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It was the hot topic of early 2015, but what does the future hold for employer branding? The folks at Universum recently gathered its resources to survey over 2,000 HR professionals and CEOs around the globe to get their take on talent recruitment and employer branding. The results detail the current state of employer branding and looks at emerging trends that should start to become prominent in 5 years time:
- “Who’s in charge?” – CEOs seem to think they’re accountable, whereas HR say they are in charge. More collaboration needed among recruitment/HR, marketing and CEOs going forward.
- What will change over five years? – The biggest changes for the next five years appear to be a greater focus on long-term thinking and a greater interest in building an employer brand on a global level i.e. the importance of employer branding will continue to grow, particularly when it comes to employer branding on social media. 70% of respondents indicated they will increase their use of social media for employer branding efforts over the next 5 years.
- EVPs are still not pervasive – Most (61%) companies do have an Employer Value Proposition (EVP) but it doesn’t seem to be well circulated within organisations and CEOs barely even know it exists. To improve employer branding, an organisation’s EVP will need to be widely circulated throughout its staff.
- What gets measured? – The top 3 KPIs in use today are all inward-facing and include average retention rate, new hire quality and employee engagement level. External indicators such as rankings and brand perceptions were not prominent in these survey results, despite the vast sums of money that get spent on external employer branding efforts.
- Social media is the No.1 digital channel – Social media appears to be the most important employer branding channel, followed closely by career websites.
- Will consumer and employer brands merge? – It appears that most respondents see their employer and consumer brands being more tightly connected over the next 5 years, which will require much closer cooperation among stakeholders – particularly between marketing and those in charge of the employer brand.