As 2013 draws to a close, we can’t help but wonder what 2014 is going to bring. The world of employer branding has been rapidly growing and evolving — just think of how many companies have added a role specifically for this purpose in the last few years. Yet, it still remains a challenge area for many organizations. Companies invest millions of dollars each year in marketing their consumer brands, but employer branding investments are lagging behind.
So, what’s on the horizon for 2014? Here are my four predictions:
Recruiting Will Look More and More Like Marketing
Deep down, executives know they should be deliberately managing their employer brand — but don’t make the time to do it! Employer branding always seems to fall into the “important but not urgent” category, since recruiters are encouraged to focus on activities that yield more immediate results. In a recent meeting with a client, I asked them what their priorities were, and their response was “to hire 18 engineers.” This is a very clear target – when they accomplish it, there will be pats on the back and objectives ticked off. However, focusing on short-term hiring goals won’t make recruiters jobs easier in the long run: they will have just as much work to do when they need to hire engineers next year.
December 5, 2013 in Resource Centre