Employer Branding Trends from Employer Branding Insights 2011

The data featured comes from Universum’s Employer Branding Insights 2011 report.

Trend no. 4 — Employer image and attractiveness is the most important element of finding the right talent for your organization.

• Among employers who have been able to attract the right talent, 76% select the attractiveness of their employer reputation and image as a factor. Nearly as important for these employers is their people and culture (61%), while competitive pay is comparatively less important (34%).
• By contrast, visibility and attractiveness stand out as the primary struggles for those employers who have not been able to find and attract the right talent.

Click on the chart to see the full size. Question: how have you been able to attract the right and competent people?

Click on the chart to see the full size. Question: why are you not finding and attracting the right and competent people?

Implication: while a range of inputs/variables can help you find the right talent, developing your profile and image as an employer with an attractive image/reputation is critical. Currently, there is a clear trend that employers are shifting their focus from “top talent from top universities” to “ideal talent for our culture.” In other words, the level of academic skill is less important than the person’s ability to apply those skills within the specific company culture. Employers have also realized that diversity – academic as well as ethnic – strengthens their business. Therefore, mixing people from different universities and with different degrees is a high priority. Simultaneously, talent groups are continuing to prioritize cultural fit and values over financial benefits when they choose employers.