Universum-2017雇主品牌现状（英文版）-2018-36页-6mb

Summary of the Employer Branding Survey Report

Core Content

This report presents findings from a survey conducted by Universum and DHI Group, Inc. in 2017, which included 2,490 Employer Branding Professionals from 50 countries and 35 industries. The survey focused on the current state and future trends in employer branding, with a special emphasis on the World's Most Attractive Employers (WMAE).

Main Findings

• EVP Development:

  • 84% of WMAE companies have developed an Employer Value Proposition (EVP), with a growing trend toward EVP development across all company sizes.
  • 50% of employers who have not yet developed an EVP plan to do so in the future.
  • Challenges:
    • Leadership commitment is the main challenge for large and medium companies.
    • Cost is the primary issue for WMAE companies due to competing demands on HR budgets.
    • Small companies struggle primarily with finding time for EVP development.

• Employer Branding Guidelines:

  • 68% of WMAE and 61% of large companies have developed employer branding guidelines.
  • 49% of medium companies and 37% of small companies have such guidelines.
  • 76% of WMAE and 64% of large companies plan to develop guidelines in the future.

• Segmentation and Tailoring:

  • Tailoring employer brand activities to different target audiences is now a top three priority for WMAE.
  • 60% of WMAE companies have developed target profiles for different talent segments.
  • 41% of WMAE companies cite employee advocacy as a primary employer brand objective, up from 30% in 2016.

• Visual Content:

  • Employee photos and videos are now the most deployed employer brand content, with a 15% increase in usage since 2016 on YouTube and Instagram.
  • Visual identity is crucial for all company sizes to communicate culture and differentiate from competitors.

• Channel Preferences:

  • Social media remains the most significant investment for employer brand marketing.
  • Top 5 Channels for WMAE in 2017:
    1. Social Networks
    2. Employer/Career Site
    3. Employee Referral
    4. Digital Advertising
    5. Professional Networks
  • 69% of WMAE and 64% of large companies plan to increase social media investments.

• Social Media Planning:

  • 44% of WMAE plan content two to three months in advance, while non-WMAE post content as needed.
  • A combination of strategic planning and responsiveness is recommended for effective employer branding on social media.

• Employee Generated Content (EGC):

  • EGC is increasingly used, with WMAE deploying it at a higher rate than small businesses.
  • Photos and videos are the most commonly used EGC, with 77% of WMAE using them, compared to 36% of small businesses.
  • Testimonials and inside stories are also widely used, with 75% of WMAE and 44% of small businesses using them.

• Measurement and Data-Driven Decisions:

  • External Status Measurement:
    • Ranking/Relative preference vs. talent competitors: 76% of WMAE vs. 27% of small companies.
    • Brand awareness: 71% of WMAE vs. 45% of small companies.
    • Consideration: 61% of WMAE vs. 31% of small companies.
    • Engagement with content: 51% of WMAE vs. 32% of small companies.
    • Employer brand image: 49% of WMAE vs. 39% of small companies.
  • Internal Experience Measurement:
    • Employee engagement, candidate satisfaction, new hire satisfaction, employee turnover, and employer brand attribute scores are commonly used.
  • Data-Driven Decisions:
    • WMAE and large companies frequently make decisions based on data, while medium and small companies do so occasionally.

Key Trends

• Alignment with Corporate Strategy:

  • Leading employers are increasingly aligning their EVP with the corporate vision, values, and HR strategy.
  • Purpose-driven employer brands are becoming more common, such as "Leading the future of beauty" at L'Oreal and "Building the earth's most customer-centric company" at Amazon.

• Leadership Involvement:

  • The CEO is seen as the ultimate accountable for the health of the employer brand by the majority of respondents, regardless of company size.

• Shared Responsibility:

  • There is a shift from outsourcing employer branding to a shared corporate communication responsibility, with WMAE showing the biggest increase in internal ownership.

• Employee Advocacy:

  • Employee advocacy is rising in importance, with 41% of WMAE citing it as a primary objective, up from 30% in 2016.

• Content Strategy:

  • A more tailored and sophisticated content strategy is being adopted, with content adapted to different social media channels and audiences.

Conclusion

The report highlights the growing importance of employer branding in the modern workplace, with a clear trend toward EVP development, segmentation, and the use of visual and employee-generated content. Social media remains a critical channel for employer brand marketing, and the shift toward internal ownership and data-driven decisions is reshaping how companies approach employer branding.