How has employer branding evolved over the past year? Universum Global, which provides services in employer branding, and DHI Group Inc., an online careers resource and talent acquisition platform with major operations in Urbandale, have answers in their annual Employer Branding Now report. 

The report is built on surveys from nearly 2,500 HR managers, marketing managers, talent acquisition, recruiting and resourcing managers from 50 different countries.

“Employer branding has moved on considerably over the last 12 months with significantly more companies defining an employer value proposition, a continued shift in investment to social media marketing, and a far greater emphasis on employee generated content, advocacy and referral than last year,” said Universum’s global head of strategy, Richard Mosley.

“The market to attract talent has become increasingly difficult over the years as professionals, particularly those in tech, choose companies not just based on compensation, but on work/life balance, career growth opportunities and environment,” added Michael Durney, president and CEO of DHI Group. “Successful employers recognize employment branding as a critical part of the recruitment process as it’s often a company’s first opportunity to show value to candidates.” 

The study also compares the companies against the World’s Most Attractive Employers, which surveys candidates and students globally to learn which companies are of interest and why.

The findings concluded that 84 percent of those most attractive employers have developed an Employer Value Proposition, while only 67 percent of large, 55 percent of medium and 30 percent of small companies have developed an EVP.

To download the full report, click here.