Job Description of an Employment Brand Manager

Companies are using their brands to attract job candidates. And they're assigning employment branding managers, or human resource recruiters, to the task. EBMs team up with marketing experts to promote an employer's image and values through social media, print and other communication formats. The idea is to sell an organization as an employer of choice to staff and prospective hires.

Brand Recruiting

Branding is the characteristics that give organizations identity, value and distinction from their competitors. Visible characteristics are logos, ads, product tags, emails, blogs, banners and avatars, and the designs, colors, typefaces and photos they contain. Intangible characteristics are values and missions for which organizations want to be known. A brand also includes an organization's "voice,'" or communication style. Employment branding focuses on aligning current staff and future hires with the brand. EBMs partner with marketers to pitch the brand to employees and promote it as a recruiting strategy.

General Requirements

The ideal EBM candidate has recruiting and marketing expertise, and extensive knowledge of social media. The candidate also must have a strong understanding of branding to be able to sell the company as an employer of choice to prospective hires. This person must be creative and well-organized and able to establish social media and print- and web-based recruiting campaigns under short deadlines. The candidate also must have an enthusiastic attitude, work well on teams and be able to adapt quickly to a fast-moving environment.

Primary Duties

The EBM oversees all the company's employment branding strategies. The person also plans, establishes and oversees the company's social media presence on Twitter, Facebook, LinkedIn, YouTube and blogging websites. Additional duties include setting up and managing an online marketing program to promote job openings and career opportunities at the company. The EBM is charged with expanding the company's online presence on different employment sites, developing creative ways to draw prospective employees to the company's website and identifying new recruitment opportunities through social media.

Secondary Duties

The EBM works under the lead of the vice president of human resources and the marketing director to set, monitor and review social media standards and ensure that marketing and recruiting goals are aligned. The EBM writes creative, persuasive copy for various social media platforms. Additional duties include planning and overseeing the production of all printed recruiting materials, including brochures, fliers, signage, slides and ads. The EBM also develops and manages recruitment campaigns using a variety of media, such as radio, print, billboards, websites, direct mail and social media.

Qualifications for EBMs

A bachelor's degree in HR, marketing, advertising or related fields is required. Candidates should have three to five years of experience in recruiting, emarketing or social media promotions. Strong project management skills and Microsoft Office mastery are essential. Ideal candidates have experience managing website content and working with Google analytics.


Photo Credits

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