24 February 2022

10 Employer Branding Statistics for 2022

For a while, employer branding has been one of the most talked-about areas in HR. But in 2022, it’s gone mainstream and on the radar of all business areas, from leadership to marketing. And, we promise it’s not just a buzzword that’s come from the depths of the internal comms team. 

If you’re sitting questioning why employer branding is so important, well, you’ve come to the right place. Our team are constantly scouring the interwebs for the latest employer brand trends to talk to clients about, so we’ve pulled together the most need-to-know facts and figures.

If you already know why it’s important, use these statistics as the proof you need to get other teams in your business to pay attention and invest in employer branding. 

1. 60% of the general public will choose a place to work based on their beliefs and values 

A good salary alone won’t cut it, people want an employer they can feel proud of—one to gladly put on their LinkedIn profile and talk to their friends about. By being more open about your company beliefs and values, you have a better chance of resonating with your employees (and attracting new recruits).

Source: Edelman Trust 2022 

 2. The #1 obstacle in the application process is not knowing what it’s like to work at an organisation. 

Naturally, unless you know someone on the inside, it’s almost impossible to know what it’s like behind closed company doors. People will look at company reviews, the website and social channels to get an idea, but if you’re not showcasing what it’s like to work there, you’re not telling your employer brand story right. See how HR is starting to sound a lot more like marketing? 

Source: LinkedIn

3. 92% of people consider changing jobs to a company with an excellent corporate reputation. 

Gen Z and millennials have proven time and time again they want to do good in this world, and that doesn’t end when choosing a place to work.

Source: CR Magazine

4. 73% of millennials found their last position through social media

Suppose you needed another reason to keep a well-maintained social profile; millennials are using business social media accounts to decide whether your company looks like the sort of place they want to work. 

Source: Aberdeen group

5. The top three channels for improving employer brand are:

  • Company website (69%)
  • Online professional networks (61%)
  • Social media (47%). 

While it’s easy to assume the employer brand lives purely inside the company, the storytelling shouldn’t stay behind closed doors. A LinkedIn study revealed the top three channels for improving employer brand are external. 

Source: LinkedIn

6. 71% of consumers have stopped purchasing a brand after hearing news of that company’s poor employee treatment 

Employer brand doesn’t just impact employees or potential hires, it also impacts revenue. With the rise of cancel culture, many brands have witnessed the struggle of how poor employment has a lasting effect on their brand reputation. 

Source: CareerArc

7. 80% of the general population want CEOs to be personally visible when discussing public policy with external stakeholders or work their company has done to benefit society. 

There’s no more hiding for CEOs. Edelman Trust barometer has revealed there is now an expectation that companies should not only benefit society but for leaders to share this news. 

Source: Edelman Trust 2022

8. 84% of job seekers use company reputation to inform job applications 

Attracting the right talent is important for any business, in any role, not just HR. Each department wants to build its dream team, but you won’t get the applicants without a good corporate reputation no matter how good the opportunity. 

Source: Glassdoor

9. 9 out of 10 people are willing to reduce a percentage of their lifetime earnings for greater meaning at work 

Again, proving that the general public wants to do something good – and they’re willing to pay for it. Employers need to recognise their employees will be searching for something more in their day to day life, and if your business can’t provide it – it puts you at risk for them to move on. 

Source: Harvard Business Review

10. 6 in 10 believe the best thing a brand can do is ‘look after employees’  

It sounds so simple, but we all know that with deadlines, busy periods and remote working, the well-being of employees can often fall to the bottom of the list. A strong employer brand embedded in the company can be the saving grace here, so when times get hard, there is a foundation of employee understanding to utilise to ensure all colleagues are looked after. 

Source: McCann Truth Central 

Start your employer branding journey  

Whether you know it or not, your business has an employer brand. The question is, is it the right one? If you’re unsure, talk to us about it and get in touch to speak with an employee engagement consultant today. 

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