We are looking to restructure our marketing team (B2B IT services) and one of the questions I have is: how does recruitment marketing / employer branding fit into the marketing team?
Over the last year EB and RM have become increasingly larger parts of our team’s work, but it’s not part of the marketing commercial targets (just helping recruitment meet their targets). Are they completely separate in your company? Or part of the team and if so how?

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This is such an awesome opportunity to infuse the brand into the organization. And if you think of the impact of employee retention and satisfaction on customer retention and satisfaction, you can trace the line between your support and your impact as an HR partner.

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My first question to your scenario is Does your leadership recognize the value of EB/RM? If yes, what kind of resources are they willing to mobilize? This should answer whether there’s enough to staff a separate team or just allocate some effort within the existing team. For example, at my company, albeit a huge MNC, the value is clearly recognized and there is a specific, separate, well staffed department for all ‘corporate marketing’. If they don’t value it, and having a department responsible for an activity on which they aren’t incentivized to perform makes me think yours may lean this way, I’d perhaps consider the bandwidth and incentivized priorities of my team

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Thank you! Those are excellent questions, and I think the first question is indeed: how much value will our company (be willing to) place on these departments. Then we can also discuss the goals / targets the team will contribute to and how to measure them.

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