In this signature research, conducted in partnership between the Human Capital Institute and Allegis Global Solutions, we investigate ways organizations can attract this new type of job seeker by taking charge of their employer brands, projecting them to the right audience and being seen as an employer of choice for top talent. To conduct the research, we surveyed almost 300 Human Resources practitioners; 53% of whom are at the director-level or above. From a quantitative survey, interviews with thought leaders, and secondary research, the following results were revealed:
- A candidate’s market: The majority of organizations surveyed report having a larger number of open positions, offering higher starting salaries, increased turnover for critical roles, and longer time to fill—all indicators that the power has shifted from the employer to the candidate.
- The need to adapt: To address this shift, more employers are putting a higher priority on recruitment activities that build brand awareness, such as employer branding, social media, improved company websites, and strengthening their Employee Value Proposition (EVP) and employer brand.
- Qualities of a strong EVP: When asked what they feel is most important to the EVP, the top choices were offering more developmental opportunities (84%), increasing recognition for performance (82%), continuous feedback and coaching from managers (81%), and increasing collaboration among employees (78%).
- Biggest roadblocks: The top two challenges companies face in developing and communicating their employer brand are a lack of staff to do the work and branding not being seen as a top priority.