In the digital sector, the branding strategy of casting a wide net to attract talent has been increasingly facilitated by online employment platforms and algorithmic tools, and has been pushed by some information technology partners. However, this far-reaching and impersonal approach sometimes falls short in securing the most suitable candidates as it ignores the importance of aligning the interests, values, and passions of potential employees with the company. 

A more targeted and personalized branding approach is not only more effective in attracting more desirable candidates, but can bolster a business’s employee retention strategies. By focusing on the specific needs of the company, skills of the employee, and offering opportunities for upskilling and reskilling, employers can better engage prospective employees, fostering a skilled workforce that is committed to the company’s long-term goals.

Some of the key differences between a far-reaching impersonal branding strategy and a more targeted personal approach, often advocated for by top-of-the-line information technology partner consulting firms, warrant a closer examination to understand their impact on attracting and retaining talent.

Impersonal vs. Personal Branding – Key Differences

Online Presence

Impersonal: A company that emphasizes reach puts more focus on sponsored content that aims to maximize exposure, sometimes at the cost of their employee retention strategies and finding good personality matches. With this wide-net approach, a firm might be forced to rely on broader metrics that don’t account for individual employee engagement and developmental opportunities like upskilling and reskilling.

Personal: A more personalized approach would tailor one’s online efforts to target a smaller but more pertinent audience. This could be accomplished by searching for and actively reaching out to potential employees on social media. 

Value Messaging

Impersonal: Companies may use generic messaging that could apply to any company — for instance, “We value teamwork and innovation!” 

Personal: A personalized approach that can play into a firm’s employee retention strategy might use more specific language and stories reflecting the firm’s unique culture, as well as showcasing specific career paths and opportunities for growth, such as upskilling and reskilling programs, that display investment in their employees.

Platform Choices

Impersonal: General job advertisements might be posted on many large job boards and media platforms without tailoring the content to specific candidate profiles. 

Personal: A more targeted approach would likely be more scrupulous in getting help from information technology partners to find and post on niche job boards, professional networks, and platforms where the desired candidates are likely to be found. This approach reinforces a firm’s employee retention strategy as it’s more likely to find employees with a genuine interest in what they’d do at — and for — the company. This is as important as finding those with pertinent skills, as some lack of experience can be supplemented with upskilling and reskilling programs.

What’s Offered

Impersonal: An impersonal approach usually tries to attract employees through the simple strategy of advertising salary and benefits offered at the firm. 

Personal: For a personalized approach, a firm should highlight its culture and unique offers that serve as employee retention strategies, showing why prospective employees might want to work at the firm beyond the salary and benefits such as upskilling and reskilling opportunities.

This personal approach to talent acquisition, while demanding a more hands-on strategy and research, proves invaluable for securing exceptional employees poised for long-term engagement and fulfillment in their roles. 

Whether done on one’s own or with the help of an information technology partner, a dedicated investment in more nuanced branding helps attract talent and cultivate a committed workforce.