Hodes study reveals lack of formal metrics to support growing interest in employer branding

According to a recent global research initiative conducted by the Bernard Hodes Global Network, 62% of respondents formally support employer brand initiatives while only 24% have metrics in place to measure these efforts. The results of the study widely quoted by Libby Sartain, chief people officer, Yahoo!, in her recent book, ìBrand From The Inside,î will be released at the upcoming Society for Human Resources Management (SHRM) annual conference and exhibition to be held June 25-28, 2006 at booth #2121. D. Mark Hornung, senior vice president, branding, Bernard Hodes Group is available for interviews on the survey results during SHRM.

The Bernard Hodes Global Network (http://www.hodes.com/globalnetwork/index.asp) utilized both quantitative and qualitative methodologies to assess the state of employer branding globally. The survey, offered in four languages, produced 20 one-on-one interviews and 487 online surveys among HR leaders in 25 countries.

ìThe study reveals that a key driver for employer brand development is the need to acquire talent in a competitive global market,î said Alan V. Schwartz, president and CEO of Bernard Hodes Group. ìWe look forward to helping our HR partners develop their employer brand and meet their talent needs as well as define metrics to illustrate the value that these initiatives bring to their companyís bottom line.î

Other key facts reported:
- The most frequently named key expectations of employer branding were ëease in attracting candidatesí (84%) and ërecognition as employer of choiceí (82%).

- Research methodologies are undertaken in support of employer brand efforts as illustrated by 76% of respondents reporting they actively conduct employee studies.

- 79% of respondents reported HR as one of the key stakeholders in the management of the employer brand.

- 94% of respondents used their corporate Web site more than other brand channels such as printed materials (72%) to promote employer brand.

Another key fact repeatedly mentioned in the research was the importance of both an internal and external component to employer branding. In the Netherlands, Jo Pieters, global vice president recruitment, Philips supports this concept: ìEach and every employee should act as an ambassador of your brand and that requires a strong and recognized internal and external employee value proposition.î

The need for a more encompassing view of employer branding was also expressed by research study team leader Annette Browdy, senior vice president and director of marketing communications at Bernard Hodes Group. We believe these results will provide our HR partners insight as well as inspiration to take more of a holistic approach to their employer brand building efforts.

The report also offers suggestions on approaching the employer branding process. These recommendations found in the final section of the report titled, ìNext Stepsî by D. Mark Hornung, senior vice president, branding, Bernard Hodes Group, are based on Hodesí exclusive 360 degree employer brand methodology.