Bridging the Gap Between Marketing to Candidates And Customers

If you want to attract the top talent in your industry, you have to stand out as the best place to work. Employer branding and specifically marketing to candidates can help get you there.

Let’s explore some recent client questions to shed light on the nuances of marketing to candidates versus marketing to customers.

Is Marketing to Candidates Different Than Marketing to Customers?

You’ve probably already put a ton of money and effort into your marketing plan. Typically, this tells potential customers what you do and how you’re better than your competitors. You’ve probably even defined your target customer and know where to post your ads so they see them. But can that marketing effort translate into attracting candidates?

Unfortunately, that’s not always the case. Think about it from the job seeker’s perspective. Your marketing may be fantastic, but if it doesn’t have anything to do with them, they can’t relate to it. Job seekers want to know what it’s like to be part of your company from an employee’s standpoint. A day in the life of a technician is a very different story than your customer marketing pitch.

Picture This:

“Attention Homeowners! Are you tired of dealing with leaky faucets, clogged drains, and unreliable plumbers? We hear you and we’ve got the solution you’ve been searching for! We’re not just your average plumbing company. We’re a team of carefully selected, dedicated professionals committed to providing you with top-notch service and peace of mind. You’ll love working with our skilled specialists! They’re not just handy, they’re experts in their field. Every team member undergoes thorough background checks and specialized training to ensure they can tackle your plumbing challenge with confidence. Our professionals will show up in freshly drycleaned uniforms, treating your home with the utmost respect. They’ll wear protective gear and keep you updated every step of the way. We prioritize your satisfaction over sales quotas, meaning our team is trained and motivated to get the job done right, on time, every time. No sneaky upsells allowed! We believe in our team. From the best pay in the industry to full benefits, we’ve got them covered. So don’t worry about whether or not a tip is necessary at the end of the job. We provide all the support and resources our plumbers need to thrive. Don’t let plumbing problems disrupt your life any longer. Experience the Plumbing Company difference today! Give us a call to schedule your appointment and discover why homeowners trust us for all their plumbing needs.”

While this ad may have sounded like it was geared to the customer, upon closer review, it’s actually a great example of marketing to candidates. The ad talks about the quality of the plumbing team as well as the training and benefits they receive. The overall message is all about what this plumbing company gives to their employees to make them shine for the customers.

As you can see, if you’re starting fresh and have a limited budget, you’ll get more bang for your buck by marketing to candidates. This approach will attract both job seekers and clients. By shifting your marketing plan to show your company culture and what it’s like to work there, you’ll attract better candidates and showcase what makes your company unique to potential customers.

Why Care About Recruitment Marketing in Addition to a Customer Persona?

You’re probably already very focused on marketing to your target customer. If you’re like many business leaders, you might be questioning the value of marketing to candidates in addition to that. However, it’s essential to recognize the link between customers and employees within a business. 

Even when employees don’t directly engage with customers, their work impacts the quality of products or services offered. Likewise, satisfied customers contribute to a positive brand reputation, which attracts potential employees who aspire to be part of a successful company. Even if they never directly interact, customers and employees are affected by each other.

Understanding both customer and candidate personas allows your company to build a cohesive strategy between these two critical aspects of operations, ultimately driving growth and sustainability.

Why Promote Recruiting Messaging to Clients?

Have you noticed that one fast food restaurant in your town that’s always hiring? Have you ever stopped to think about the reason the “Help Wanted” sign is always in the window? Maybe they don’t pay enough… Or the boss is demanding and unreasonable…

It’s important for clients to know you’re hiring for growth, not because of some “bad” reason. By positioning your recruiting efforts as a way to strengthen your team and improve quality of service, clients and job seekers alike are reassured that the company’s hiring is driven by growth, not a negative factor like high turnover or a toxic work culture.

By promoting your recruiting messaging to clients, they maintain trust that your company is headed toward even greater achievements. Transparent communication builds confidence in clients and candidates, showcasing your company’s commitment to maintaining excellence.

Ready to Amplify Your Employer Brand?

Marketing to candidates and clients requires a tailored approach to the distinct needs and expectations of each audience. 

By recognizing the unique dynamics at play, you can bridge the gap between customer-focused marketing and recruitment initiatives, fostering even better growth and success.

Are you ready to step up your game in the recruiting world? At Core Matters, we’re here to help you develop your employer brand so you’re marketing to candidates that will allow your business to grow and scale.