Originally published on January 08, 2022. Updated on April 01, 2023.
In case you missed it, employer branding is becoming more and more important. So what does that mean for your business? Well, if you want to stay ahead of the curve, it’s time to start thinking about your employer branding strategy. Not sure where to start? Don’t worry – we’ve got you covered. In this blog post, we will delve into what employer branding is, why it’s important, the key statistics surrounding it, the process of developing an employer brand strategy, and how it impacts recruitment. And trust us – there are some pretty eye-opening numbers out there! So read on and learn everything you need to know about the future of employer branding. You won’t regret it!
Understanding Employer Branding
Employer branding refers to the process of creating and promoting a company’s image and reputation as an employer. It involves communicating the company’s values, culture, and mission to potential and current employees. An employer brand is a perception that people have of a company as a place to work. It is the company’s competitive advantage in the labor market.
Key Statistics on Employer Branding
- Employer branding is considered a major priority by 86 percent of organizations in 2022, a 15-point increase from 2021. (Universum)
- Glassdoor is used by almost half of all job seekers to conduct research on a variety of topics, including studies, pay information, benefits, and interview questions. (Glassdoor)
- 71% of people who apply for jobs say they’ve looked at review sites before, and 58% say a bad review has stopped them from applying for a role. (Seenit)
- 70% of employees say that a company is more attractive if it has clear plans for diversity and inclusion and social responsibility. (Seenit)
- 49% of individuals said they search out a company’s video content prior to applying for a position to get a sense of the culture, leadership, and day-to-day life. (Seenit)
- 44% of the C-suite searches for videos to learn what the culture is like for non-management employees. 32% of Directors do the same. (Seenit)
- Before applying for a job, 91 percent of job seekers use some sort of research tool to learn more about an employer’s brand (Seenit)
- 69 percent of candidates are more likely to apply to a company if the employer brand is actively managed (Seenit)
- 41% of companies plan to use employee recognition programs to boost their employer brand (People Scout)
- An increase in social media usage is part of the plan to improve employer brand for 27% of companies (People Scout)
- 47% of businesses anticipate increased investment in their employer brands, down from 74% in 2020 (People Scout)
- Employer branding strategies will change for 74 percent of companies to incorporate diversity and inclusion as a critical component of the message (People Scout)
- 80% of companies have an employer brand. But only 54% say their employer brand is well-known (HR.com)
- 17% of businesses report that they lack an employer brand but are developing or considering one (HR.com)
- The top three barriers to a successful employer brand creation are: a lack of dedicated personnel (36 percent), a lack of time (31 percent ), and leadership’s lack of interest (30 percent ) (HR.com)
- 56% of businesses assess the strength of their employer brand (HR.com)
The Employer Branding Process
The employer branding process involves several steps:
- Research: Conduct research to understand your current employer brand perception and identify areas for improvement.
- Define your employer brand: Define your company’s values, culture, and mission and communicate them to potential and current employees.
- Develop an employer branding strategy: Develop a strategy for promoting your employer brand to your target audience.
- Implement your employer branding strategy: Implement your strategy across various channels, such as your company website, social media, and job postings.
- Measure your success: Measure the success of your employer branding efforts using metrics such as employee engagement, retention rates, and cost per hire.
Building Your Employer Brand Strategy
To build an effective employer branding strategy, you need to:
- Identify your target audience: Identify the type of employees you want to attract and what they value in an employer.
- Define your employer value proposition (EVP): Define what you offer to employees that sets you apart from your competitors.
- Develop your messaging: Develop messaging that communicates your EVP and resonates with your target audience.
- Use a variety of channels: Use a variety of channels to promote your employer brand, such as your company website, social media, and job postings.
- Engage your employees: Engage your employees in promoting your employer brand by encouraging them to share their experiences on social media and review sites.
Measuring the Success of Your Employer Branding Efforts
To measure the success of your employer branding efforts, you can use metrics such as:
- Employee engagement: Measure your employees’ level of engagement using surveys and feedback tools.
- Retention rates: Measure your retention rates to see if your employer branding efforts are helping you retain your current employees.
- Cost per hire: Measure your cost per hire to see if your employer branding efforts are helping you reduce your recruitment costs.
- Candidate experience: Measure your candidate experience using surveys and feedback tools to see if your employer branding efforts are improving your candidates’ experience.
Tools and Resources for Building Your Employer Brand
Here are some tools and resources to help you build your employer brand:
- Glassdoor: Glassdoor is a review site where employees can share their experiences working at a company. It can help you understand your current employer brand perception and identify areas for improvement.
- LinkedIn: LinkedIn is a social media platform for professionals that can help you promote your employer brand to your target audience.
- Indeed: Indeed is a job posting site that allows you to showcase your employer brand and attract top talent.
Our rundown of employer branding statistics comes to an end here.
Which of these stats surprised you the most?
However, if you have any stats you’d like me to include in this list, please let me know in the comments section below.
So go ahead and post your thoughts in the comments section.