For this report, we conducted various analyses to gain insights into which practices are most widely used by organizations with higher levels of success. Specifically, we analyzed responses and segmented the data into two groups:
- Well-branded organizations: Those who report that their organization’s branding efforts do an excellent job at attracting high-quality candidates.
- Less-branded organizations: Those that report their organization’s branding efforts do a moderate or poor job at attracting highquality candidates
Of course, correlation is not the same as causation. While we cannot state that any particular practice will definitely lead to a successful employer branding, we do see intriguing relationships that might result in greater success.
High performers excel at creating a well-known brand
Eighty-eight percent of those who say their employer brands do an excellent job at attracting high-quality candidates also say they have intentionally cultivated a brand that is well known. This compares to only 26% of less-branded organizations, a difference of 62 percentage points. The key word here is “intentional.” Well-branded organizations do not leave developing a reputable and engaging employer brand to chance; they work at it.
Well-branded organizations tend to achieve better outcomes
In addition to attracting quality job applicants, well-branded organizations tend to achieve better outcomes in other areas as well. When compared with the less-branded organizations, well-branded ones are better able to attract/engage employees, amplify the overall corporate brand, reflect the organization’s mission and values, and enhance the organization’s reputation. It is interesting to note that brands used to attract candidates in the first place also aid in the engagement of current employees.
Well-branded organizations are more serious about measurement
Well-branded organizations are three times more likely to measure and evaluate the strength of their employer brand. Seventy-eight percent of them say they evaluate brand strength while only 10% of the lessbranded organizations do so. Well-branded organizations are also more likely to use a wider range of metrics including key performance indicators, Net Promoter Scores and more.
