Employer Branding Now

Employer Branding Now

A definitive guide to the state of global employer brand management in 2016

In the past five years, HR organizations have undergone tremendous transformation in how they put data to work, everyone talks about metrics, but fewer than half of organizations globally, use data-driven decision-making frequently.

Universum’s latest research report, Employer Branding Now, demonstrates that it is the frequency of which data is leveraged when making decisions to shape a company’s employer branding strategy that will determine whether their methods used in attracting and retaining top talent, will end in success or failure.

Companies are investing more in employer branding efforts and making big strides to leverage data analytics in HR, yet important gaps remain, small companies in particular struggle to leverage data and many HR professionals are finding it increasingly difficult to use data to evaluate the effectiveness of their employer branding efforts.

While mature analytics strategies are twice as likely to improve recruiting efforts & leadership pipeline, only 3 out of 10 firms are using attribute scores to see the ROI on their employer branding strategies and currently less than 1 in 10 companies use data driven decisions all the time.

Prominent gaps in employer branding communication strategies are also evident when it comes down to awareness vs. differentiation. Most organizations only use their employer branding communication to boost awareness but very few are using it to differentiate themselves from their competition.  Awareness alone is no longer enough to attract future employees, and more sophisticated tactics such as differentiating a company in key markets or among critical talent groups are being used much less often.

Perhaps a more surprising finding was the infrequent use of employer branding communications for employee retention. Only 3 out of 10 large companies use it for retention, when retention is a top priority for talent professionals.

The findings from this report are based on the opinions surveyed from over 2500+ employer branding professionals from various organizations, including 100 of the Fortune 500 companies. We have collected the points of view of CEOs, heads of HR and recruiting, among others professionals from around the world to understand the most pressing issues affecting the current state of global talent management and employer branding.

Universum’s Employer Branding Now report, aims to uncover where talent executives must focus in the year ahead, by providing them with actionable recommendations to leverage data and attract & retain top talent that will encourage a smarter and more effective approach to strengthen their employer brands.

In this report we detail and demonstrate how to carry out applicable insights such as:

  • How to create closer alignment between employer brand priorities and talent priorities
  • How to fully leverage the power of EVPs to deliver greater employer brand focus and impact
  • How to invest in quality social media content (no longer a side order, now the meat of the day)
  • How to effectively invest in analytics – effective employer brand strategies are increasingly numbers driven
  • … and much more.


About Universum

A global research and advisory firm, Universum’s mission is to help employers excel in recruitment and retention by ensuring improvements to their employer brands. Universum delivers a full range of services in research, strategic consulting and communication solutions that enable employers to better understand, attract and retain ideal employees.

Universum is a trusted partner to 1700 clients, including many Fortune 500 companies, and conducts research on the career and employer preferences of top talent. For more information, visit www.universumglobal.com.