Interesting to see The Firm - whose last two surveys of HR Director priorities put employer branding to the top of their investment list - highlighting that 37% of Talent Acquisition specialists rank their knowledge around employer branding as 'weak' or 'getting by'. 

This contrasts hugely with the latest Universum report into Employer Branding NOW which looks at both the broad HR population and also the World's Most Attractive Employers (WMAE) - a cohort of top global employers - as identified by job seekers. 

The difference is striking. 

Not surprisingly, nine out of 10 talent leaders within the World’s Most Attractive Employers report employer branding is either one of the top priorities or the top priority in 2019 —five points higher than in 2018.

But the real shocker is that 89% of TA professionals at World’s Most Attractive Employers rank their knowledge of employer branding and ‘good’ or ‘very good’.

So what's the learning? 

If you want to be seen as a more attractive employer, perhaps you need to emulate those already there and focus more on your employer brand and tasking your TA teams to build their knowledge.