Employer Brand Survey Findings Reveal New Trends, and Confirms Others

Brandemix 2022 State of Employer Branding Survey Results

As HR and Communications professionals continue to recognize the significance of promoting a positive workplace culture, they are doubling down on efforts to market their Employer Brand/Employer Value Proposition. 

In the results from its 6th annual State of Employer Branding survey, Brandemix offers a fascinating snapshot of where employer branding is today. 

  • The average company size represented was over 2,000 employees.   
  • The top two goals for creating an employer brand were "Recognition as an Employer of Choice" and "Ease in attracting candidates."  
  • The top-mentioned materials that have changed or will change based on recent employer branding initiatives are career sites (63%) and social media (50%). 

"It's a smart investment," says Brandemix Chief Brand Officer Jody Ordioni. "Digital communications offer an immersive, multi-media opportunity to showcase a vast amount of information and segment by target audience." 

The survey was launched at an interesting point in time. The Covid pandemic has shifted to an endemic, and the Great Resignation/Reshuffle has morphed into what now might be called "Quiet Quitting," where employees are not inclined to go above and beyond in their work. World events have impacted the supply chain, inflation and the economy, and new data points to a slowing job market for 2023. 

"The Employer Brand survey findings will always represent a snapshot in time, but with today's focus on diversity, equity and inclusion along with the shift towards remote work, it will become harder to attract talent through promoting the qualities of a shared office/culture or differentiating what makes one culture more enviable than another. It will be curious to see how social and economic trends will impact the recent attention to workplace culture, employee experience and, of course, employer branding," says Ordioni.    

An Employer Value Proposition (EVP) is the unique set of offerings, benefits, and experiences an employee receives in return for work. About half of this year's survey respondents either have an "Articulated EVP" or plan to initiate one sometime soon. 

One very exciting trend that is emerging is that Employer Branding is breaking through organizational internal siloes. In the past, Employer Branding was largely an output of HR/Talent Acquisition but this year's response to the question "Who Was Part of Your EVP Initiative?" points to an evenly blended stakeholder team consisting of Marketing, Internal Communications, Corporate Communications and Talent Acquisition. 

It's evident that strong employer branding does more than simply fill open positions. One comment made was that the employer value proposition speaks to job seekers as well as current employees and even consumers of the organization's products and services. It sets companies apart from competitors, increases worker engagement, and improves retention.  

"The internet, including social media, has truly leveled the playing field, allowing a low barrier of entry for small companies to successfully compete for talent against more sizable, well-known firms," says Ordioni. "That should be great news for non-profits, healthcare and start-ups."

About Brandemix: Brandemix is an employer brand marketing/employee communications agency. Bridging the traditional gap between marketing, advertising, internal communications and human resources, Brandemix creates consistent, relevant and brand-aligned messages across all print and interactive channels, forming a line of sight from strategy to talent, investors and consumers. Combining the principles of branding with award-winning creativity and the latest trends in marketing and social media, Brandemix turns people into fans, followers, and advocates of business, culture and career opportunities. Clients include many of the Fortune 500 as well as non-profit organizations in education, healthcare and social services. Learn more at http://www.brandemix.com

Source: Brandemix

About Brandemix

About Brandemix: Brandemix is an employer brand/employee communications agency.

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