A recent survey in the USA scoring organisations across 36 topics provided some sad insights into the importance of the Employer Brand and Recruitment Marketing strategies of some major recruiters. Overall the grade was C and as you would expect some are truly outstanding in this area but many fell below the acceptable standard neither building their employer brand nor attracting talent pipelines. It makes a fascinating read to anyone with an interest in this talent challenge space.
"It's incredibly important to understand that recruitment marketing is a subset of employer brand," said Susan S. LaMotte, SPHR, the founder and CEO of exaqueo. "You want to ensure you've built a research-based employer brand first, and then build recruitment marketing strategies to align with your brand. That's key because if you don't align with the employer brand, and you do recruitment marketing in a silo, you run the risk of making inauthentic promises you can't deliver on in the employment experience." One hundred thirteen companies (23 percent) scored a D or F in the SmashFly audit. The motor vehicle and auto parts sector had the largest percentage of companies (54 percent) receiving grades of D or F, followed by wholesalers (41 percent). Overall, 21 percent of companies received a D and 2 percent of companies were given an F