2020 Employer Branding Strategies – Nine trends you need to know

Creating a workplace culture that attracts the right talent is not only desirable; it’s essential in today’s world. As the war for talent heats up, candidates are increasingly choosing which companies to work at. And they are often evaluating a company on whether their career goals are aligned with a brand and whether companies are offering the right workplace experience – which includes best in class learning tools, a supportive work environment, and technology tools that are at par with global standards.

The SEA region offers immense growth opportunities, but it is also a complex region due to the differences in workplace culture, and the expectations of a young working population. To understand the key shifts from a recruiter’s standpoint on employer branding, a research study was conducted by People Matters and Indeed, between August to October 2019. Over 100 companies took part in the study that featured inputs from CEOs, CHROs, Regional Human Capital leaders, and many more.

The research study collected insights on 1) The components of the right employer brand. 2) Mapping candidate perceptions and 3) The state of employer branding.

Here are four trends from the study:

1. Need to increase investments in technology

Most regional HR leaders are unanimous when it concerns investments in technology. Whether it is easing the onboarding process, or upgrading your career site, the technology experience is often one of the first touchpoints for candidates experiencing the brand. 81% of the respondents said that there was a need to increase investments in technology tools for employer branding.

2. A multi-channel strategy

When it comes to amplifying a brand message, recruiters can choose from several channels. And that includes both online and offline channels. The research showed that professional networking sites and career websites ranked high on the priority list. Other outreach methods included social networking sites, web advertising, etc., to find the complete list of channels along with the most preferred sources. Download the report here.

3. Top workplace attributes

“Great working environment” and “Compensation” rank high on the workplace attributes that candidates value. 63% of the respondents of the survey said that learning opportunities are also a key factor among candidates evaluating a company’s offer.

4. Measuring impact

When asked about how companies are measuring the impact of their employer branding strategies, a majority of the respondents noted that the quality of applications is a key determiner in whether their outreach and campaigns work. Other factors include a reduction in time to hire and even long-term measures like employee retention.

For more detailed insights on the complete nine trends covering the SEA region, which include: 

• Technology investments in analytical tools vs. digital tools

• Stakeholders responsible for executing and decision making

• Effective strategies to boost employer branding

• Critical steps in the employer branding roadmap

• Percentage of the overall branding budget allocated to employer branding

Download the People Matters and Indeed report on the “2020 Employer Branding Strategies”.