MRI-2018年声誉管理报告（英文）-2018.7-16页-5mb

报告摘要

2018 Reputation Management Study Summary

Core Content

The 2018 MRINetwork Reputation Management Study, conducted in partnership with Haley Marketing Group, explores the role of employer brand strength, social media presence, and the interview process in the hiring decision-making of both candidates and employers. The survey included 400 candidates and nearly 200 employers across the U.S., with a 8% margin of error and 90% confidence level.

Key Findings

Social Media & Personal Branding

18% of employers formally evaluate candidates' social media profiles, while 17% are considering doing so, indicating a growing trend.
48% of candidates believe their social media presence is important or very important to potential employers.
Employers focus on questionable behavior or content (27% of employers) and offensive social or political views (19% of employers) when reviewing candidates' profiles.
Active engagement in professional or trade associations is the second most important factor employers consider.

Employer Branding

69% of candidates and 71% of employers consider employer brand strength as important or very important when evaluating job offers.
Poor work-life balance and excessive turnover are the most damaging factors to employer brand from both candidates and employers' perspectives.
Compensation and advancement opportunities are the top positive factors influencing employer brand perception.
Employee referrals are the most important method for candidates to evaluate employer brands, followed by company websites and review sites like Glassdoor.

Interview Process and Company Culture

76% of employers believe the interview process positively reflects their company culture.
64% of candidates feel the interview provides a fair amount to a lot about company culture.
Candidates often highlight lack of communication and discrepancies among interviewers as the biggest turnoffs in the interview process.
The interview is seen as a two-way street by candidates, emphasizing the need for timely feedback and transparency.

Employer Brand Strength

On average, companies rated their employer brand at 3.5 out of 5 stars.
42% of employers feel they have an average brand, while 39% feel they have a strong brand.

Main Points

Social media is becoming a standard part of the hiring process, with both candidates and employers recognizing its impact.
Employer brand strength is a critical factor in attracting top talent, especially in candidate-driven industries.
Interviews serve as a key platform for conveying company culture, though there are gaps in communication and consistency.
Employee referrals are highly valued by candidates as a method to evaluate employer brands.

Summary of Survey Highlights

Factor	Importance to Candidates	Importance to Employers
Social Media Presence	48% important or very important	18% formally evaluate
Employer Brand Strength	69% important or very important	71% important or very important
Interview Process	64% provides insight into company culture	76% reflects company culture positively
Employee Referrals	59% most important method	59% most important method
Work-Life Balance	54% damaging factor	54% damaging factor
Turnover	54% damaging factor	54% damaging factor
Compensation	56% positive factor	56% positive factor
Advancement Opportunities	57% positive factor	57% positive factor

Conclusion

The study emphasizes that employer brand strength and social media presence are increasingly influential in the hiring process. Employers must focus on transparent communication, consistent interview practices, and positive brand representation to attract and retain high-performing candidates. The interview process, while a key tool for assessing candidates, also plays a significant role in conveying company culture and building trust. As the competition for talent intensifies, especially for passive candidates, these factors will continue to shape the future of recruitment.

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