The State of Employer Branding and Recruitment Advertising 2019: Build the best possible employer brand and get the most out of recruitment advertising campaigns

To learn more, we invite you to download and read the research report and infographic today:

HIGHLIGHTS FROM THE RESEARCH:

How Good Are Today's Employer Brands?

There is good news and bad news when it comes to employer branding. The good news is that two-thirds of organizations have an intentionally created employer brand, and about a third say their brand is not only intentionally created but is well known. Another piece of promising news is that even among those without an intentionally created brand, most say they are either developing one or considering developing one. The bad news is that nearly a third (31%) of respondents say they do not have an intentionally created employer brand. This is bad news because, whether intentionally created or not, employers nearly always have a brand in the marketplace, and it may not be viewed favorably by prospective employees.

How Are Employer Brands Measured?

There is an adage in traditional business and management circles that says, "You can't manage what you can't measure." Measuring something is the price of admission for improving or managing it, and employer brand is no exception. Among employers that do measure their employer brand, how do you achieve this? The most widely cited method of evaluation is through employee surveys (65%), followed by interview questions (54%) and exit interviews (45%). Relatively few organizations, however, evaluate employer brand in terms of quality of hire or the quality of job applicants, though both appear to be among the most rigorous and pertinent of metrics.

How Effective Is Recruitment Advertising?

If we accept the proposition that the primary strategic goal of recruitment advertising is to attract high-quality candidates, the following data represents a serious disconnect between the current level of performance and desired outcome for recruitment advertising. Only 11% of the participants say their advertising efforts are excellent at attracting quality candidates, while another 37% say their advertising is good. Things look even worse from the perspective of return on investment (ROI). Only 10% say their efforts are excellent at delivering ROI and 30% said good. The data further points to potential gains from HR and Marketing collaboration in recruitment advertising.