Industry Research Report Summary: The State of Employer Branding and Recruitment Advertising - 2020

Focus on building a compelling employer brand to help attract and retain the best possible talent

      

As the global economy continues to add new jobs, organizations can expect the competition for talent to remain intense. Employers that wish to gain that competitive advantage will have to master employer branding and recruitment advertising. But how many organizations have accomplished this? And what do best practices look like in 2020?

To find out, HR.com ran its second annual comprehensive survey of HR professionals during January and February 2020.

Highlights from the survey:

Only 37% of organizations have a well-known and intentionally created and managed employer brand. Slightly less than half of HR professionals (47%) say their company brand does a good or excellent job of helping them attract high quality applicants.

HR professionals say a lack of financial resources and a lack of time are the two biggest barriers to improving the employer brand, with 32% identifying both as barriers. A lack of interest from leadership tends to remain a significant barrier, but the percentage of participants making that selection dropped from 36% last year to 24% this year. Moreover, a lack of internal know-how and understanding are other factors preventing organizations from successfully creating an employer brand.

Nearly two-thirds of the respondents use LinkedIn as a job board/social networking tool in recruitment advertising. A sizeable majority (75%) cite social media as their media of choice for recruitment advertising.

Seventy-nine percent of the respondents use employee referrals to source quality job candidates, and by comparison, two-thirds use job ads. Aside from referrals and job ads, employers are most likely to turn to physical events such as job fairs and conferences to attract new hires.

 

To learn more about The 2020 State of Employer Branding and Recruitment Advertising survey and to get strategic outcomes and 12 key takeaways from this exclusive HR.com Research Institute research, please read the complete report here: