Employer Branding Now 2018

Employer Branding Now

What’s important to small, medium, large and the WMAE
when it comes to Employer Branding?
Get the latest results, trends and predictions all wrapped up in our latest report.

Universum, the global employer branding leader, surveyed 1099 employer branding professionals, including marketing managers, HR managers, talent acquisition managers, and recruitment and resourcing professionals from 41 countries during the first four months of 2018. The aim was to gather insights about the state of employer branding as well as learn from the World’s Most Attractive Employers (WMAEs), a cohort of the top 100 employers as judged by job seekers.

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 This comprehensive look at the way talent acquisition managers view employer branding shows employer branding has changed over the past year and compares benchmarks from small to enterprise companies.

Employer branding

is a top priority for


 of  the Worlds Most
Attractive Employers


of Large
sized employers


of Medium
sized employers


of Small
sized employers

WMAE 84%
Large 70%
Medium 66%
Small 61%
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Top Three Attributes in EVPs Around the Globe

  1. Inspiring purpose
  2. Respect for its people
  3. Good reference for future career


  1. Inspiring purpose
  2. Innovation
  3. Professional training and development

  1. Professional training and development
  2. Innovation
  3. Good reference for future career

  1. Attractive/exciting products & services
  2. Prestige
  3. Market success


  1. Inspiring purpose
  2. Team-oriented work
  3. Commitment to diversity and inclusion

  1. Innovation
  2. A friendly work environment
  3. High level of responsibility

“More than ever before Chinese employers are sharing stories and talking about their “company purpose,” as a way of differentiating themselves from their competition as a means to stay close to the new generation of talent. Right now younger generations in China, much like their peers from the UK and North America, pay equally as much attention to the people & culture, CSR, innovation and work environment aspects of any potential employer they evaluate.”

William Wu, VP Asia Pacific, Universum

About Employer Branding Now 2018

Survey Field Period
January 2018 – April 2018
Includes 1099 respondents from 41 countries.

WMAE Companies

The World’s Most Attractive Employers

Large Companies

10,000+ employees

Medium Companies

1,000 – 9,999 Employees

Small Companies

1 – 999 Employees

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