How organizations invest in employer branding 

How organizations invest in employer branding 

Do organizations invest more in internal or external employer branding activities? Research indicates that 26% focus their employer branding efforts on external audiences.

One way to understand the commitment to employer branding is to study how organizations are currently investing in it.

We asked executives to detail whether their employer branding efforts are more internally focused, or external (on a scale of 0 to 10, where 10 is 100 percent directed externally). Overall, 26 percent of respondents fall into the top three categories (overwhelmingly external), while only 6 percent are in the bottom three categories (overwhelmingly internal). The mean is 6.1 out of 10, meaning on average organizations are weighted slightly more toward external rather than internal employer branding activities.

How organizations invest in employer branding 


Looking at individual industries, most track closely to the average with the exception of fast-moving consumer goods (FMCG); the mean for respondents from FMCG is 7.25.

These findings are interesting in that, while organizations are seemingly more focused on external employer branding efforts, often KPIs measure more exclusively internal factors – a topic we’ll explore more deeply in the second eBook in this series, The Employer Brand Misalignment.

To learn more,  sign up to our 2020 Outlook series: The Future of Employer Branding. In this exclusive study, we survey over 2000 CEOs and HR professionals to get their views on the talent market and employer branding.