EMPLOYER BRANDING INSIGHTS 2011

UNIVERSUM surveyed 630 global employers about talent attraction needs and challenges. The majority of respondents worked in HR, Recruitment and Employer Branding and formed part of Universum's network. The data collection occured during the months of December 2010 to January 2011.

Views on employer branding 2011

It’s long-term and a decisive solution to meeting talent attraction needs

A positive sign, companies now conduct employer brand work as an ongoing activity. 63% approach employer branding as a thought through, long-term and strategic process versus only 37 % that are focused on short-term needs and day-to-day operations. Most employers are also confident that employer branding will help them to address their talent needs and contribute positively to business performance.

The survey results show that the majority of employers agree that employer branding will help them to:

•Improve the organisation's ability to retain the right talent
•Define the kind of people, with the right cultural fit, that the organisation wants to retain and promote
•Build a more consistent employment experience across the organisation
•Be more consistent in communications (internal and external)
•Build employee engagement and increase group performance
•Increase the knowledge of talent market/segment preferences

The majority of companies that have demanding recruitment needs now have employerbranding as a significant component of the overall corporate strategy. Nevertheless, there is a difference between employers in terms of the haves and have-nots. Some employers succeed in building an attractive employer image and reputation, while other employers struggle.

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