Responsibility for employer branding often involves multiple stakeholders
Employer Brand Design and Strategy
Although HR often plays a role, there is no consensus about who is ultimately responsible for the design of employer brands and the strategic plan for how to use those brands. HR is most likely to be the group responsible for design and strategy, but other stakeholders may play a role as well. In fact, HR plays no role at all among about half of organizations. Aside from HR, senior leaders and marketing departments are about equally likely to have the greatest responsibility for the employer brand strategy and development.
In about a fifth of cases (18%), joint teams are most responsible. In 81% of such joint teams, members of the HR department are on that team, followed by members of marketing (62%) and communications (59%) departments.
Day-to-Day Management of the Employer Brand
HR is more likely to have the primary responsibility for the day-to-day management of the employer brand, cited in 40% of cases. Even here, however, other stakeholders often play a role. In fact, members of the senior leadership, marketing and communication teams are about equally likely to have such responsibility.
In 17% of cases, joint teams are most responsible. In 81% of such joint teams, members of the HR department are a part of that team, followed by members of marketing (66%) and communications (55%) departments.
On Collaborations
Our view is that while HR should take the lead role in developing and maintaining a strong employer brand, it can and should benefit from collaboration with other stakeholders, especially marketing experts. After all, the best practices for employer branding tend to parallel those required for your overall company brand.