Employer branding – Four interesting findings

Published on 24-03-2017

Employer branding plays an increasingly important role in recruitment strategies. From small start ups to multinationals, they all find themselves competing for exceptional talent. Future employees also have growing expectations, especially in terms of an attractive corporate culture and added benefits. Employer branding is a must to find and recruit the best talent.

Recruiting Trends Report 2017: Nearly half of the businesses (48%) worldwide are planning to invest more in employer branding in the upcoming year
Many companies have realised that in an ever increasing competitive labour market it is important to put more focus on their employer brand to improve and strengthen their image as an attractive employer. One of the most important elements of a successful employer branding strategy is the ability to match talented future employees with the company’s culture. That’s why companies should develop a talent acquisition strategy that concentrates on both experience and cultural fit. The trend report, published by recruitment platform Entelo, states that one in two applicants don’t have the required experience let alone possess the qualities to be a successful match for the employer.

U.S. Site Survey 2016: 69% of job seekers are more likely apply for a job with an employer who is actively trying to improve their employer brand
A strong employer brand does not only attract high quality applicants, it also influences their aspirations and attitude. A convincing employer brand will inspire job seekers and motivate them to apply for the right reasons. Active employer brand management should focus on defining and communicating a true reflection of the brand identity taking into consideration company branding strategies.

For 75% of the employees a job is about more than just being able to pay bills
A decent wage is not the only important aspect of a job for most employees. The company’s mission and vision as well as the corporate culture are becoming more relevant to employees as they look for their employer to not only focus on their performance but also their needs and attitudes. Researcher Gallup found that 83% of participants are seeking a deeper meaning in the work they are doing. It is important to clearly define corporate culture and core values to enable both employees and applicants to identify with the company and decide whether it matches their personality and personal values.

Deloitte Global Human Capital Trends Study 2016: 82% of the participants believe a strong corporate culture is a major advantage in a competitive market
Knowing your own corporate culture and identity is another challenge.  The study shows that it is crucial for a strong employer brand to successfully integrate the corporate culture and identity into the employer brand strategy. A study by leading American research firm Bersin found however that only 28% of participants understand their company’s culture and 19% actually thought the defined culture was the real one. A well-developed thought out employer brand strategy which has the corporate culture at its core can solve this problem. Internal research, for example surveys, focus groups and interviews, will result in relevant and authentic information about the corporate culture.

Other studies show that employees are more satisfied when:
1. There is a mutual trust between employer and employees
2. Employees can be proud of their work
3. There is a good atmosphere and positive internal relationships

Strong employer brands are based on daily experiences by employees. Trust, pride and job satisfaction are central to a lasting relationship and promising future.

This blog post is translated from “4 Employer Branding Fakten, die ihr nicht ignorieren solltet“.

Recommended articles