The Importance of Employer Branding: The Facts
1. 84 percent of candidates would consider leaving their current company if another company with an excellent reputation offered them a job. (Source)
We all know a strong employer brand is important, but it could matter more than you think… reputation can woo passive candidates:
A great company reputation can even woo passive candidates and turn them into applicants.
2. A weak employer brand can cost you job applicants: About 11 percent of job seekers said they would decline a job offer from an employer with a bad reputation–even if they were unemployed. (Source)
That’s crazy, right? Getting brand wrong clearly makes a BIG difference.
3. Using your employees pays off – 52% of the content they share is trusted by candidates. (Source)
This makes plenty of sense. Who would you trust: a company’s marketing department or your friend that works there?
Of course, you’re going to trust your friend, human nature dictates that we trust another person far more than a faceless brand.
4. The issue is that only 33% of employers actually encourage employees to use social media to share news and information about their work or employer. (Source)
Clearly, most companies are pretty far from getting all of this right!
It isn’t just the employees that matter to candidates though, other stakeholders play a pretty big role.
5. 76% of people see companies that whose C-Suite execs and leadership team use social media to communicate their brand as more trustworthy. (Source)
6. 69% of active job seekers are likely to apply to a job if the employer actively manages its employer brand. (Source)
What exactly does it mean to actively manage your employer brand though?
It means responding to reviews on Glassdoor, constantly keeping social profiles up to date, sharing updates on social media and making corporate culture clear through a great careers page.
7. 59% of companies are investing more in their employer brand compared to last year. (Source)
We can finish on a positive note then, many companies are beginning to pay attention to the growing importance of brand.
Building a strong brand employer brand is crucial to companies hoping to attract more high-quality applicants.