Five 2016 Recruitment and Employer Brand Stats to Ignite 2017 Employer Brand Action

Being deeply rooted in evidence-based recruitment marketing and employer branding, we love statistics. Often, we find inspiration through a statistic: the contemplation of what it’s really telling us and what actions it might prompt.

Here are five statistics from this past year that inspire me as I think about the employer branding platforms we’ll create in 2017.

Nearly half of all companies surveyed (48.9 percent) report they will increase spending on employer branding this year. (entelo 2017 Recruiting Trends Report)

If there was ever a time to consider strengthening your employer brand, it might be now. Competition for talent is tough and it’s only going to get tougher especially as your talent competitors work to strengthen their employer brands. This statistic is direct: while you are contemplating spending more on your employer brand, you may already be losing competitive ground.

The 2017 trends report published by recruitment software developer entelo also found that 50 percent of inbound applicants do not meet even the basic requirements for the roles they apply for. Smart talent acquisition professionals will focus their employer brand spending to attract better-fitting, higher quality candidates.

69 percent of active job seekers are likely to apply for a job if the employer actively manages its employer brand. (Glassdoor, U.S. Site Survey, 2016)

A strong employer brand not only attracts job seekers, it influences their behavior. A strong employer brand will, through inspiration and engagement, turn job seekers into job applicants. But, in today’s consumer-driven communications world, the experience expectations are high.

We think of “actively managing” an employer brand as incorporating external branding principles and practices into your employer brand to ensure that people’s attention and interest are engaged from the start. This statistics helps to remind us that in 2017 we’ll need to up our employer brand game.

75 percent of workers believe that work should have a deeper meaning than just bringing home the bacon. (Monster, 2016)

We believe that the next evolution of employer branding is the infusion of mission, culture and values. Employer brands that get stuck in pretty pictures and empirical employment facts will not be able to compete for the talent that is looking to connect on a deeper level. This applies to all generations of the workforce. People are looking to connect with their work in a deeper and more meaningful way. They will favor employers whose mission, culture and values help them to do so. This notion is reinforced by Gallup’s finding that 83% of workers say that it is very important for them to believe that their life and work is meaningful and has a purpose.

82 percent of survey respondents believe that culture is a potential competitive advantage. (Bersin by Deloitte, Global Human Capital Trends, 2016)

Validating our belief that understanding and communicating culture is the next employer brand frontier, this statistic highlighting the perspectives of CEOs and senior HR leaders tells us that infusing culture into employer branding is more than just a “nice to have”: it’s an imperative.

Bersin also found that while culture is viewed as important, only 28 percent of survey respondents believe they understand their culture well. The study also notes that only 19 percent believe they have the “right culture.” Here’s where employer branding can help: a strong employer brand program – one that is rooted in understanding the organization’s culture through validation techniques like engagement surveys, focus groups and individual interviews – will provide an evidence-based telling of the organization’s culture.

(For more on purpose and employer branding, please download our white paper Connecting Purpose-Driven Messaging to Your Employer Brand. Click here.)

On average, companies on the Fortune 100 Best Places to Work list experience half of the voluntary turnover of their industry peers. (Fortune 100 Best Companies to Work For® 2016 Study)

We know that there is a direct connection between trust, purpose and retention. Research shows that employees feel a great workplace is one where …

  • There is trust between employees and employer,
  • Employees take pride in their work, and
  • Employees enjoy the people they work with.

Strong employer brands are made from everyday employee experiences. Trust, pride and work enjoyment are important everyday work attributes and, if viewed favorably, result in a workplace where people will stay longer. What makes this statistic powerful is that it combines the cultural framework found in every member of Fortune’s list with the ROI impact of reducing turnover.

Those are five statistics that inspire me. Each facilitates thinking that can ignite the strengthening of your employer brand in 2017. Do you have any that inspire you? Please share.

About the Author

N. Robert Johnson APR, Practice Leader, Workforce Communications

Bob Johnson has more than 20 years of corporate, agency and internal communications experience. He is currently leading The David Group's Workforce Communications Practice focused on strengthening employer brands, engaging people and cutting the cost of talent.

Email N. Robert

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