2022-12-29-universum-2022年雇主品牌报告_24页_2mb

NOW NOW: Employer Branding Summary

Core Content

This document provides insights from the NOW 2022 Employer Branding survey, which gathered responses from over 1,650 talent leaders across 75 countries. The report highlights the evolving landscape of employer branding and talent acquisition in the context of a global talent shortage, emphasizing the importance of strategic and data-driven approaches to attract and retain top talent.

Main Trends

1. Talent Crisis Intensifies

• The hiring environment for knowledge workers is worsening.
• 70% of talent leaders expect the hiring environment to get harder in the next 12 months.
• Among WMAEs (World's Most Attractive Employers), the figure is 81%, a 69% increase from the previous year.
• The talent crisis is expected to persist in 2023.

2. Shift to Building Talent

• Companies are investing in reskilling and internal mobility rather than just hiring externally.
• 37% of WMAEs and 29% of very large companies prioritize internal mobility.
• This strategy helps access in-demand skills while building a reputation as a talent-focused employer.

3. Diversifying Talent Sources

• Companies are expanding their talent sourcing beyond traditional channels.
• They are increasingly hiring freelancers, part-timers, and boomerang employees.
• Many are also broadening their recruitment to mid-tier universities instead of just elite institutions.
• 36% of WMAEs use freelancers, and 22% plan to start doing so.

4. Hybrid Workforce Mindset

• The attributes sought in candidates have evolved to include collaboration, customer focus, problem-solving, openness to diversity, and integrity/ethics.
• Collaboration is the most sought-after quality, with 49% of WMAEs emphasizing it, compared to 35% globally.
• Integrity/ethics has seen the biggest jump in 2022, increasing by 8 points.

5. Employer Branding as a Priority

• 86% of WMAEs and 75% of large non-WMAEs consider employer branding a top priority.
• This reflects the growing need for differentiation in a competitive talent market.

6. Employer Value Proposition (EVP) Evolution

• The top three EVP elements for WMAEs are:
  • Commitment to diversity and inclusion (46%)
  • Innovation (42%, up 8 points from 2021)
  • Inspiring purpose (44%)
• Diversity and inclusion remains a critical focus, even though its ranking dropped slightly from 2021.

7. Data-Driven Recruiting is Still a Challenge

• Only 50% of large companies and 69% of WMAEs frequently or always use data in employer branding decisions.
• Talent leaders are increasingly relying on data to justify budgets and improve efficiency.

8. Adapting to a New Normal

• Companies are adapting their employer branding strategies to reflect the new mindset of candidates.
• They are embracing flexibility, agility, and remote-friendly attributes.
• WMAEs are leading the way in adjusting their EVPs and adopting nontraditional talent sourcing.

Key Strategies from WMAEs

• Localizing Employer Branding: 2 in 3 WMAE talent leaders say they localize and target their employer branding communications.
• Niche Talent Strategies: Employers are tailoring their branding to different roles and regions.
• Experimenting with Technology: Top employers are using new tools to build better candidate datasets and personalize experiences.

Future Outlook

• The global talent crunch is expected to worsen by 2030.
• In the U.S., labor shortages could result in $1.748 trillion in unrealized revenue.
• In Brazil, a 15.8 million employee deficit is projected by 2030.

Conclusion

The NOW 2022 report underscores the importance of employer branding in a disrupted talent market. It emphasizes the need for resilience, adaptability, and data-driven decision-making. WMAEs are setting the standard by focusing on collaboration, integrity, diversity, and innovation. As the talent crisis continues, companies must invest in internal mobility, expand talent sources, and align their employer branding with the evolving expectations of professionals.