Employer branding has been a hot topic for some time. The perception of what a business would be like to work for is built from a number of interactions and sources, some within the organisation’s control and some outside of it. The issues around it are debated long and hard in the blogosphere, at conferences and on webinars and podcasts. Certain words always arise – e.g. authenticity, culture, talent, differentiation – almost to the point of becoming cliches and losing their meaning.
So what are the real challenges that businesses face?
I have recently worked in partnership with regular co-collaborator Matt Alder, and in conjunction with employer brand solution provider Papirfly, to research what’s really going on in the market. We conducted in-depth interviews with a number of talent acquisition leaders. We wanted to understand the issues that practitioners face on a daily basis, how they handle them, what content they turn to and which conversations they join.
Our research found that they all face a number of similar challenges regardless of the sector in which they operate. These Employer Brand challenges cover a broad range, from alignment with internal processes and the employment experience, to overcoming negative reputations and the best ways to utilise employee generated content. And in these data driven times the questions of measurement and validation are never far away.
You can read more about these, and potential solutions, in our Pulse Report – which can be downloaded by clicking on the image below – and also from listening to this podcast in which Matt discusses the research findings with Papirfly’s Client Director Sara Naveda
Papirfly’s Employer Branding Insight Report was produced by Two Heads Consulting, a research, insight and content collaboration between Mervyn Dinnen and Matt Alder