The Story-Driven Business podcast with Susanna Rantanen

Your employer brand is not your EVP. Most likely your employer branding isn't really employer branding either. In this episode of the Building a Modern Employer brand podcast, we will be visiting beyond the surface of what employer brand really means. "Building a brand is becoming known for something specific and distinctive below the surface." In this episode: 💡 Why your EVP exercise isn't emplo...

What results can you expect from an organic recruitment marketing campaign on Instagram? That of course depends on the size of your audience, how well your audience matches with your hiring profile and how you use Instagram as a recruitment marketing platform – organically. In this episode of the Building a Modern Employer Brand podcast I share our organic Instagram recruitment marketing campaign...

Are you looking for organic recruitment marketing campaign ideas for Instagram or other social media? We recently used Instagram and LinkedIn organically as marketing platforms for our own recruitment purposes here in Finland. In this episode of the Building a Modern Employer Brand podcast I share with your how we planned the campaign, what features we used and what goals and objectives we chose....

Can Maslow's Hierarchy of Needs help us in talent communication? Can this theory help us to recognize relevant motivators and improve the effectiveness of our talent communication? I believe so. In this episode of the Building a Modern Employer Brand -podcast, I talk about how I use Maslow's Hierarchy of Needs as a framework for matching talent motivators with employer branding and other talent ma...

The Fun at Work type of company culture is the most common direction when organizations start developing their company cultures. However, it isn't ideal at all for fast scaling and growing organizations. In fact, I think growth companies are better off ditching the Fun at Work direction altogether! In this episode of the Building a Modern Employer Brand podcast, I'm talking about what is the Fun a...

Over the past year or so Instagram has released a lot of new features. Some of the features are really excellent for talent marketing, and specifically for organic recruitment marketing and employer branding. In this episode of the Building a Modern Employer Brand -podcast, I'll share with you some of the latest Instagram updates and changes I saw relevant for the purpose of talent marketing. ⏱ 16...

In this episode of the Building a Modern Employer Brand -podcast, I explain what employer brand affinity means and why it needs to be your primary focus as an employer branding practitioner.  ⏱ 18:19 min The complimentary blog post about this topic is available on the Modern Employer Brand Blog: 🔗 https://bit.ly/3ng1icf *************** 📩 Subscribe to the Weekly Podcast Email and stop missing out...

Communications and marketing are our primary tactics when we talk about building the modern employer brand. But what is the difference between communications and marketing? And how does advertising, campaigns and promotions fit into this context? In this episode of the Building a Modern Employer Brand podcast I am talking about the key differences between marketing and communications in the contex...

Persuasive communication is informing, encouraging, and convincing to get across a specific point of view. In talent marketing and communication, we must be persuasive all the time. Otherwise, our messages fail to influence and impact. When you learn to persuade others well, they take your word for it. In this week's episode of the Building a Modern Employer Brand podcast, I talk about persuasive...

As employer branding has become such a trending activity, more and more of you out there are eager to develop your skills and understanding of this magnificent topic! However, as long as the majority of employer branding activities look like random marketing activities around recruitment campaigns and less like the ideal strategic long term plans with consistent execution, your boss might have dif...

For the past few episodes I have been focusing on how to work with talent target audiences in talent marketing, and especially in modern employer branding. Making decisions about your talent target audiences continues to be one of the most common struggles in talent marketing when you start to working with it in a more strategic manner. Everything begins with your target audiences. In marketing, i...

Choosing target audiences for employer branding doesn't follow the same logic as targeting your audience for recruiting. In this episode of the Building a Modern Employer Brand podcast I share with you what are the two most common mistakes employer branding practitioners tend to do when making decisions about their employer branding target audiences. Knowing what these greatest pitfalls help you t...

One of the first questions we get from our clients when we start to plan their Magnetic Employer Branding strategy is who exactly should we choose as our target audiences. It has got to be also one of the most difficult areas to wrap our heads around. Why? Because when we think about our target audiences in this context, we think about the people we need to hire and reference to their roles or pos...

There is no skill more important in employer branding and other talent marketing than knowing how to communicate your key message. If you fail to get your message right, you will confuse and lose your audience. Simple as that. Every professional communicator knows this and consistently polishes the three characteristics that make them a great communicator. In this episode of the Building a Modern...

In this episode, I introduce the 6th and final key role in the modern employer branding team: The creative employer brand content producer's role. 💡 What is creative employer brand content and why does it need a producer? 💡 What does the creative employer brand content producer do in this team? 💡 What skills and experiences are required for success in this role? 💡 What to focus on when develop...

I recently took a LinkedIn course thought by LinkedIn trainer Michaela Alexis and offered by Social Media Examiner. Some of the tips were so interesting I converted those into the employer branding context and share them with you in this episode of the Building a Modern Employer Brand podcast. In this episode: 💡 Optimizing the company page for employer branding. 💡 Ideas what to post on your Link...

Content and social media marketing have taken day-to-day marketing over by storm. Open any of the apps you are likely to use the most frequently on your mobile device and that app is likely to have something to do with content that you search for, browse through, engage with and share forward, or just consume. Content saturation is both an opportunity, but also a threat for business marketing like...

"I'm into endurance sport and that's why employer branding appeals to me as well", says Laura is a long-time follower and calls herself my fangirl. And she could not say it better! The thing with endurance sports is to build that endurance in order to succeed in that sport. You start to study and learn what else you can do before you just put your kit on and practise the sport. That's becoming str...

In this episode of the Building a Modern Employer Brand -podcast, I'm going to share a really important tip to people like you who want to level up with employer branding. We're going to talk about why becoming strategic is the answer. This episode is part 1 and I'll continue with this topic next week in the episode 78. 💡 Your need for a more systematic approach in employer branding is called str...

Are you feeling unsure of what building a modern employer brand looks like day-to-day? ❓ What tasks it might include? ❓ What skills do you need for it? ❓ How much time it might take? ❓ What tools you might need? In this episode of the Building a Modern Employer Brand -podcast I share how I build a modern employer brand day-to-day. How I work to plan my content, how I prepare my content and pos...

This has got to be my personal favourite out of all the 6 modern talent marketing team roles. Communication and messaging are in such a central role in pretty much everything we do together, with and for other people. In this episode of the Building a Modern Employer Brand -podcast, I introduce the role of the Talent Communication and PR Specialist. While all of us can put letters and words togeth...

Many people like you working in employer branding are struggling due to the lack of adequate resources and a decent budget to get help. But how do you convince your boss to give you a budget and how much money do you actually need, let's say per annum? In this podcast episode and blog post compilation, I'll share with you my tips for how to get that budget and why your strategic employer branding...

Modern employer branding uses digital marketing to build awareness, grow affinity and drive the target audience towards the employer branding goals of the organization. To understand how it all works and optimize the value for the company, this works needs digital marketing and data analysis acumen. In this episode of the Building a Modern Employer Brand -podcast, I'll introduce the third role in...

Does your company use Instagram for employer branding? Or maybe you have tried but ended up getting very little value out of Instagram? Instagram can be an extremely good social media for employer branding especially, but you can also use it successfully as your platform to engage and help your job applicants in your recruitment processes. If you have used Instagram only for occasional job adverti...

Companies hiring a lot dream about their own talent pool. The kind of a pool where you can just reach out to a qualified, great talent whenever you have a hiring need. And these talents are ready to jobs with you. This will save up the company's time and not to mention money. A beautiful dream, isn't it? It doesn't have to be a dream, it can become a reality. But if you want something truly valuab...