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2014ebiemployerbrandingglobaltrendsstudyreportminchingtonl-140530031743-phpapp02.pdf

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2014 Employer Branding Global Trends Study Report Brett Minchington MBA Chairman/CEO Employer Brand International May 2014 www.employerbrandinternational.com           OUR PASSION        Connecting PEOPLE & ORGANISATIONS   around the world to build   employer brand leadership capability                  1 Table of Contents  Message from the Chairman/CEO................................................................................................................. 4  The Employer Bra
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  www.employerbrandinternational.com 2014 Employer Branding Global Trends Study Report Brett Minchington MBA Chairman/CEO Employer Brand International May 2014    OUR   PASSION   Connecting   PEOPLE   &   ORGANISATIONS   around   the   world   to   build   employer   brand   leadership   capability   1    Table   of    Contents   Message   from   the   Chairman/CEO.................................................................................................................   4   The   Employer   Brand   International   Team   ......................................................................................................   5   About   Employer   Brand   International   ............................................................................................................   6   Connect   with   our   international   employer   branding   online   communities   .......................................................   7   Research   partner   acknowledgements   ...........................................................................................................   8   Objectives   ....................................................................................................................................................   9   Method   .......................................................................................................................................................   9   1.0:   EXECUTIVE   SUMMARY   .........................................................................................................................   10   2.0:   IMPLICATIONS   FOR   BUSINESS   ..............................................................................................................   14   3.0  ‐ PART   1:   ..............................................................................................................................................   17   GLOBAL   SURVEY   RESPONDENTS:   DEMOGRAPHICS   ......................................................................................   17   Demographics   (Global)   ...............................................................................................................................   18   3.0  ‐ PART   2:   GLOBAL   &   REGIONAL   FINDINGS   .............................................................................................   21   Employer   Brand   Responsibility   .........................................................................................................................   22   Figure   1:   Which   department(s)   is   currently   responsible   for   managing   your   employer   brand?   ..................   22   Table   1:   Inside   the   regional   data  ‐ Departments   responsible   for   managing   the   employer   brand   ..........   23   Expenditure   Forecast   ........................................................................................................................................   24   Figure   2:   In   2014   what   are   your   plans   for   expenditure   on   employer   branding   activities?..........................   24   Table   2:   Inside   the   regional   data  ‐ Investment   plans   for   employer   branding   ..........................................   25   Employer   Brand   Strategy   ..................................................................................................................................   26   Figure   3:   Has   your   company   developed   a   clear   employer   branding   strategy?   ...........................................   26   Table   3:   Inside   the   regional   data  ‐ Status   of    employer   brand   strategy   ...................................................   27   Employer   Branding   Initiatives   ...........................................................................................................................   28   Figure   4:   Which   activities   are   you   currently   undertaking   to   enhance   your   employer   brand?   ....................   28   Table   4:   Inside   the   regional   data  ‐ Which   activities   are   you   currently   undertaking   to   enhance   your   employer   brand?   ......................................................................................................................................   29   Achieving   employer   branding   objectives   ..........................................................................................................   30   Figure   5:   How   important   are   the   following   in   order   to   achieving   your   employer   branding   objectives?   ....   30   Table   5:   Inside   the   regional   data  ‐ Achieving   employer   branding   objectives   ..........................................   31   Attracting   talent   ...............................................................................................................................................   32   Figure   6:   How   important   do   you   believe   the   following   employer   brand   attributes   are   in   attracting   new   talent   to   your   company?   ..............................................................................................................................   32   Table   6:   Inside   the   regional   data    –   The   most   important   employer   brand   attributes   to   attract   talent   ...   33   2    Employer   Branding   Challenges   .........................................................................................................................   34   Figure   7:   What   are   the   challenges   you   have   encountered   in   managing   your   employer   brand   program?   ...   34   Table   7:   Inside   the   regional   data  ‐ Challenges   in   managing   the   employer   brand   program   .....................   35   What’s   important?   ............................................................................................................................................   36   Figure   8:   Which   of    the   following   is   most   important   to   you?   .......................................................................   36   Table   8:   Inside   the   regional   data  ‐ What   is   important   to   people?   ...........................................................   37   Employer   Brand   Metrics   ...................................................................................................................................   39   Figure   9:   What   metrics   does   your   company   use   to   measure   return   on   investment   (ROI)   of    your   employer   brand   strategy?   .............................................................................................................................................   39   Table   9:   Inside   the   regional   data  ‐ Metrics   used   to   measure   return   on   investment   (ROI)   of    the   employer   brand   strategy   ..........................................................................................................................................   40   Employer   brand   communications   .....................................................................................................................   41   Figure   10:   What   is   the   main   communication   medium   your   company   is   planning   to   use   to   communicate   your   Employer   Brand   during   2014?   ..............................................................................................................   41   Table   10:   Inside   the   regional   data  ‐ Communicating   the   employer   brand   in   2014   .................................   42   Most   Effective   Employer   Branding   Initiatives   ..................................................................................................   43   Figure   11:   Which   activity   has   been   most   effective   in   enhancing   your   company’s   employer   brand?   .........   43   Table   11:   Inside   the   regional   data    –   Most   effective   employer   branding   initiatives   ................................   44   Major   benefits   ..................................................................................................................................................   45   Figure   12:   What   are   the   main   benefits   you   have   gained   from   your   employer   brand   program?   ................   45   Table   12:   Inside   the   regional   data  ‐ Main   benefits   of    employer   branding   ..............................................   46   Appendix   A:   Employer   Brand   Excellence   Pathway   ......................................................................................   47   Appendix   B:   Employer   Brand   Excellence   Framework   ..................................................................................   49   Additional   resources   ..................................................................................................................................   51   3
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