Hodes Global Employer Branding Study Revealing Lack of Formal Metrics to Support Growing Interest in Employer Branding to be Released at SHRM 2006; HR Leaders From 25 Countries Share Perspectives and Practices

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According to a recent global research initiative conducted by the Bernard Hodes Global Network, 62% of respondents formally support employer brand initiatives while only 24% have metrics in place to measure these efforts. The results of the study widely quoted by Libby Sartain, chief people officer, Yahoo!, in her recent book, “Brand From The Inside,” were released at the Society for Human Resources Management (SHRM) annual conference and exhibition June 25-28, 2006 at booth #2121. D. Mark Hornung, senior vice president, branding, Bernard Hodes Group is available for interviews on the survey results during SHRM.

According to a recent global research initiative conducted by the Bernard Hodes Global Network, 62% of respondents formally support employer brand initiatives while only 24% have metrics in place to measure these efforts. The results of the study widely quoted by Libby Sartain, chief people officer, Yahoo!, in her recent book, “Brand From The Inside,” will be released at the Society for Human Resources Management (SHRM) annual conference and exhibition to be held June 25-28, 2006 at booth #2121. D. Mark Hornung, senior vice president, branding, Bernard Hodes Group is available for interviews on the survey results during SHRM.

The Bernard Hodes Global Network (http://www.hodes.com/globalnetwork/index.asp) utilized both quantitative and qualitative methodologies to assess the state of employer branding globally. The survey, offered in four languages, produced 20 one-on-one interviews and 487 online surveys among HR leaders in 25 countries.

“The study reveals that a key driver for employer brand development is the need to acquire talent in a competitive global market,” said Alan V. Schwartz, president and CEO of Bernard Hodes Group. “We look forward to helping our HR partners develop their employer brand and meet their talent needs as well as define metrics to illustrate the value that these initiatives bring to their company’s bottom line.”

Other key facts reported:

  • The most frequently named key expectations of employer branding were ‘ease in attracting candidates’ (84%) and ‘recognition as employer of choice’ (82%).
  • Research methodologies are undertaken in support of employer brand efforts as illustrated by 76% of respondents reporting they actively conduct employee studies.
  • 79% of respondents reported HR as one of the key stakeholders in the management of the employer brand.
  • 94% of respondents used their corporate Web site more than other brand channels such as printed materials (72%) to promote employer brand.                 

Another key fact repeatedly mentioned in the research was the importance of both an internal and external component to employer branding. In the Netherlands, Jo Pieters, global vice president recruitment, Philips supports this concept: “Each and every employee should act as an ambassador of your brand and that requires a strong and recognized internal and external employee value proposition.”

The need for a more encompassing view of employer branding was also expressed by research study team leader Annette Browdy, senior vice president and director of marketing communications at Bernard Hodes Group. "We believe these results will provide our HR partners insight as well as inspiration to take more of a holistic approach to their employer brand building efforts."

The report also offers suggestions on approaching the employer branding process. These recommendations found in the final section of the report titled, “Next Steps” by D. Mark Hornung, senior vice president, branding, Bernard Hodes Group, are based on Hodes’ exclusive 360 degree employer brand methodology.

About the Bernard Hodes Global Network

The Bernard Hodes Global Network was formally established in 1994—the first ever network within the industry. Today, its operations cover five continents, with 80 offices in 31 countries. The Network has been built by ensuring “best in class” capability that reflects the market dynamics in each territory. Both locally and globally, the Network offers customers expertise in: resourcing strategy development; recruitment communications; employer branding; e-cruitment and online media. The Network is the international ‘arm’ of U.S.-based Bernard Hodes Group (http://www.hodes.com). Bernard Hodes Group is part of Omnicom Group, Inc. (NYSE - OMC), (http://www.omnicomgroup.com) a leading global marketing and corporate communications company.

This press release was distributed through eMediawire by Human Resources Marketer (HR Marketer: http://www.HRmarketer.com) on behalf of the company listed above.

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