A Strong and Intentionally Cultivated Employer Brand is Key to Attracting and Retaining Talent – According to New Study by the HR Research Institute
Organizations with strong employer brands reap multiple benefits. In fact, compared with companies with weaker brands, employees of these organizations are about three times more likely to say that they’ve intentionally cultivated a brand that is well known, that their employer brand engages and retains current employees, and that their brand reflects the organization’s values and mission.
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The free research report, The State of Employer Branding and Recruitment Advertising 2021, is now available for download. HR.com’s Research Institute conducted the study of HR professionals to take an in-depth look at the current state of recruiting and hiring processes to prepare for building a compelling employer brand to help attract and retain the best possible talent heading into the future.
Eighty percent of organizations have an intentionally cultivated employer brand. However, only about half (54%) say their employer brand is well known. And some companies (17%) indicate they don’t even have an employer brand, although they are developing or considering one.
Looking at organizations that report their recruitment advertising efforts do an excellent job at attracting high-quality candidates, they are:
- three times more likely to say they’ve intentionally cultivated a brand that is well known
- three times more likely to say their employer brand engages and retains current employees
- nearly three times more likely to say their brand reflects the organization’s values and mission
- considerably more likely to use employee KPIs and Net Promoter Scores to measure and evaluate their employer brand
“Focusing efforts on ensuring a strong brand is critical for employers as we emerge from the cloud of Covid-19 pandemic challenges,” stated Debbie McGrath, Chief Instigator and CEO of HR.com. “Lack of intentional branding and recruitment strategies may not only lead to a loss of good candidates but also to a loss of business!”