Employer branding that attracts candidates who aren't job hunting

Employer branding is more than marketing for employers — it's a recruitment tool. Every time someone sees your company in their feed and thinks 'I'd like to work there', you've done groundwork that means your sourcing campaigns will convert better when you actually need to hire.

The link between employer branding and sourcing cost

Companies with strong employer branding on social media consistently pay less per converted candidate in their sourcing campaigns. Candidates who already know your company from before are more likely to respond positively when you reach out.

Concrete tactics that work

• Show your people and work environment — not just your product or service
• Share stories of employees who have grown within the company
• Be transparent about culture, values, and what's genuinely challenging
• Use video — it converts substantially better than static images

Employer branding and sourcing campaigns working together

The most effective approach is to combine ongoing employer branding content with targeted sourcing campaigns. Employer branding warms up the audience over time, while sourcing campaigns activate them when there's a specific need. Neither works as well alone.