You’ve undoubtedly heard about recruitment marketing; it’s the idea that you can build a brand so powerful that you can cut down on the number of cold-calls recruiters have to make because qualified candidates can’t wait to work with you. Regardless of if you’re recruiting for a scrappy nonprofit, pulling new tech talent from a graduating class, or just starting out in inbound marketing for management consultants, it’s a system that works.
Or does it?
Employer brand is everywhere. There are recruitment marketing certificates, conferences, and experts that didn’t exist just a year ago. There’s even employer content marketing software to help kick off the employer branding process (which we encourage you to check out!).
But employer brand, much like traditional branding, falls victim to a difficult problem: ROI is next to impossible to prove. Branding has an attribution problem that marketers have classically solved with only half-meaningful metrics. These include brand recognition, social media reach, and direct traffic… none of which tie nicely back to ROI.
How have people justified an investment in employer brand in the past? What kind of success have brands seen in return? What have academic journals, company-sponsored studies, and professional associations found when they dig into the question of employer brand?
I’ve got a big handful of employer brand statistics for 2019 to answer all those questions. Let’s get started.
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