Building Employer Brand: Statistics & Best Practices

Building Employer Brand

It’s clear that having a strong employer brand is essential in attracting and obtaining prospective employees, but have you ever wondered why potential job candidates’ online perception of employers affects recruiting, hiring, retention, and more? Today we’re giving you the important statistics as well as how you can improve your brand online as an employer.

The Facts

  • 86% of HR professionals in a survey indicated that recruiting is becoming more and more like marketing. In recruiting, you are essentially marketing a job opportunity to prospective employees. If you present an attractive job description to an individual, you’re more likely to make a match or a placement. In fact, 92% of people would consider changing jobs entirely if offered a role with a company with an excellent corporate reputation.
  • 86% of employees and job seekers research company reviews and ratings to decide on where to apply for a job. It’s very important for your brand to have online reviews and ratings for others to get a sense of your company’s reputation. Negative reviews, a lack thereof, and poor replies to reviews will hinder your opportunities to recruit, hire, and retain employees. 70% of people surveyed indicated that they changed their opinion about a brand after seeing the company reply to a review.
  • 75% of active job seekers are likely to apply to a job if the employer actively manages its employer brand. Consistently posting company updates and sharing articles will build trust for job seekers and credibility for your brand, and actively investing in employer brand can reduce turnover by as much as 28%.
  • 86% of women and 67% of men in the United States wouldn’t join a company with a bad reputation, and 50% of candidates won’t work for a company with a bad reputation, even for a pay increase. This is why having a strong employer brand is necessary for recruiting, hiring, and retaining employees. Having a strong brand as an employer can even reduce the cost per hire by up to 50%, while a negative reputation can cost employers up to 10% more per hire.
  • 68% of Millennials, 54% of GenXers, and 48% of Boomers visit employers’ social media pages specifically to evaluate their brand. You want to make sure all online presences are in top shape for the recruiting process.

Tips on building employer brand:

  1. Market your brand as if you are selling a product or service in an advertisement. This should be an on-going working process.
  • Make your Employment Brand a Team Effort. Encourage your employees and clients to engage on social media platforms and leave a review online describing their experience working with your team. 
  • Promote the good and fix the bad. Reply to and take into account all reviews on your profile, positive and negative, in a professional manner as this demonstrates you are actively working to improve your brand and you value your employees’ and clients’ perspectives. 
  • Consistently post company updates and share articles to show job seekers that you are actively invested in your brand.
  • Make sure all online properties are up to date with correct information and ready to be reviewed by potential employees! 

Source: Glassdoor – Responding to Negative Glassdoor Reviews FAQs. The Most Important Employer Branding Statistics to Know, and Employer Brand Best Practices