Research Library Article


Employer Branding, Worldwide Trends

David Earle

Branding programs targeted specifically at improving the number and quality of job applicants, employee retention and worker engagement have become hallmarks of progressive employers. In well designed programs, ROI is strongly positive.  However, the uneven distribution of top programs still provides ample opportunity for competitive HR advantage.

This global study of 18 countries and regions describes:

  • How employer branding is being used to attract, engage and retain talent
  • Regional differences in how branding has evolved
  • Spending, budget control and ROI
  • Trends
  • Advances in theory, principles and practices
  • Implications for business 


Employer branding strategy

Today’s job market is a cluttered, noisy place. Employers with large budgets and familiar names can power through the clutter and simply outspend their competitors. Not being in that league would appear to be a chronic disadvantage.

But cluttered, noisy sales environments are nothing new to marketers, who have developed techniques that have helped smaller employers in dozens of markets become successful competitors.

In a staffing context, a brand is an employer’s reputation. Is the company a good place to work? Do employees feel valued and productive? Do they stay? Do they recommend their company to others? Branding is the set of activities that collectively help create that reputation.

Well respected brands are valuable. Successful corporate brands can be worth billions in stock market valuation and product brands can create fierce buyer loyalty. Companies with superior job market brands have lines of top candidates at the door, usually land their top choices, and seldom lose valued employees to their competitors


  • Employer brand responsibility
  • Expenditures
  • Brand strategies
  • Branding initiatives
  • Attracting talent
  • Challenges
  • Candidate and employee values
  • The most effective initiatives
  • Major benefits

“We believe the results of this survey will provide leaders with further clarity on how to develop and implement an employer brand strategy that builds competitive advantage. It will also provide insights into which initiatives deliver the most value to organizations and how these initiatives are being measured.”

Survey Information