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September 2022 - Business Support

Three-quarters of employers have taken steps to improve employer brand in the last 12 months in order to attract talent: A survey has found that 75% of organisations have taken action to improve employer brand over the last year in order to attract more talent. This rose to 84% of larger companies, while 63% of SMEs said they have also sought to make improvements.

The survey by HR body, the CIPD, in partnership with Omni RMS polled 1,055 HR professionals in April 2022. The research looked at resourcing and talent planning practices and the key challenges businesses in the UK are facing/experiencing.

The Resourcing and Talent Planning Survey 2022 also looked at ways employers are focussing on boosting company brand this year, with 34% saying they have increased flexible working opportunities for employees. A third reported that they have made pay and benefits more competitive (33%), while 32% have increased hybrid working opportunities.

Just over a quarter of employers said they have refreshed or promoted their company values to bolster employer brand in the last twelve months, while 23% have improved the work environment for staff. Other actions undertaken included: 'developing social media content strategy' (19%), 'improved career development opportunities' (19%), 'improved job roles' (16%), 'enhanced corporate social responsibility activity' (16%), 'improved the candidate experience' (15%) and 'taken steps to measure the impact of their employer brand'(12%).

Also highlighted in the list of actions taken in the last year were: 'attended career fairs or networking events' (11%), 'monitored feedback received through other websites' (9%), 'developed or enhanced their organisation's corporate careers website' (8%) and 'actioned feedback received through other websites' (6%).

However, a quarter of respondents said that they have taken 'no action' at all or the question was not applicable to them.

Looking at the most effective ways of attracting job applicants (in the year to April 2022), almost half said their own corporate website (47%), followed by professional networking sites such as LinkedIn (45%). Recruitment sites or search consultants were effective for 44% of respondents, while  slightly fewer (39%) said that internal advertising to their existing staff was positive for them.

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