How to Manage Employer Branding During a Pandemic Year

Jonathan Kidder

4 years ago

With so much things happening this year it’s been tough on the Talent Acquisition space. I wanted to see how Recruiters we’re handling and managing their employer branding during this pandemic. I reached out to Zack Gallinger from Talent Hero to get his perspective on how to handle so many changes and how Recruiters should be responding to employment branding and social media during this time.

Here’s how to manage your Employer Branding during a Pandemic year:

1. How long have you been working in the employment branding space? Why did you start Talent Hero?

In 2016, I was running a different web development company when I happened to sign two new clients in the recruiting space. To build them the most effective website possible, I decided to look for resources for recruiters looking to market their businesses and found that what had been published was not incredibly helpful. Shortly after, I had a new business concept in mind and Talent Hero was born. Prior to launching, I interviewed dozens of recruiters to learn about the industry and the tactics they had used to market their business online. From there, we signed our first clients and started testing various ideas. At this point, we have tried virtually every strategy imaginable and have a strong evidence-based understanding of how to market a recruiting business.

2. How should companies and recruiters should be responding to COVID?

Hiring is down and the market is flooded with high quality candidates. Unfortunately, this is a tough reality and there is no magic bullet. The best step you can take for your business is to figure out how to best represent your business online so that when you reach out looking for new business, whether that is over the phone, email, LinkedIn or other platforms, your website and social presence will back up what you are selling. First, your online brand needs to be polished and professional (an area where many recruiters struggle). Second, you need to have ample social proof to back up your claims. Third, you must offer as much value as possible to your potential clients (a custom salary guide is one way to go about it).

3. Do you have any advice for Recruiters during this time?

I’ve spoken with a lot of recruiters over the past few months and there is no question that virtually everyone is struggling. The recruiters that have maintained the most business are those that have a strong unique selling proposition (USP). A unique selling proposition is a “unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors.” In my experience, most recruiters don’t have a USP and that makes it difficult for them to market themselves in a very crowded market. If you are one of those recruiters who is lacking in this area, I would start your marketing efforts by defining your USP and then re-branding your website and social presence so that it is front and centre. If you want some tips on what does and doesn’t make for a good USP, check out this below:

How to Manage your Brand During this Time:

Embrace the uncertainty and run with it. It’s okay not to know all the answers.
Talk about work life and remote life benefits.
Talk about your virtual job interviewing process.
Share videos and content related to working remote during this time. Many companies are sharing photos of new employees starting remotely with their “new gear.”

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