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"We are a fun company!" sounds great on LinkedIn. But then why is no one applying? Because many companies make a crucial mistake in their recruitment process.

The distinction between recruitment marketing and employer branding is still unclear to many HR teams. Yet the difference is crucial. If you only focus on "we are a fun company," then chances are you'll attract the wrong candidates – or worse, no one at all.

🎯 Broadcasting vs. Recruiting

A world of difference Employer branding is about your image as an employer. It's a long-term strategy: building a strong employer brand so people think: "That's where I want to work."

Think of:

✅ Atmospheric company videos

✅ Employee stories

✅ An inspiring careers site

But watch out: a strong brand doesn't automatically lead to applications. It's like a beautiful shop window without a salesperson – nice to look at, but no one walks in.

🎨 The pitfall of just 'being attractive' "If we are visible enough, applicants will come naturally." This thought costs companies precious time and budget. Why? Because employer branding is passive. You hope for attention but take no action.

Research shows: companies that only focus on employer branding see 40% fewer applications on average than companies that actively recruit.

🚀 Recruitment marketing

From passive to active With recruitment marketing, you take a strategic approach. You go to where your candidates are (TikTok, LinkedIn, WhatsApp) and actively guide them towards an application. It's like a salesperson saying: "This is what we have; this makes it perfect for you, shall we schedule a meeting?"

Essential elements: ✔ Targeted targeting: Find your audience where they are ✔ Proactive approach: Start the conversation yourself ✔ Conversion focus: Make applying simple

💡 The right mix makes the difference Successful employers combine both strategies. Take KLM: their strong employer brand (adventurous atmosphere, international career) strengthens their recruitment marketing (targeted campaigns for pilots with a 65% higher response).

🎯 From a nice story to measurable results

The solution? Stop just telling how fun you are. Start with:

• Targeted campaigns on relevant channels

• Personal approach to potential candidates

• Measurable goals and conversions

Because ultimately, you don't just want to be seen as a good employer – you want to get the right people on board. And for that, you need both: a strong story and a smart recruitment strategy.

Ready to take recruitment marketing seriously? Start today by reaching your ideal candidates – where they are.