A Strong and Intentionally Cultivated Employer Brand is Key to Attracting and Retaining Talent – According to New Study by the HR Research Institute

JACKSON’S POINT, ONTARIO (June 23rd, 2021) — Organizations with strong employer brands reap multiple benefits. In fact, compared with companies with weaker brands, employees of these organizations are about three times more likely to say that they’ve intentionally cultivated a brand that is well known, that their employer brand engages and retains current employees, and that their brand reflects the organization’s values and mission.

The free research report, The State of Employer Branding and Recruitment Advertising 2021, is now available for download.  HR.com’s Research Institute conducted the study of HR professionals to take an in-depth look at the current state of recruiting and hiring processes to prepare for building a compelling employer brand to help attract and retain the best possible talent heading into the future.

Eighty percent of organizations have an intentionally cultivated employer brand. However, only about  half (54%) say their employer brand is well known. And some companies (17%) indicate they don’t even have an employer brand, although they are developing or considering one.

Looking at organizations that report their recruitment advertising efforts do an excellent job at attracting high-quality candidates, they are:

  • three times more likely to say they’ve intentionally cultivated a brand that is well known
  • three times more likely to say their employer brand engages and retains current employees
  • nearly three times more likely to say their brand reflects the organization’s values and mission
  • considerably more likely to use employee KPIs and Net Promoter Scores to measure and evaluate their employer brand

“Focusing efforts on ensuring a strong brand is critical for employers as we emerge from the cloud of Covid-19 pandemic challenges,” stated Debbie McGrath, Chief Instigator and CEO of HR.com. “Lack of intentional branding and recruitment strategies may not only lead to a loss of good candidates but also to a loss of business!”

Download the full report which includes details on ten key takeaways to help HR departments gain insights into how to ensure successful hiring and retention with well-planned branding and recruitment marketing.


About HR.com and the HR Research Institute

HR.com’s HR Research Institute helps HR departments keep their finger on the pulse of HR!  HR.com is committed to creating inspired and informed workforces by maximizing the potential of HR professionals around the world.  Over 1.92 million HR professionals rely on HR.com as the foremost, trusted industry resource for education, career development, and compliance (that many people can’t be wrong!).  Offerings include the largest network of HR executives, leading-edge industry research from the HR Research Institute, 13 monthly HR-themed epublications, innovative HR education including 250+ annual webcasts, the most comprehensive HR certification exam preparation program supporting SHRM and HRCI certification, as well as helpful HR tools and legal compliance updates. HR.com has the largest knowledge base of HR practices globally and offers unparalleled training and networking for HR professionals all over the world… 24/7… 365 (just in case you can’t get enough HR).  Visit www.hr.com/featuredresearch to download research (always free) and to maximize HR potential. #hrresearchinstitute

For more information, contact:

Jenna Watson Gudgel
PR Manager, HR.com
[email protected]
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