2017雇主品牌现状（英文版）_34页_6mb

Summary of WMAE 2017 Employer Branding Insights

Core Content Overview

The 2017 Universum World's Most Attractive Employers (WMAE) survey provides a comprehensive look at employer branding trends across 50 countries, with 2,490 respondents. The survey highlights the growing importance of Employer Value Proposition (EVP), visual identity, segmentation strategies, and the role of social media in employer branding.

Main Trends and Findings

1. Employer Brand Ownership and Strategy Development

• Ownership: HR and recruitment departments are primarily responsible for employer brand strategy, though the CEO is seen as the ultimate accountable party for the employer brand's health.
• EVP Development: 84% of WMAE companies have developed an EVP, with a significant increase in focus on this strategy compared to 2016.
• Investment in EVP: 50% of employers who haven't developed an EVP yet plan to do so in the future.

2. Employer Branding Challenges

• Small Companies: The main challenge is finding time for EVP development.
• Medium Companies: 49% have employer branding guidelines, with 57% planning to develop them.
• Large Companies: 61% have guidelines, with 64% planning to develop them.
• WMAE: 68% have guidelines, with 76% planning to develop them.
• Cost: For WMAE and large companies, cost is a significant barrier, especially with the focus on HR Tech.
• Leadership Commitment: For medium and large companies, leadership commitment is the main challenge in EVP development.

3. Tailoring Employer Branding to Target Audiences

• Segmentation: Tailoring employer brand activities to different target audiences has moved to one of the top three priorities for WMAE.
• Target Profiles: 60% of WMAE companies now have developed target profiles for different talent segments.
• Segmentation Factors: Companies use demographics, motivations, communication channels, and work values to segment their audience.

4. Visual Content and Employer Branding

• Visual Identity: Building a strong visual identity is crucial for all company sizes.
• Content Types: Employee photos and videos are now the most deployed content by WMAE (77%), surpassing employee testimonials (75%) and inside stories (74%).
• Social Media Growth: YouTube and Instagram usage increased by 15% since 2016, while Facebook saw an 8% increase.

5. Channel Preferences and Investment Trends

• Social Media: Social media remains the top investment area for employer branding, with 69% of WMAE and 64% of large companies planning to increase investment.
• Employee Referral: 56% of WMAE companies plan to increase employee referral investment, with 41% citing it as a primary objective.
• Professional Networks: Still see increased investment, but at a lower rate than social media.
• Traditional Media: Smaller net increases, though still relevant for some organizations.

6. Strategic Planning and Content Creation

• Social Media Planning: 44% of WMAE plan content 2–3 months in advance, while non-WMAE companies tend to post as needed.
• Shared Responsibility: There's a shift towards shared corporate communication responsibility for employer brand content, especially among WMAE.
• Content Ownership: The least popular choice is outsourcing content creation to an external agency, as companies move towards authentic, employee-generated content.

7. Employer Brand Measurement

• External Measures: Ranking/relative preference vs. talent competitors is the most common measure for WMAE (76%), followed by brand awareness (71%).
• Internal Measures: Employee engagement (62%), candidate satisfaction (58%), new hire satisfaction (53%), and employee turnover (40%) are key internal indicators.
• Data-Driven Decisions: 76% of WMAE and large companies make employer brand decisions based on data, compared to only occasional use among medium and small companies.

8. Strategic Shifts in Employer Branding

• Focus on Employee Advocacy: Employee advocacy has risen to 41% as a primary objective for WMAE, up from 30% in 2016.
• Alignment with Corporate Strategy: WMAE are more likely to align their EVP with corporate vision, values, and HR strategy.
• Shift from Advertising to Social Content Marketing: There's a growing emphasis on social content marketing over traditional advertising.

9. Top Employer Branding Attributes by Region and Industry

Top 3 Global Attributes in EVPs:

• Challenging work
• A friendly work environment
• Commitment to diversity and inclusion

Top 5 Channels WMAE are Increasing Spend for in 2017:

1. Social Networks
2. Employer/Career Site
3. Employee Referral
4. Digital Advertising
5. Professional Networks

Industry-Specific Attributes:

• Public Sector: Challenging work, good reference for future career, high level of responsibility, leaders who will support my development, a creative and dynamic work environment.
• Software & Computer Sciences: Innovation, a creative and dynamic work environment, a friendly work environment, challenging work, customer focus.
• Health Care Services: A creative and dynamic work environment, a friendly work environment, respect for its people, team-oriented work, challenging work.
• Banks: Innovation, a friendly work environment, attractive/exciting products and services, challenging work, customer focus.
• Auditing, Accounting & Financial Services: A friendly work environment, leaders who will support my development, challenging work, professional training and development, commitment to diversity and inclusion.

Conclusion

The WMAE survey underscores a clear shift in employer branding strategies toward a more data-driven, segmented, and visually engaging approach. While large companies have the most developed EVPs and employer branding guidelines, small companies are also showing increasing interest in these areas. The emphasis on employee advocacy, leadership alignment, and social media is expected to continue, with a growing recognition that employer branding is a strategic imperative for all organizations, especially as the workforce becomes more demanding and values-driven.