There is good news and bad news when it comes to employer branding. The good news is that two-thirds of organizations have an intentionally created employer brand, and about a third say their brand is not only intentionally created but is well known. The bad news is that nearly a third of respondents say they do not have an intentionally created employer brand. There is an adage in traditional business and management circles that says, “You can’t manage what you can’t measure.” Measuring something is the price of admission for improving or managing it, and employer brand is no exception. Relatively few organizations evaluate employer brand in terms of quality of hire or the quality of job applicants, though both appear to be among the most rigorous and pertinent of metrics. If we accept the proposition that the primary strategic goal of recruitment advertising is to attract high-quality candidates, the following data represents a serious disconnect between the current level of performance and desired outcome for recruitment advertising. Only 11% of the participants say their advertising efforts are excellent at attracting quality candidates, while another 37% say their advertising is good.
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