Company Leaders Most Powerful Employer Branding Tool
ningcontent“Leadership behaviors and actions are the key to building a strong employer brand. No amount of investment will optimize the benefits of a strong employer brand unless leaders themselves can deliver the employer brand promise and cascade it throughout the organization,” says Employer Brand Institute Chairman and CEO Brett Minchington. The research underscores how important it was for an employer brand to reflect the actual employment experience lived by employees.
Companies rely on a range of metrics to measure the success of their employer branding projects, with 42% tracking retention rates. Some 35% of survey respondents track quality of hire, 30% record the number of applicants, and 29% measure the cost per hire.
Developing a unique and authentic employer brand was the single most challenging step in the branding process, the survey indicates. This ranked as the most difficult aspect of employer branding projects, even ahead of obtaining funding and engaging senior leaders. Employer branding is receiving a higher resource allocation, with 46% of companies planning to increase the amount invested in employer branding initiatives in 2009.
While employer branding is now high on the leadership agenda many organizations lack the capability to leverage their employer brand due to the absence of a clearly defined strategy, survey findings show. It finds that only 16% of companies have developed a clear strategy for their employer brand. Interestingly, respondents also say that having a clearly defined strategy is the key to achieving their employer brand strategy.
Article courtesy of Kennedy Information Recruiting Trends providing leading edge insights and strategies for the recruiting professional
