New candidate survey from ManpowerGroup Solutions finds company brand key to attracting top talent

ManpowerGroupManpowerGroup Solutions, the world’s largest RPO provider, today released an insights paper, “If You Build It, They Will Come: The New Role of Employer Brand,” based on new research into candidate preferences, behaviors and motivators. The report finds one in four job seekers consider company reputation a driving factor when making career decisions and urges employers to implement new strategies to better engage talent with the company’s mission.

The survey of more than 200 U.S. job seekers shows candidates are increasingly seeking employers with a clear corporate identity and positive reputation. Brand reputation is now as important as type of work and pay when it comes to a candidate’s motivation.

“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,” said Lisa Schiller, vice president of client delivery, ManpowerGroup Solutions RPO.

The survey also highlighted the power of a tool that is often underestimated: the company website. When seeking information about prospective employers, candidates use corporate sites three times more (86%) than social media networks or news outlets (27%). Company websites are a critical component of brand development, with 36% of job seekers citing detailed company information, job opportunity and compensation as the most valuable information. If companies are serious about attracting the best talent then they must ensure their website is dynamic and content-driven.

Key Survey Findings: 

  • Nearly nine out of 10 candidates still use company websites as their primary source of information about a prospective employer. Search engine results (52%) and peers (45%) ranked second and third, respectively.
  • Nearly one-third of candidates used social media networking to gather information about an organization or open position. The most popular websites for this activity included Facebook, Google+ and LinkedIn.
  • Face-to-face interviews are still the preferred form (72%) of connection with potential employers, followed by phone screenings (16%), group interviews (8%) and Skype interviews (2%).
  • Instagram also emerged as a new tool for 15% of job seekers — especially among respondents comfortable with video technology.

Based on these findings, ManpowerGroup Solutions offers steps to guide employers when building their employee brand. The top three are:

  1. Be candidate-centric: think like a marketer and know your candidate by accounting for their unique motivators, needs and life stages.
  2. Be authentic: establishing an emotional connection is what will set an employer apart, so be spontaneous and avoid the impulse to control what brand ambassadors say and do on social media.
  3. Be consistent: create marketing guidelines for recruiters so they know what messages to impart about the company and speak with one voice when addressing candidates.

“At a time when 50% of U.S. employees do not believe their employer to be open or honest, employers must understand the importance of building a brand based on trust and mutual respect,” said Schiller. “Employers must seize the opportunity to be bold, authentic and consistent across all platforms to attract and retain the best talent of tomorrow.”

Puedes estar interesado

Las emociones en un entorno digital
El comentario del Foro RRHH
132 vistas
El comentario del Foro RRHH
132 vistas

Las emociones en un entorno digital

redaccion - 15 septiembre 2019

En estos momentos casi todo es digital. Los que nos hemos adaptado a este mundo -casi de forma obligada y…

Hoy 16-09-2019 en Foro Recursos Humanos a las 12:00
Foro RRHH en directo
85 vistas
Foro RRHH en directo
85 vistas

Hoy 16-09-2019 en Foro Recursos Humanos a las 12:00

redaccion - 15 septiembre 2019

Hoy en Foro Recursos Humanos podrás escuchar, como cada semana a las 12:00 horas en CAPITAL RADIO (105,7 de FM),…

Jorge Herraiz, nuevo director de Rewards & Performance de Aon para España y Portugal
Líderes
127 vistas
Líderes
127 vistas

Jorge Herraiz, nuevo director de Rewards & Performance de Aon para España y Portugal

Redacción RRHH - 13 septiembre 2019

Aon, empresa líder en servicios profesionales globales, ha anunciado el nombramiento de Jorge Herraiz como su nuevo director de Reward…

La transformación digital de empresas a través del marketing y la comunicación: UNIR analiza el caso del BBVA
Talento y Cultura
183 vistas
Talento y Cultura
183 vistas

La transformación digital de empresas a través del marketing y la comunicación: UNIR analiza el caso del BBVA

Redacción RRHH - 13 septiembre 2019

El próximo 30 de septiembre desde la UNIR analizaremos cómo ha sido el proceso de transformación digital de empresas destacadas.…

La inteligencia de negocio, una solución adecuada para las Pymes
El comentario del Foro RRHH
144 vistas
El comentario del Foro RRHH
144 vistas

La inteligencia de negocio, una solución adecuada para las Pymes

Redacción RRHH - 13 septiembre 2019

El origen de la inteligencia de negocio está en 1960, siendo el DSS (Decision Support Systems) el primero, luego aparecieron…

Ignacio Travesí, nuevo VP of Sales de Cobee
Líderes
223 vistas
Líderes
223 vistas

Ignacio Travesí, nuevo VP of Sales de Cobee

Redacción RRHH - 12 septiembre 2019

Cobee, única plataforma que mediante una app permite a los empleados gestionar su plan de beneficios y retribución flexible sin…

Este sitio web utiliza cookies para que usted tenga la mejor experiencia de usuario. Si continúa navegando está dando su consentimiento para la aceptación de las mencionadas cookies y la aceptación de nuestra política de cookies, pinche el enlace para mayor información.plugin cookies

ACEPTAR
Aviso de cookies