Oona+ study takes a close look at employer branding
The Zurich agency Oona+ has published its first "Employer Branding Navigator". The study shows which topics employer branding is currently dealing with and what is still to come in this area.
The "Employer Branding Navigator" from Oona+ examines various aspects of employer branding in companies that have been practicing the topic at the highest level for several years. The study sheds light on what has moved companies in this area in the last two years, where they stand today, how they organize themselves and what they are planning for the next two years. The agency would like to make a contribution to all professionals and those who want to become professionals.
Employer branding is becoming more relevant
According to the study, employer branding has received more attention and increased in importance in most of the companies surveyed over the last two years. This is also reflected in the resources allocated to this area - both in terms of personnel and finances. A good two thirds of companies have increased the number of staff in their employer branding teams. Half of them have also increased their financial resources at the same time. Consequently, many of the experts surveyed are of the opinion that they are now well positioned.
Currently relevant in employer branding are the topics of addressing and attracting specific target groups (rising), (further) developing EVP and employer brand (rising), strengthening brand awareness and image (stable), increasing social media reach and digital contact points (falling) and performance-oriented campaigns (falling).
The respondents see the biggest challenges over the next two years primarily in the areas of market, resources & legal, talent engagement & experience as well as authentic positioning.
For the Employer Branding Navigator the agency Oona+ 15 decision-makers and specialists in employer branding, recruitment marketing and talent acquisition were interviewed. The companies surveyed include the Amag Group, Baloise, CSS, Swiss Post, Ergon Informatik, Helvetia Insurance, KPMG, Migros Group, Post Finance, SBB, Siemens, Sunrise, Swisscom, Zurich University Hospital and Zürcher Kantonalbank.
The study with all its findings and further analyses can be can be obtained free of charge from the Oona+ website.
