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The State of Employer Branding in 2016: More Important Than Ever, But Far From Perfected

The State of Employer Branding in 2016: More Important Than Ever, But Far From Perfected
From Recruiter - July 11, 2016

In June, Universum releasedEmployer Branding Now, a wide-ranging report that surveys the state of employer branding in 2016. Over the course of the next few weeks, well be diving into report in depth to explore some of the conclusions it draws and the prescriptions it issues. Today, we start with a general overview of the reports findings.

It looks like all that talking about the importance of employer branding has finally turned into some walking: According to Universums latest report, 59 percent of global leaders are spending more money on employer branding initiatives this year compared to 2015. Furthermore, 62 percent of leaders say employer branding is a top priority for 2016.

According to Jonna Sjvall, senior vice president of talent attraction and employer branding at Universum, increasing interest in employer branding among global talent leaders is due to the fact that employer branding has proven itself to be a key competitive differentiator in the recruitmentarena.

The world is changing fast, and companies need to adapt their strategies, Sjvall says. As it gets more and more critical to get the right people to join them, companies are realizing that talent is a critical aspect of business success.

EVPs: Theyre Not Just for HR Anymore

Given that more business leaders see employer branding as a key strategic advantage instead of a fun little HR project, it should come as no surprise that employer value propositions(EVPs) have also gained importance in the eyes of the C-suite. EVPs define the value that an employer can offer prospective candidates should they become employees. As such, an organizations EVP can be the difference between attracting the best amd settling for whoever happens to apply.

Whereas EVPs used to be viewed as isolated recruiting tools, many organizations now see them as pieces of the larger organizational puzzle:

- 83 percent of companies say their EVP is strongly linked to their core vision/mission;

- 72 percent say the EVP isstrongly linked the the companys values;

- 75 percent say the EVP isstrongly linked to the companys talent strategy;

- 60 percent say the EVP is associated with the companys business strategy;

- and 59 percent saythe EVP is linked to the companys corporate brand.

According to Universums report, this level of alignment between the EVP and the overall corporate strategy represents a significant positive change from just a few years ago.

Companies are pressured to succeed in an ever-changing environment, consequently competing more and more for top talent, Sjvall explains. In order for organizations to really be successful at this, employer branding needs to be tied to the overall business objectives and priorities. Employer branding activities should always tie into the bigger picture of the brand, the strategy, and the execution of the strategy.

WhileSjvall says that many companies still have a lot of work to do when it comes to aligning their talent strategies with their business objectives, she notes that most organizations are certainly moving in the right direction.

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