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Despite economic uncertainty companies still invest to build their employer brand PDF Print E-mail
Written by EBO Editor   
Friday, 16 August 2013 00:00

Media Release

16 July 2013

For information on how to obtain a copy of the full report please click here for the publisher's website>


“Despite economic uncertainty companies still invest to build their Employer Brand”

New research by Employer Brand International of more than 3000 organizations shows whilst the economic outlook remains uncertain in many countries, the smart companies continue to invest in their employer brand strategy with 39% of companies planning to increase their investment in the coming year. Interestingly, 57% of survey respondents said their company is planning for a growth phase and only 7% said business is declining.

The global study on a range of key employment variables was undertaken to assist leaders to better understand the regional variances in employment around the world and the key areas impacting on the success of the employer brand strategy in national and global companies.

It is no surprise respondents choose economic issues (41%) as the factor they believe will impact most on their business over the next two years. However, employee capability (18%) ranks second along with shortage of talent (15%) as major issues their company is facing.

Brett Minchington, Employer Brand International Chairman/CEO said, “The science and practice of employer branding continues to evolve and with industry powerhouses such as Linkedin and Randstad also conducting global research in employer branding, there has been a rise in interest in not only developed markets, but in emerging markets where growth forecasts look more positive in the coming years. We also continue to see companies such as Adidas, HSBC, Google, Siemens and Unilever create dedicated employer branding functions inside their company, recognizing the need for an increased focus on the employer brand in a talent short market.

“The research findings in countries such as Russia, Ukraine, Poland and Belarus suggests companies planning to grow their brands in these markets would benefit from an understanding of the key differences employees in these regions seek in their employment offer compared to colleagues in countries such as USA, Canada, Australia and New Zealand,” Minchington said.

On the question of who owns the employer brand strategy, the research shows there is a diversity of functions responsible for the employer brand strategy. 37% of employer brand strategies are driven by the human resource department, 18% by the CEO, 14% by marketing, 12% by the executive team and 11% by teams of human resource, marketing and communications professionals.

The level of senior support for the employer brand strategy is improving with 46% of respondents reporting their CEO supports their strategy.

Living the company values should not be based on rhetoric. This is supported by the survey findings with 60% of respondents reporting their employer brand strategy is aligned with their values and 59% with their mission and vision. 47% are also aligning their employer brand strategy with their organizational strategy.
The rapid uptake of social media over the past few years has had a significant impact on the workplace. Companies who block access to social media sites such as Facebook, Linkedin and Twitter do so at their peril. 69% of companies now allow employees to use social media during working hours. However 14% of companies continue to block access and 13% allow it during specific times.

The employer brand strategy is having most impact in companies on communications (63%), recruitment and induction (53%), developing people (43%) and talent management (30%).

Companies now have a plethora of channels to communicate their employer brand and to recruit from. However, employees believe the most effective recruiting channels in 2013 will be internal referrals (26%), social media (24%) and the career website (20%). Job boards rank fourth at 11%.

The survey found the most important traits companies look for in employees include a customer focus (63%), good communication skills (59%), collaborative skills (51%) and creative skills (39%). The skills they seek least include risk tolerance skills (8%) and diversity driven skills (9%).

Not optimizing talent is one of the major issues impacting on the ability of companies to exploit growth opportunities. The attributes which rate the highest in bringing out the best in employees include a collaborative environment (48%), commitment to employee development (36%), an innovative culture (36%) and a growing company (35%).

There are many obstacles faced by companies in recruiting talent. The survey findings show the biggest obstacles include, being hard to locate the best candidates (29%), not being able to afford the salaries requested by the best talent (28%), the career site not being optimized and not being effective in using social media to recruit (26% each).

Having advised leaders on the employer brand strategy in more than 50 cities around the world since 2007, Minchington said ‘It's not so much we are in a talent crisis; I would call it more of a matching crisis. There are 7 billion people on the planet and if you can’t find the talent to complete the tasks required then maybe it’s time to think about changing your business model.”

For further information, including how to obtain a copy of the full report including the country and regional variances please visit the publisher’s site: www.collectivelearningaustralia.com

For media inquiries please contact

Andrea Fielding
Global Relationship Manager
Employer Brand International

This e-mail address is being protected from spambots. You need JavaScript enabled to view it

About Employer Brand International
Employer Brand International provides research, advisory and thought leadership in employer branding through strategic consulting, conferences/training, publications, research and global think-tanks. EBI’s expert services are provided through an international network of expert employer brand Senior Associates. EBI’s Global Advisory Board consists of leading corporate professionals and academics from around the world.

For more information, please visit www.employerbrandinternational.com

Key survey demographics

Total Responses

Asia, Australia, Belarus, Canada, Europe (other), New Zealand, Poland, Russia, Scandinavia, South Africa, South America, Turkey, UAE, UK, Ukraine, USA

  • 56% of respondents are female and 44% male.
  • Responses come from a broad range of age groups with people age 30-39 providing 37% of responses, 40-49 years (26%) and 25% of responses were received from people aged 20-29. 2% of responses were received from people 60+.
  • 30% of responses were received from companies with more than 5000 employees. Companies with 101-1000 employees provided 25% of responses and companies with 1001-5000 employees provided 17%.
  • Employees from the private sector provided the majority of responses (89%). Not-for-profits provided 6% and government organisations provided 5%.
  • Responses were received from more than 20 industry sectors with the consulting sector (12%), advertising and marketing (11%), recruitment/staffing (8%), IT (6%), professional services (6%) and manufacturing (6%) providing the highest level of responses.
  • Managers provided 30% of responses; followed by senior managers (22%) and CEO/Managing Director (10%) demonstrating the survey achieved one of its objectives of reaching this target audience.
  • 42% of employees who responded to the survey have been with their current employer for less than 2 years followed by employees with a 3-4 year tenure and 5-6 year tenure (16%).


Further detailed insights are included in the publication below


"Employer Branding & the new world@work" (2013)

ISBN: 978-0-646-59607-5

The latest thinking in Employer Branding

Read about how companies are addressing the challenges of the ‘bigger picture workforce trends’ (including global employment forecast, talent mismatch, doing more for less and rising inequality, geographic mismatch, youth unemployment and quality of education) and how employer branding will play a pivotal role in driving economic prospects in not only developed economies but in emerging markets where growth prospects look more promising in the coming years.

Whether you're just starting out or well advanced with your employer brand strategy, leaders across all industries will benefit from Brett Minchington's strategic guidance supported by industry proven frameworks, research methodologies, strategies and tools to develop, implement and manage a best-in-class employer brand strategy.

For further details and to read inside the cover please click here>

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