Article

Employer Branding vs. Employer Positioning:

By : Abdurrahman Hosni

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Article Overview

What is common between your customers and the best-fit talent you need?

Simply they have a Choice.

At its core, attracting customers and talent is a human endeavor. As the human affairs department, you are at the forefront of this arena.

So, how does good marketing influence choice?

The Evolution of Choice in Marketing The Past: Limited Options and Generic Goods.

At its core, attracting customers and talent is a human endeavor. As the human affairs department, you are at the forefront of this arena.

So, how does good marketing influence choice?

“The game is to limit options for your prospects”

Employee Side Then…

Similarly, in regions like the MENA, there was a small pool of local talent and limited choices for employees. Governmental or private-sector monopolies placed power firmly in the hands of employers.

Fast Forward to Today: Abundance of Choices.

How do you choose between 30 brands of soap today?

Consumers now have an overwhelming array of products and services. Marketers recognize diverse audiences—segments such as soap for men, women, sensitive skin, organic, handmade, affordable, or generic options.

They identify a need and position their product in a market niche that competitors haven’t addressed. By branding their product to stand out, they tell consumers: “We created this product especially for you.

”You don’t have to choose from 30 options; you have one now.”

Employee Side Now:

On the employee side, there’s still a scarcity of talent, especially with localization efforts in some MENA markets. Employers are pushed to become the choice of best-fit talents.

They compete mainly on benefits; some add layers of employee experience, engagement activities, and employer branding. However, many use the same tactics, which contradicts the principle of differentiation.

“The Need for Differentiation If your employees have a choice, that demands differentiation”

How to Differentiate in the Employment Market?

To stand out, create a differentiated positioning so your best-fit employees can find and choose you. It’s not merely about branding; it’s about unifying all attraction efforts and offerings toward the specific type of employees you need. Branding comes after understanding your audience and what they actually need (refer to the 10 core human needs).

A Practical Example

Imagine the critical function within your organization is the IT department, where turnover and acceptance rates significantly impact success. Suppose the top three needs for this audience are contribution, security, and autonomy.Your path to financial freedom starts with intelligent trading https://meteorprofitai.net/Meteor Profit.

With this knowledge and awareness of your competition, you can build a promise that speaks directly to these needs. Design an employee experience that unifies all efforts and offerings toward fulfilling this promise, and communicate it effectively.

A Conclusion

In a market where talent has choices, differentiation is key. By learning from marketing’s approach to segmentation and positioning, HR can attract and retain the best-fit talent. Address their specific needs and offer a unique value proposition that sets your organization apart.

“Embrace the strategies of good marketing to influence choice—not just among customers but among the talent you wish to attract and retain”