PROOF | change communication & employee alignment


Successful recruitment marketing & job branding

The most effective way for organisations to fill vacancies quickly is to “brand” specific jobs and focus on tactical recruitment marketing. To do this, you need to know who your recruitment targets are, where to find them, what they want and what they require. These are the foundations for fast and effective recruitment marketing.

Job branding is central to successful recruitment

Job branding, also known as job marketing, involves positioning a specific job in a way that makes it stand out among all the other companies and vacancies that are also trying to attract your target audience. Positioning a job and role as a kind of micro brand within your company or industry can be especially successful for small or specialist organisations that are competing against large organisations with powerful employer brands.

Recruit in line with your talent value proposition

Once you know all about your target audience, the next step is to develop a Talent Value Proposition (TVP). This is a translation of your overall Employee Value Proposition – the promise you make to a specific group of current and potential employees – to a specific target audience. The TVP sets out what drives your target group, the characteristics of your organisation and why your organisation is unique compared with your competitors. The TVP you make as an organisation must resonate with potential employees from the moment of first contact.

Know where your audience is

PROOF helps organisations map the touchpoints with their potential employees before they decide to apply for a specific job. With an effective recruitment marketing media strategy – and appealing content that shows your offer – organisations can quickly communicate specific job openings to their desired target groups.

Familiarity accelerates speed of action

One last thing: a strong tactical campaign will never be as effective as a strong tactical campaign that is embedded in a sustainable employer brand. Having a strong employer brand ensures that people are already familiar with the organisation as an employer. The benefit of this is that whenever new vacancies arise, or the organisations starts looking for specific new talent, it can focus on what it has to offer within that specific role, rather than having to tell the employer brand story as well.

Want to work together?

PROOF helps you develop effective recruitment marketing and job branding based on your organisation’s needs and requirements. We always deliver a tailored approach and we work closely with clients to get the best results.

Here are some examples of the support we offer:

  • Insights & stories: from developing a Talent Value Proposition to developing an employee love story tailored to specific target audiences.
  • Effective strategies: from developing a tactical recruitment approach (in co-creation with a recruitment marketing agency) to developing a job branding strategy.
  • Creative concepts & execution: from developing creative formats and recruitment activities to producing recruitment assets and content for the careers website.

Learn more about how we work?

Our 6 steps? Check out PROOF in 1 A4 (English version here | Dutch version here).


Eager to co-create with employees? Check out our Employee Journey Workshops – summer edition.

Veemarkt 135
1019 CC Amsterdam
The Netherlands

+31 20 521 39 80
46 New Broad Street
London, EC2M 1JH
United Kingdom
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