HR LEADERS around the globe have cited employer brand initiatives as vital in attracting and retaining talent in the face of an increasingly shrinking talent pool, a recent report has found
HR LEADERS around the globe have said employer brand initiatives are vital in attracting and retaining talent in the face of a shrinking talent pool, a recent survey has found.
Employer branding is quite often seen as the answer to overcoming challenges associated with talent shortages and engaging candidates, and therefore perceived to be the responsibility of HR.
More than half (52 per cent) of respondents characterised employer branding as: “The essence of our offering as an employer that is communicated internally and externally by the company”.
HR professionals are considered primarily responsible for employer branding initiatives, with 79 per cent of respondents reporting HR as one of the key stakeholders in employer brand management.
However, despite the need for effective employer brand communication, 62 per cent of respondents formally support employer brand initiatives, but only 24 per cent actually have metrics in place to measure such efforts.
The survey, which took in 507 HR, communications and other professionals across 25 countries, revealed that of those organisations that do not formally undertake employer branding, 83 per cent in Australia and New Zealand plan to do so by 2010.
Of all global employers, more than half (57 per cent) plan to formalise their programs within the next five years.
“The study reveals that a key driver for employer brand development is the need to acquire talent in a competitive global market,” said Kevin Lodge, group general manager, employment marketing communications at Adcorp, which announced the results.
The survey, which was conducted by the Bernard Hodes Global Network, also found one in four employers measures its employer brand value in terms of recruitment and retention capabilities.
Metrics such as cost per hire, time to fill and turnover were the measurements most often used to determine the success of employment brand initiatives. Employer career sites were the main channel of employer brand communication (94 per cent), followed by printed materials (72 per cent).
According to Martin Bowen, HR manager for Swire Shipping, Australia, the key to employer branding success is keeping it simple. “It is important for it to be fairly recognisable and consistent and then constantly prominent in all communication modes,” he said.
“It’s crucial to link the branding implicitly with your line of business somehow.”
The survey found the most common benefits of employer branding were ease of attracting candidates (84 per cent), recognition as an employer of choice (82 per cent) and increased retention rate (65 per cent).
