Employer brand is more important than ever and is a key driver in gaining the interest of job seekers, according to research.
RPO provider ManpowerGroup Solutions conducted the report. Survey findings show that one in four job seekers believe that company reputation is important when making their next career move.
The study questioned more than 200 US job seekers. It found that candidates are increasingly seeking employers with a clear corporate identity and positive reputation.
Brand reputation is now as important as the type of work and pay when it comes to a candidate’s motivation.
Lisa Schiller, Vice President of Client Delivery at ManpowerGroup Solutions RPO, says: “Employer brand is an increasingly powerful tool for creating competitive advantage in today’s marketplace.
“HR professionals that can draw out the uniqueness of their company’s brand and reinforce a compelling dialogue with candidates, but also current employees, will find top recruits heading straight to them – creating a robust talent pipeline for filling present and future positions within the organization.”
The survey also revealed that nearly nine out of 10 candidates use company websites as their preferred source of information about a prospective employer. Search engine results (52%) and peers (45%) ranked second and third, respectively.
Company websites are critical to brand development. 36% of job seekers cite that detailed company information, job opportunity and compensation is the most valuable information.
To attract the best talent then, ManpowerGroup Solutions say companies must ensure their website is dynamic and content-driven.