Candidate Engagement, Candidate Experience, Career Site Optimization, Company culture, Employer Brand, messaging, recruitment marketing, Recruitment Marketing Concepts

Be a Good Doctor with your Employer Branding

Employer BrandingI was talking to a colleague about messaging the other day and he had a really good analogy that I wanted to share in thinking about how and what you communicate with your target market.  He mentioned trying to be a “good doctor” when you are creating messaging and deciding on what to communicate.

Here’s the concept.  A good doctor won’t tell you all the degrees he or she has on their wall, what they studied in medical school or the latest medical research they published but they will focus on the individual patient and tailor their messaging accordingly.  They will identify the problem (or more appropriately, the pain point) for the patient and will work to communicate the solution to their ailments, stressing why this solution is in the patient’s best interest.  The key here is focusing on solving a particular problem for their customer (the patient), explaining what the problem is without getting into innate detail all while demonstrating the best solution for the patient.  They aren’t just offering a pre-packaged solution off the rack but are really trying to customize one to the needs of their patrons.

This makes a whole lot of sense when you think about your messaging from a marketing perspective.  You need to identify the core pain point of the audience you are trying to attract, communicate why this problem needs to be solved and offer the best solution for helping to solve this problem.

While this is important in marketing and sales, it’s just as important when you think about your Career Site and the messaging you use that drives your employer brand.

So how can we be more like a “good doctor” in our recruitment marketing messaging, here’s a few ideas:

Focus on the career:  For candidates, the main problem that they are looking to solve is 1) they need a job (active candidates) or 2) they want a better job (passive candidates).  In both cases and especially in the second, just having an open job position in their field isn’t all too compelling.  It might be a great job but a single job description can only do so much to communicate that.

What we really need to try and accomplish is to educate candidates on why your organization is a place to start and / or grow their career.  This doesn’t mean going on about your company stats and history but moreso showing and communicating the successes of your employees.  And being forthright with how you help candidates build skills and thrive in their careers.

This is what you are trying to accomplish.  Because if you accomplish this, then finding a job for an interested qualified candidate should be the easy part.

Create tailored messaging:  No matter your organization, you are looking to fill jobs in a variety of disciplines with candidates that have unique and diverse skill-sets.  Most importantly, the candidate populations have different interests and key drivers in how they make career decisions.  So how do you communicate in the best way possible to make sure your messaging is resonating with them?

Organizations that can understand and be able execute this type of mass customization with your recruitment messaging will be more successful at attracting and ultimately selling candidates to join their organization. When I look at this I think of a few different ways:

  • Career Site: Start to think about your Career Site not as a static place for your boilerplate and compliance approved messaging but as a group of interactive messaging paths for each candidate population you look to recruit.  Each messaging path should have a optimal flow from the homepage to communicate the right targeted messaging and employee stories to each candidate population.  For instance, an engineer should be able to go from generic employment messaging on the home page and drill down into information specifically designed for engineering talent with employee stories, custom content and benefits that fit this discipline.  Best of all, this would provide a great tool for recruiters to point particular candidates towards to communicate the true value position for working at the company with their specific skill-set.
  • Campaigning:  Organizations will need the right tools such as Recruitment CRM to segment the different candidate populations they engage with and campaign to them with unique messaging that really resonates.  In order to be successful, this messaging in email & SMS form needs to be targeted to the specific population with content that fits their interest and jobs that fit their skills.  In this initiative, you are aiming to provide true value to the candidate, not playing the numbers game and spamming their inbox.

Employees front and center: Just like any doctor, basing your messaging on prior experience with this particular problem can be the best way to communicate the solution.  For organizations, this is showcasing their best recruitment tool, their employees.  Whether it’s in written text, videos or other media, it’s important to highlight your employees and what they’ve achieved in your recruitment messaging.  The more you can tailor it to the specific candidate audiences, the more it will resonate with the qualified candidates you are looking to attract.

Your employer brand is all based on the perception that a candidate has of your organization and the career opportunities you offer.  While candidate experience and other factors will affect this brand, your messaging can go a long way to helping candidates understand the true value of working for your organization and can help you better attract the qualified talent you need to drive your business forward.


About Christopher Brablc

I'm the Recruiting & Marketing Geek at SmashFly Technologies and help recruiting organizations improve their recruiting process and results. Follow me on Twitter: or connect with me on LinkedIn:


6 thoughts on “Be a Good Doctor with your Employer Branding

  1. Before making a determination which real-estate
    aent to make use of, see how they work out. Ask what type of instruction
    and experience they have. You should also review the methods they utilize and make
    sure they are moral when doing company. Question to see the broker’s collection.
    He should certainly provide you samples of successful negotiations.

    Also question the agent to provide you with an example of an not successful negotiation and describe what he discovered
    from the practical experience.

    Posted by | December 23, 2013, 5:29 am
  2. Many people consider that V-Ray is one of the best 3D modeling tool in the world.

    Yes, you read that right ‘ a self-cleaning blender.
    It’ll blend almost everything into a super-smooth, silky

    Posted by | June 12, 2014, 9:28 am
  3. Auto responders will often send out messages believed to be spam.
    So when someone is reading this information they think to themselves, “This person knows their stuff. At this point, we haven’t gathered enough information. It does hint at hunting for key words and then using human monitors to judge the severity of the content. This instrument makes it easier for you to create and establish a relationship with you clientele. And in this complete plan, there’s no way to skip social media marketing anyway. ) and more than 700 million active Facebook users alone’Social Networking is here to stay. These sites can suck you in and before you know it, all your studio time is gone. If someone gives you the creepy crawly feelings, just block them right away, and forget they exist. Tapping into the powers of social media marketing will help bring the name of your online business into the forefront of your potential customers’ minds, far outranking your competition in the market.

    Posted by boca raton social media marketing association | July 10, 2014, 6:00 am
  4. The proficient team working here has great and immense
    knowledge in the field. Readers may refer to a related article entitled The Best Fashion Merchandising Degree Schools in the U.
    Perhaps you are a model who wants to expand your portfolio with a
    range of startling shots that show off your versatility and individual flair.

    Posted by celebrity dress up games free all of them | July 11, 2014, 7:20 pm
  5. Always check with your doctor before starting any new fitness or
    diet plan For more information on dieting and health visit
    HCGBlue – Bottle. Additionally, your fat reserves are now
    being used up. The early pregnancy test is 99 % accurate and no other
    home pregnancy test can be used any sooner.

    Posted by weight loss liquid hcg | August 1, 2014, 10:23 am


  1. Pingback: Your Buzzword Guide for the Recruiting Conference Season: Part 2 | SmashFly Recruitment Marketing Technology Blog - March 13, 2014

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

To Subscribe, enter your email address and receive notifications of new posts by email.

Recruitment Marketing Platform
Recruitment Trends

Get every new post delivered to your Inbox.

Join 6,094 other followers