New York, NY, July 29, 2014 – Hudson RPO, a division of talent solutions provider Hudson (Nasdaq: HSON), and HRO Today magazine have released a report entitled “How to Launch a Successful Employer Brand: Building on the Practices of Top Employer Brands.” To download your free copy, visit EmployerBrandGuide.com.
Report research included one-on-one interviews with human resource executives from top employer brand companies such as Disney and Microsoft as well as survey input from 324 global human resource leaders. The report analyzes the practices that distinguish top employer brands from others and provides advice, tips and recommendations on implementing an employer brand program to engage quality candidates and improve employee retention. An employer brand is defined as the perception of the organization as a great place to work by both current and potential employees. In short, it is the organization’s reputation as an employer.
“A strong consumer brand can help companies attract top talent to their organizations. However, a clearly defined employer brand will help ensure that those they hire will not only have the right skills, but also be a solid fit with the company’s culture and work environment – resulting in greater employee productivity, increased levels of engagement and higher rates of retention,” said Kimberley Hubble, Global Leader of Hudson RPO.
The report details how companies with strong employer brands focus on key program components to ensure effective candidate attraction and employee engagement, including creating an employer brand strategy; defining a value proposition for current employees; engaging the CEO as a key sponsor; promoting the brand through multiple communication channels; and measuring the return on investment.
“Leading employer brands do not just happen,” said Elliot Clark, Chairman and CEO of SharedXpertise Media, LLC, who oversees company management and the publication of HRO Today. “Rather, these companies devote time and resources to clearly define and document an employer brand strategy, involve multiple departments in promoting the employer brand and assign distinct organizational responsibilities for owning and managing it. Top companies also invest more money into employer brand programs – 52% more – than their lesser brand counterparts,” Clark added.
Other key findings include:
- Nearly one-half (44.6%) of Top Employer Brands indicated that they have defined organizational responsibilities for their brands, versus only 17.6% of Other Brands.
- Top Employer Brands focus more on value to current employees – 49.1% of Top Brands have a documented up-to-date employee value proposition versus 20.0% of Other Brands.
- Top Employer Brands have an average budget of 70% more than Other Brands to support their employer brand initiatives.
- The importance of the employees’ role in promoting the employer brand was rated 75.7 out of 100 for Top Brands versus 51.0 among Other Brands.
The report is based on a survey of HRO Today readers as well as on one-on-one interviews with key executives at major corporations considered top talent recruitment and engagement brands in various “Best Places to Work” and Glassdoor reviews. Survey respondents were asked to rate their respective employer brands on a scale of 1-5, with 1 being poor and 5 being excellent. Top Employer Brands were defined as those rated 4 or 5, while Other Brands received ratings between 1 and 3. In total, 148 Top Brands and 176 Other Brands responded to the survey. The survey responses from those considered top brands tracked closely with responses from the companies interviewed.
About Hudson RPO
Hudson RPO specializes in recruiting professional-level candidates for mid- to large-cap multi-national corporations in select industries. Hudson RPO offers a wide range of recruitment process outsourcing services including outsourced recruitment; custom blended RPO/MSP solutions; project recruitment; contingent workforce solutions; and consulting services. A global force in talent acquisition solutions, Hudson RPO designs, implements and manages custom RPO programs. More information is available at http://HudsonRPO.com and @HudsonRPO on Twitter.
About HRO Today Magazine
HRO Today magazine and newsletters are read by more than 140,000 HR executives and leaders worldwide and covers the latest industry trends in HR outsourcing, services, shared services and operations. HRO Today magazine is the publication of choice for the most senior executives facing the strategic decisions about operational excellence. HRO Today and www.hrotoday.com offer the best content choices for the HR leaders seeking online information in the form of newsletters, webinar series and online video content. HRO Today is a product of SharedXpertise. With offices in the U.S. and Europe, SharedXpertise is the leader in media, summits and membership forums in the fast-growing HR, HR outsourcing (HRO) and Corporate Responsibility (CR) markets. Magazines include HRO Today, CRO and HRO Europe.
Web properties include HROToday.com, TheCRO.com, HROEurope.com and SharedXpertise.com. Conferences include CRO Conferences, HRO Summit, RPO Summit, HRO Summit Europe and the HR Demo Show. With over 120,000 print and 1,500,000 online readers, 3,000 conference attendees and managing over 1,000 members, SharedXpertise continues to lead its markets by providing information to the buyers and influencers in the industries leading the responsible globalization of the world economy. Find more information at www.sharedxpertise.com.
Hudson is a global talent solutions company with expertise in leadership and specialized recruitment, contracting solutions, recruitment process outsourcing, talent management and eDiscovery. We help our clients and candidates succeed by leveraging our expertise, deep industry and market knowledge, and proprietary assessment tools and techniques. Visit Hudson.com for more information.