Companies struggle in building their employer brand online

In the Talent Management Barometer, 80% of executives and HR leaders say their employer branding will become more important to attract and retain the right talent in the future. The survey, which investigates how prepared companies are in the quest for talent, covers the Swedish market and this year includes a special section on employer branding. Findings suggest that most companies have a long way to go in the digital age as 82% of respondents claim they are not satisfied with the way their organisations build the employer brand online.

In the Talent Management Barometer, 80% of executives and HR leaders say their employer branding will become more important to attract and retain the right talent in the future. The survey, which investigates how prepared companies are in the quest for talent, covers the Swedish market and this year includes a special section on employer branding. Findings suggest that most companies have a long way to go in the digital age as 82% of respondents claim they are not satisfied with the way their organisations build the employer brand online.

War for talent demands more

According to the survey results 7 out of 10 executives and HR leaders say they need to invest more resources in their employer branding work.

“Most organisations have realised that the ability to attract and retain the right employees is business critical and a strong employer brand has become a basic necessity to do that when the competition for talent is increasing. As an organisation you need to make sure that potential, current and former employees have a perception and experience of you that is attractive and engaging", says Tommie Cau, talent communication advisor at Comprend.

Untapped potential for most organisations

Despite the importance of employer branding the survey shows that only 22% of executives and HR leaders are satisfied with the current employer branding work being done in their organisations.

“The survey confirms that there is a big gap between what the management say they need moving forward and what they do today. That means a lot of potential for organisations taking a more strategic and firm approach to their employer branding", says Tommie Cau.

Employers fall behind in digitalisation

Most alarming perhaps is that only 18% are satisfied with their organisations digital communication in employer branding. Numbers that need fast improvement according to Tommie Cau.

“Job seekers and employees today are mature digital consumers in both choice of channels and how they consume information and content. Employers need to adapt fast and start thinking and applying digital employer branding, otherwise they will lose the quest for the best employees. For employers moving fast this is a source of substantial competitive advantage”

For more information 

Please contact Tommie Cau, Head of Talent Communication, +46 702607093, tommie.cau@comprend.com, for more information about the survey and talent communication.

About the survey

The Talent Management Barometer 2016 is conducted by talent management consultants Stardust, digital communications agency Comprend, the Swedish HR organisation and magazine Personal & Ledarskap. The survey has been conducted since 2011 and this year 243 executives and leaders participated.