If you could predict with a high degree of precision that investment in your employer brand strategy would deliver value wouldn’t you increase your investment?
Employer Brand International’s (EBI) 2012/2013 Global Research study found that 39% of companies plan to increase their investment in employer branding initiatives in 2013. The important consideration in this statistic is just how much of this investment will add value and how much will be wasted. For many companies it may lead to an outcome that many marketers are only too well aware of: half of their investment is wasted, they just don’t know which half!
Making the case to measure return on investment of employer branding isn’t the hard part. Figuring out what to measure is! EBI's 2011 global study found that retention rate (thirty-eight percent of companies surveyed use this metric) is the most common metric used to measure ROI of employer branding. Thirty-three percent use employee engagement, twenty-nine percent quality of hire, twenty-seven percent cost per hire and twenty-six percent use number of applicants. So which metric(s) should you use?
2nd Edition includes updated global research findings and new employer brand leader job descriptions from companies such as Nike, Mars, IKEA, etc.
Over the past five years I have been fortunate to travel to more than 50 cities in 27 countries to share my employer branding knowledge and experience with thousands of leaders across all industry sectors. The number one issue that continues to draw discussion and debate is whether employer branding should be a human resources or marketing function or both!
To download the whitepaper, "The rise of employer brand leadership" including 22 sample job descriptions from companies including Nike, Mars, Google, Linkedin, Amazon, Standard Chartered Bank, E&Y, click here>
AT A GLANCE!
English version of article published in French at Focus RH click here for French version>
Today, we live in an increasingly borderless world. The penetration of high-speed internet has provided access to new information, networks and opportunities for tens of millions of people in developing nations. The barriers of time, distance and even language are eroding and creating an environment where people are able to share and exchange ideas.
This has also led to a great boom in digital recruitment in all areas, including candidate management and response handling, generalist and specialist job boards, SEO and Pay Per Click (PPC) advertising, social media and online employer branding.
The digital age has arrived at a time when candidates demand a better online job search experience. In a 2013 global study by Employer Brand International, 76% of candidates (84% in Europe) said a positive online experience is important to them in their job search and application.
The same study found three of the top four recruiting channels are online, including social media (24%), career websites (20%) and job boards (11%) – see table 1.
New global research by Employer Brand International of more than 3000 organisations shows Ukraine companies do not follow the same trend as the rest of the world when it comes to employer brand management. Whilst the human resource (HR) department is the main department responsible for the employer brand strategy in companies around the world, in Ukraine, a different picture emerges.
The main department responsible for managing the employer brand strategy in Ukraine companies is the marketing department (30%). The HR department doesn’t even rate in the top three choices with the Executive team and CEO ranking second and third respectfully.
The economic outlook remains uncertain in many countries around the world and whilst many companies wait for the economy to show signs of growth, the smart companies continue to invest in their employer brand strategy with 39% of companies planning to increase their investment in the coming year compared to only 16% in Ukraine. However 30% of Ukraine companies are planning to maintain investments at current levels.
The global study on a range of key employment variables was undertaken to assist leaders to better understand the regional variances in employment around the world and the key areas impacting on the success of the employer brand strategy in national and global companies.
It is no surprise that Ukraine employees choose economic issues (57%) versus the global average of 41% as the factor they believe will impact most on their business over the next two years. Employee capability and technology also rated highly as major issues facing Ukraine companies.
Page 1 of 10