“Yep, It’s Made with Bits of Real Panther So You Know It’s Good.”

Many of us fall victim to perception versus reality, equating high cost with high quality. We cling to this belief as we ignore examples to the contrary, like an expensive Rib Eye that was tougher than expected, or a luxury car that left us stranded, or that “must have” designer handbag with the frayed edges after just six months. When expensive things go bad, we often brush it off instead of learning from the experience because hey, expensive still means quality, right?

When it comes to advertising, I’m going to let you in on a little secret. You don’t need to spend big money to create a great Employer Brand. I know this because I’ve been creating Employer Brands for more than 30 years, and I can honestly tell you that cost is not indicative of creativity, or authenticity for that matter.

If you’ve recently shopped Employer Brand development with a recruitment marketing agency or one of those new employer branding firms, usually from overseas, you may have noticed that the quotes can get up there, typically in the hundreds of thousands of dollars. Furthermore, many of those firms promote rigid processes that rely on multiple layers of qualitative and quantitative research, and they tell you that if you don’t follow this proven methodology, you are doomed to fail.

This one-size-fits-all creative approach is simply not true. Don’t get me wrong, if you insist on going cheap, your brand will be unoriginal or uninspiring at best. However, if you allocate a respectable budget (it’s less than you might think) for a creative team to do what they do best, and arm them with the necessary insight, a good ad agency will be able to produce an authentic Employer Brand at a reasonable price.

The truth is the success of your new Employer Brand relies on the creativity of your partner agency and the information you give them. That means we need you to share as much as you can about your goals, brand pillars, target audience personas, brand standards, and above all, your Unique Selling Proposition (we can only make up so much😊). This may sound like a lot, but here’s where it gets interesting.

It’s our experience that most of our clients already possess a large degree of this information and if you know the right questions to ask, you’re halfway there. That saves you money because most of the expense in Employer Brand development is tied to the amount of research required to fill in the blanks, and to hedge your bets you guessed right.

So, if you appreciate the finer things in life like Brian Fantana from “Anchorman,” but now don’t feel compelled to overspend on your new Employer Brand, increase your odds of success from 60% to 100%, every time with Buyer Advertising, for less than you might think.

Joel Glick
Managing Partner
Buyer Advertising

Buyer provides custom talent solutions that deliver the right candidates to you. We cultivate unique Employer Brands, and our industry-leading search engine optimized hiring platform, Buyer Talent Engine, empowers recruiters with a smarter way to attract, engage, analyze, and track candidates through the entire hiring process – backed by a team of industry leaders with a passion for customer service.