We recently concluded the 2016 Talent Matters: Recruiting, Engagement, and Branding Survey. Check out our results.
Employment Brand Programs
The majority of survey takers (78.6%) indicated that their company does not have an employment brand program.
Are You Considering an Employment Brand Program?
We asked those respondents who indicated that their company does not have an employment brand program whether it was considering creating one. Just over one-half (50.7%) of those respondents answered that they “are not considering it at this time, but may consider it later.” Almost 30% indicated that they were “currently considering” creating an employment brand program, and 10.5% answered that they had a plan to implement one.
Employment Branding Responsibilities
Survey respondents were asked who is responsible for their organization’s employment branding system. Just over one-third (33.8%) answered “senior management.” Other top responses include “human resources” (23.4%) and “marketing department” (23.4%).
Employment Brand Program Goals
When asked what the goal of their employment branding program is, survey respondents answered in equal measure “boost morale of employees” (73.7%) and “improve retention of all employees” (73.7%). Other top answers included “increase referrals from current employees” (67.1%), “boost engagement” (64.5%), and “encourage employees to extoll the virtues of working at our company” (60.5%).
Degree of Success
Survey takers were asked how successful their employment brand programs (including both internal and external efforts) were. “Somewhat successful” best their response. Each specific goal got more “somewhat successful” responses than any of the other responses. More respondents answered “very successful” for many of the programs than those who answered “not very successful.”
Internal Branding Engagement Effectiveness
More than one-half of survey respondents (51.3%) answered that their internal branding has been “somewhat effective” at retaining employees. Just under one-quarter (22.4%) answered that it has been “minimally effective,” while fewer (19.7%) indicated it’s “very effective.”
Internal Branding Retention Effectiveness
More than one-half of survey respondents (52.6%) answered that their internal branding has been “somewhat effective” at keeping employees engaged. Approximately one-fifth (21.1%) answered that it has been “minimally effective,” and the same percentage indicated it’s “very effective.”
Branding: Expectations vs. Reality
When we asked respondents if their work experience at their organization met the expectations laid out by their organization’s branding, the majority (42.1%) answered “pretty much.” Just under one-third (31.6%) answered “somewhat,” and 19.7% answered “yes, absolutely.” Encouragingly, only 6.6% answered “not really,” and not one respondent answered “no, not at all.”