If you’re deciding between partnering with an employer branding agency or a traditional brand agency, you should know that both play pivotal roles in shaping your company’s reputation, but in very different ways.
Branding is no longer just about catchy slogans and memorable logos. In today’s world, how you’re perceived by potential and existing employees is just as important as how you’re seen by consumers. If you’re deciding between partnering with an employer branding agency or a traditional brand agency—or even just thinking about bringing in extra employer branding forces—you should know that both play pivotal roles in shaping your company’s reputation, but in very different ways.
The Differences Between Employer Branding Agencies vs. Traditional Agencies: What Sets Them Apart?
Let’s look at it from a brand’s POV: you’ve put in the work to market your product to consumers—customers love what you’re selling.
But have you considered the employee side of it?
How do you retain your employees to continue operating at this effective level and make your company irresistible to top talent? That’s where your employer brand comes into play.
Employer agencies help you build a well-rounded, compelling brand that positions you as a top employer. The best talent wants to work with you, and your employees are satisfied and never want to leave.
Before even considering how to market your product, there needs to be a system in place to produce it. This cannot be done without the right talent. Without talent, there is no business (or product and services.) In comparison, Traditional agencies work on just marketing your product or service to your target audience, without factoring in the employee agenda.
Here are some of the key differences between the two agencies:
1. Focus: Internal Culture vs. External Marketing
Employer branding is all about the employee experience and internal culture. These agencies ensure that your workplace culture aligns with your external reputation. They explore what makes your company unique - your employer value proposition (EVP) - and help you showcase that to current and potential employees.
A traditional agency's focus is on external marketing and consumer engagement. They are experts at creating content and campaigns that captivate your target market, drive sales, and elevate brand awareness.
2. Audience: Who is the Target Audience?
An employer branding agency’s primary audience is your current and potential employees. These agencies craft strategies designed to attract, engage, and retain the best talent out there. They know that a strong workforce is your greatest competitive advantage.
What is the audience of a traditional agency? Your potential customers and the broader market. Traditional agencies create messaging that speaks directly to consumer needs in an effort to make your brand stand out.
3. Goal: Talent Attraction vs. Driving Sales
The main goal of employer branding agencies? To attract, engage, and retain top talent. These agencies ensure your company is seen as a desirable place to work, helping you build a loyal, motivated team.
On the flip side, a traditional agency’s goal is to drive sales and boost brand awareness. Their success is all about market share, sales figures, and how well they can elevate your brand in the eyes of consumers.
4. Approach: Inside-out vs. Outside-in
Employer branding agencies take an inside-out approach. They start with internal surveys and develop a strong EVP. This EVP becomes the backbone of how your company positions itself to prospective hires, ensuring authenticity and alignment with internal culture.
Traditional agencies focus on outside-in strategies like marketing campaigns and creative initiatives aimed at external audiences. Their work is all about capturing attention, driving engagement, and creating a brand that resonates in the marketplace.
Knowing the Difference Gives You Power
Understanding the difference between Employer Branding vs. Traditional Agencies isn’t just about knowing who does what—it’s about recognising how each can play a critical role in your overall brand strategy. Traditional agencies are your go-to for customer-facing campaigns that drive sales, while employer branding agencies make sure that your business remains relevant by maintaining its most powerful asset: the people element. Together, they create a brand that’s strong from the inside out.
Are You Ready to Strengthen Your Brand from the Inside Out?
At The Social Craft, we know that your brand’s secret weapon is your people. We’ve teamed up with global #thumbstopping brands to build, elevate and amplify their employer brand in the market.
Ready to craft a story or campaign that’s compelling, authentic, and uniquely yours? We’re here to help! Drop us a message <here.>
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