions are created, organizations merge, new benefits are implemented as candidates and society demands it, products raise in prominence, they go after a different market. Your job is to keep candidates informed as the employee experience changes.
4. Constant change keeps you learning
Add algorithm changes on social, learning how scientists applying to your company consume information differently than sales people, evaluating new HR tech products and features that may make your job easier… hey, it’s not boring, and that’s in a typical year.
We know this is a big zoom out. We know the pandemic has stretched and stressed you and we don’t want to brush over the trauma of this year. But while there’s still a ways to go, we can see a return to something we recognize, even if it’s different from what work looked like exactly.
Recruitment marketing and employer branding, we love you! We will get through it together.