Who Owns YOUR Employer Brand?

Who Owns YOUR Employer Brand?

Hunting for proper employee talent is an important step in achieving quality in your brand. When it comes to this part of the process, it’s up to HR marketing executives, CEOs and managers to seek out talented workers and focus on retention of talent. In the end, it’s talent that helps your team outperform your competitors.

Responsibility for Talent Hunting

One question you may ask yourself when you’re an HR representative or a C-level manager is – whose job is it to seek out talent? Studies show that 60 percent of CEOs are worried about employer branding as their own task and over one-third of them feel their HR workers are responsible for it. On the other hand, over 60 percent of talent acquisition executives, and 57 percent of recruiting executives believe HR staffers are responsible for employer branding, according to Universum research.


Who is accountable for the employer brand?


Why the difference in belief of ownership? A lot of the trouble lies in trust. As a CEO, you may feel that your HR marketing executives are not up to the challenge of promoting your company to prospective employees. Roughly half of CEOs feel that HR isn’t up to the task. On the other hand, if you’re an HR representative, you could feel like you’re lacking the skills and training needed to take on employer branding. And you wouldn’t be alone. Sixty percent of HR workers feel under-qualified for the job of employer branding.

Why HR is Not Often Responsible for Employer Branding

We’ve established that whether you’re a C-level manager or an HR representative, you probably feel that HR shouldn’t be responsible for employer branding, but the big question is why. Several theories exist around the topic. One claims that as an HR worker, professionals view you as reactive, supportive problem-solvers, rather than functioning marketing executives. Another suggests that an HR employee, you may lack the time, money, and direction to take on the burden of employer branding. Finally, it may be that your HR team simply isn’t equipped with the proper skills that employer branding requires: data analysis and business forecasting.

A Unified Brand is a Stronger One

Despite the divide between c-level employers and HR reps, unification only has the power to make your company’s employer branding stronger. Overall, companies tend to focus employer branding efforts externally, yet key performance indicators depend on internal factors. Because HR already works closely with these internal factors, it only makes sense that they could help bring balance to your employer branding by bringing focus to the internal portion of your business. This type of marriage between the external and internal focus of employer branding can help to bring forth a stronger, more wholesome brand experience for your audience.