Sixty Percent of Organizations Say Employer Brand Awareness Is A Challenge

MILL VALLEY, CALIF. (April 17, 2018)Glassdoor®, one of the world’s largest job and recruiting sites, today released new survey data[1] which suggests employers with low brand awareness will get overlooked by job seekers. In fact, candidates are 40 percent[2] more likely to apply for a job at a company in which they recognize the brand compared to a company they have not heard of.

The survey, conducted among 750 hiring decision makers (those in recruitment, HR and responsible for hiring) in the U.S. and UK, also finds six in ten (60 percent) of those surveyed  said that their employer brand awareness is either a challenge or a significant barrier when it comes to attracting and hiring candidates. Three quarters (75 percent) of those surveyed agreed that if a candidate is aware of their brand name and products/ services, it makes the recruiting process easier.

“If a company is facing a recruiting hurdle because it lacks consumer brand awareness or if candidates are confused about what the company does, these are common and leading reasons why companies need to cultivate and nurture their reputation as an employer. Job seekers today are more informed than ever, researching the ins and outs of specific jobs and companies, so employers should take advantage of this by engaging with prospective talent and showcasing what they have to offer,” said Julie Coucoules, Global Head of Talent Acquisition at Glassdoor. “With one third of hiring managers reporting that employer brand is one of the factors that influences people most when weighing a job offer, it is worth getting right. By actively managing and promoting your employer brand, it can mean the difference between attracting quality talent or allowing them to pass you by.”

Employers Could Have a More Data-Driven Approach

Despite brand awareness having such a significant impact on recruiting, survey data also suggests that HR and recruiting teams may want to adopt more data-driven approaches to finding and hiring quality talent. Only one quarter (25 percent) of hiring decision makers report that they track “conversion of job seeker to applicant” as a priority metric. In addition, only 23 percent of organizations consider the source of job applicants as important, while 21 percent consider what influences a job applicant’s decision as important.

“Recruiting still has room to improve to take on a more data-driven approach, giving recruiters and hiring managers added layers of detail into questions like where candidates are coming from and how candidates are converting into employees. Glassdoor offers a variety of metrics for employers on who is interested in your jobs and the type of people researching your company and much of this is free. The very best recruiters today are those who have evolved into part-sourcer, part-marketer and part-technologist who knows how to use data to understand and generate quality leads for open roles,” added Coucoules.

Recruiting Passive Candidates Now Less Effective

Regardless of whether brand awareness is strong or weak, when it comes to reaching passive candidates, the majority (78 percent) of hiring decision makers find it more challenging, with candidates responding to recruiter emails at a much lower rate than in the past. Three in four (76 percent) say candidates have grown wary of contact through networking sites (e.g. LinkedIn) and respond at a much lower rate. Two thirds (67 percent) of those surveyed also said candidates do not like being contacted through social media platforms.

With tactics to recruit passive candidates now less effective than in the past, this survey suggests that hiring decision makers may want to prioritize informed candidates above other types of candidates, whether active or passive. When asked what type of candidate is preferred, the survey shows the highest rated is ‘employed and active, but informed’, followed by ‘passive, but informed’.

To learn more about what defines an informed candidate and the value of an informed candidate on recruiting and business, please visit the Glassdoor Informed Candidate Survey.

To learn more about your company’s candidate demographics on Glassdoor, visit the Glassdoor Employer Center by accessing a Free Employer Account.

  1. Aptitude Research Partners, 2017
  2. Eight in ten (80 percent) of those surveyed said it is likely/ very likely that candidates will apply for their open jobs when those candidates know of the organization. However, for candidates that have not heard of an organization, only 57 percent will apply for jobs. The percentage difference between 80 percent and 57 percent is 40 percent.

About Glassdoor

Glassdoor is one of the largest job and recruiting sites in the world today. Set apart by the tens of millions of reviews and insights provided by employees and candidates, Glassdoor combines all the jobs with this valuable data to make it easy for people to find a job that is uniquely right for them. As a result, Glassdoor helps employers hire truly informed candidates at scale through effective recruiting solutions like job advertising and employer branding products. Launched in 2008, Glassdoor now has reviews and insights for more than 740,000 companies in more than 190 countries. For labor market trends and analysis, visit Glassdoor Economic Research. For company news and career advice and tips, visit the Glassdoor Blog and for employer-related news and insights to help employers hire, visit the Glassdoor for Employers Blog. Visit or download our apps on iOS and Android platforms.

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