Robert Half recruitment says the commissioned survey showed the intangible impact company branding has on future employees, with the majority of HR departments stating that being perceived as ethical (64%) far outweighs any perception around higher salaries (34%).
The recruiter says protecting a company’s data not only helps secure reputation, but places them in a competitive position to build trust and emotional connections.
As well as ethics and values at 64%, the top three elements in Australian organisations’ employer branding are work-life balance (50%) and competitive/high salary and remuneration packages (34%).
“Examples like Google, Apple, Facebook and Coca Cola highlight the successes companies can reap in terms of staff acquisition and retention.
“In the same way that a candidate’s resume and interview skills can influence an employer’s decision of whether the jobseeker is suitable for the role and company or not, so too can corporate branding shift a candidate’s perception about whether or not the company is the right fit for them.
“The importance of developing a clear and well-defined employer branding strategy that appeals to employees should therefore not be underestimated in a competitive employment market.”
Robert Half also says a company’s brand can be highly effective in attracting high-calibre employees, because today’s digital transparency means most relationships between employees and the brand actually start well before the recruitment process commences.
Morris says with the majority of Australian companies understanding the importance of employer branding in a competitive landscape, there are stark differences into what the core elements are of companies’ reputation according to Australia’s HR managers.
In fact, Morris says the research found the overwhelming majority (95%) of Australian hiring managers believe company branding is crucial in their strategy to not only attract high-calibre workers, but also to retain their existing staff.
And, when asked what companies consider the top three elements in their organisation's current employer branding strategy, almost two in three employers refer to their organisation’s ethics and values - ahead of promoting work-life balance, paying a competitive salary, promoting career advancement (34%) and being an innovative company (34%).
“While we often think of organisational values as a lofty concept, companies generally spend a significant amount of time developing their corporate brand, deciding what sets them apart from other organisations, including how their company is perceived by their (potential) employees,” Morris says.
“People want to feel they are a good fit with their organisation, making them more likely to develop good working relationships with their employer, be more productive and more likely to stay loyal to their company.”