The Story-Driven Business podcast with Susanna Rantanen

Best careers sites convince and convert your company's ideal passive and active job seekers. What you put on your careers page and in which order has everything to do with whether the career site visitor stays or leaves. Most companies that care about their website tend to care too much about the website design at the cost of delivering the intended messages through copytext and visuals. Having a...

Executing an employer branding strategy means turning your strategic plan into weekly employer brand marketing and communications actions and activities. Using workflows and creating weekly routines helps make your work more efficient and effective. In this episode of the Building a Modern Employer Brand podcast, I share eight important DOs and DONTs of executing an employer branding strategy. Do...

Developing employer image during the talent acquisition process can be the perfect solution for those organisations where actual employer branding is not an option. In this episode of the Building a Modern Employer Brand podcast, I'll share how you can develop your employer image during talent acquisition through better application of communication and marketing. This will grow your employer aware...

What happens once your employer branding strategy is ready? What are the next steps that need to be taken? It would be easy to think we'll just start employer brand marketing, but there is a very important phase you can't ignore because it requires time, money and skills. In other words, allocating resources, organizing time and ensuring these tasks get done before you "start posting". This phase...

Are you interested in taking your employer branding activities on a strategic level? Wonderful! Because this week on the Building a Modern Employer Brand podcast, Susanna talks about what is an employer branding strategy and when do you need one. In this episode: 👉 What is an employer branding strategy? 👉 Why and when do you need an employer branding strategy? 👉 Is there a difference between a...

Why should you be rethinking employer branding and what does modern employer branding mean? Well, I'm telling you in this episode! 💡 What two things rethinking employer branding means? 💡 What exactly is modern employer branding? 💡 5 key differences between recruitment campaigns and modern employer branding 💡 How do you rethink and build a modern employer brand? ⏱ 17:15 min Did you know you can...

In this episode of the Building a Modern Employer Brand podcast, I talk about why it is important to stop treating employer branding as a recruitment campaign and what you'll miss out on if you do. ⏱ 28:33 min Do you like to return to a written version of this audio and check out something that made you wonder while you listened? You'll find that now on my podcast website by following the link bel...

This week's episode of the Building a Modern Employer Brand podcast is dedicated to HR directors and HR managers who understand the importance of employer branding, but feel somewhat uncomfortable and unsure about taking the ownership of employer branding. The original definition for employer branding was coined back in 1996 and that declamation stated employer branding as a management framework f...

Email marketing is one of the most powerful forms of marketing but is seldom used in any areas of talent marketing. In this episode of the Building a Modern Employer Brand podcast, I talk about what email marketing is and how it fits your employer branding strategy because it's time to look outside the box and see what else we have apart from social media marketing where posting links no longer wo...

In this episode of the Building a Modern Employer Brand podcast, I share with you the latest key findings and news about social media marketing trends because there are some significant changes happening right in front of our eyes. The findings I share in this episode will force us to rethink how we make continue to make the most of social media as it is still the only media aside from our own car...

Should your business marketing be the employer branding expert? I think that's a fair question to ask. And the answer is: no, they should not be expected to be an expert in employer branding unless they have years of hands-on experience in employer branding. In this episode of the Building a Modern Employer Brand podcast I talk about why your business marketing colleagues are unlikely to be the ex...

We typically group and profile our talent audiences based on roles, job requirements, education and years of experience. This is called demographic segmentation. While demographic segmentation works well in recruiting, it fails in employer branding because employer branding is not about promoting your career opportunities and roles. Employer branding is about positioning your organization as a spe...

Companies who direct employer branding activities into recruitment campaigns miss on the real power of employer branding. Recruitment is the final stage in the candidate's journey. The decision making doesn't take place at this phase. It took place long before the applications are being sent. The more experienced your target talent needs to be, the more likely they have made the decisions about th...

Implementing story messages in your talent marketing will significantly increase the impact of your message. What you need is a simple formula for copywriting a story message. This week in the Building a Modern Employer Brand podcast, I talk about crafting your talent marketing messages in a way that will win attention and influence your audience in the ways you intended. 🔗 https://bit.ly/37IZWRH...

In this episode of the Building a Modern Employer Brand podcast, Susanna explains why stories work so well in talent marketing. Check out the blog post for this episode in which Susanna continues with the topic. 🔗 https://bit.ly/34C6K2n ⏱ 32:10 min In this episode: 💡 Understanding why exactly drives people to change jobs or buy products & services from businesses. 💡 4 key reasons why stories wo...

Stories are the only form of communication that uses the entire, whole brain. There is no other form of communication more effective in getting the message across and impacting the behaviour of the recipient than a story. That's why storytelling marketing can be the most effective way to get your message across and get your audience to act on it. In this episode of the Building a Modern Employer B...

"When you want a person to send an application to your vacancy, you let them know you have a vacancy to apply for. When you want a person to become aware of who you are as an employer, you talk about what kind of an employer you really are. And when you want a person to choose you as their preferred place to work, you have got to talk about how becoming their ideal place to work is going to transf...

Developing the employer image (the first phase in employer branding) is hugely popular these days as you very well know. But have you ever stopped to think about what prevents your organization from achieving the kind of employer image your business needs? Or maybe you're not really sure what exactly is the employer image your organization needs to achieve? In this episode of the Building a Modern...

Who is responsible for employer branding? Who owns employer branding? Who gets to decide how the employer brand budget will be spent? Where should employer branding reside? Is it HR? Marketing? Communications? Talent Acquisition? In this episode of the Building a Modern Employer Brand -podcast, we'll tackle the debate on who owns employer branding and decides how the employer brand budget is being...

In this episode of the Building a Modern Employer Brand -podcast, you'll learn how recruitment marketing and employer branding have very different goals. After this episode, you are able to explain to your boss why you need to rethink employer branding to get much more value out of both: your recruitment campaigns and your employer branding activities. 🔗 https://bit.ly/3LfVSYH ⏱ 26:27 min *******...

Employer brand marketing has reached most corners of the world. As this has happened, you probably have paid attention to several buzz words being used in this context, have you? In this episode of the Building a Modern Employer Brand -podcast, I'll uncover the main employer brand marketing buzz words for you. ⏱ 29:13 min In this episode: 💡 What do the buzz words employer image, employer brand pe...

Listen, if you are feeling confused about all this talent marketing talk, how social media should be used, what is the difference between promotions, campaigns, videos, podcasts, doing this and that and the other to get more applications, I feel for you. I can empathize with your situation. We have so many opportunities and options these days to market our jobs and develop our employer image that...

What if you are unemployer branding when you thought you were employer branding? What if what you are doing or planning to do results in the exact opposite you meant to achieve? Regardless of the size of the company or the operating industry, even the market, most employers paraphrase themselves almost identically when it comes to employer branding. The problem is, using the same keywords, tagline...

Social media has become an integral part of our daily lives as consumers and talent marketers. And more so as consumers. I mean, who doesn't wake up and check their favourite social media notifications the first thing in the morning? What this means to you as a talent marketer, you need to make social media your daily or a few times a week routine as well. WE, myself included simply need to be con...

Your company culture is the DNA of your employer brand because your culture has all the ingredients you need for building a magnetic and distinctive employer brand. In this episode of the Building a Modern Employer Brand podcast, Susanna explains why your employer brand needs to be built on your organizational culture. Otherwise, you may risk achieving employer brand at all. ⏱ 32:55 min Check out...