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Employer Branding NOW 2022: Recruitment marketing in crisis
This year’s survey of over 1,650 talent leaders about the ways they are competing in the midst of a critical talent shortage, plus a look at the specific strategies of companies identified by Universum’s research as the World’s Most Attractive Employers.
Survey Field Period
March 2022 – May 2022
Includes 1,656 respondents from 75 countries
Interested in hearing more about this year’s trends? Register for the EB NOW webinar here!
Witnessing double-digit growth in those who call Employer Branding a top priority is completely unprecedented. Top employers view Employer Branding not as an expense, but as a strategic asset – one that can attract and retain the type of people that drive growth and innovation. Seeing the World’s Most Attractive Employers pivot so sharply to prioritize Employer Branding in 2022 is an important signal for all employers.
Noteworthy findings from the research:
Due to the tight talent market, companies are developing talent from within
Across industries, companies are investing in reskilling existing talent and promoting people from within; among the WMAE, 37% say improving internal career mobility is a “major priority.” It’s a win-win for employers, who can access skills that are in high demand/low supply, while also building a reputation as a company that invests in talent.
Companies are quickly diversifying talent sources
This means casting a wider net to attract and hire new talent, including hiring more freelancers, part-timers, and boomerang employees. (Universum’s study shows that 44% of enterprise employers use freelancers as part of their sourcing strategy, and another 24% of those plans to do so.)
Many talent leaders admit they are still not data-driven when it comes to recruiting
Companies clearly indicate that data-driven recruiting is a priority, but only half “frequently or always” make Employer Brand marketing decisions that are data-driven. As hiring needs ramp up in 2022-23, making the argument for bigger budgets will rely on a data-driven approach.
Employer Branding is critical to standing out amidst talent disruption
Among the WMAE, 86% call it a top priority — a 15-point jump in just one year. And among non-WMAE large companies, 75% cite it as a priority in 2022.
