The brand of an employer is more important than ever, with it being a key driver in gaining the interest of job seekers, according to new research.
The survey from RPO provider ManpowerGroup found that one in four job seekers believe that a company’s reputation is important when they are making their next career move.
The research questioned over 200 job seekers and found that candidates are increasingly looking for employers with a positive reputation and clear corporate identity.
The survey also found that brand reputation is now as important as the type of work and pay when it comes to a candidate’s motivation to work for a company.
Vice President of Client Delivery at ManpowerGroup Solutions RPO, Lisa Schiller, says: “Employer brand is an increasingly powerful tool for creating competitive advantage in today’s marketplace.
“HR professionals that can draw out the uniqueness of their company’s brand and reinforce a compelling dialogue with candidates, but also current employees, will find top recruits heading straight to them – creating a robust talent pipeline for filling present and future positions within the organization.”
Nearly nine out of 10 of candidates use company websites as their preferred source of information about a prospective employer. Search engine results (52 per cent) and peers (45 per cent) ranked second and third, the survey found.
Company websites were found to be critical to brand development, as 36 per cent of job seekers cited that detailed company information, job opportunity and compensation as the most valuable information.