NH237 Consulting and WDAD Communications - Research on the future intentions and challenges facing the UK’s employers

The opportunities for the Employer Branding profession have never been greater and neither have the challenges 7 Because our survey takes in participants from a wide range of industry sectors, some will be emerging fromCovid with more of a swagger than others. Even given this, just 20% of our survey feel their organisation will place little focus around employer branding over the next 12 months, with a significant 65% disagreeing with the view. How organisations build back, how they recruit, how they engage and enthuse their current workforce is likely to be a major influence on their success over the next year. Such sentiment feels positive and if more and more headlines emerge pointing to the return of a candidate driven labour market, this will only accelerate. To what extent do you agree with the following statement? The importance of our Employer Brand has been recognised to a much greater extent over the last 12 months within our organisation Such a theme is illustrated clearly through answers to this question. The importance of and the difference that Employer Branding has made, particularly internally, over the last year has seen it grow and mature. When organisations have been faced with challenges both real and existential, their ability to support, reassure and engage with their people, wherever they are, has been critical. There is a genuine sentiment that Employer Branding is maturing as a function and is increasingly seen as a key tool emphasising an organisation’s commitment to its people. Both its current and future people. As we touch on later, the delivery of positive messages regarding how an organisation engaged with its people during the pandemic creates a halo effect around both its candidate and consumer activities. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Completely agree Agree Neither agree or disagree Disagree Strongly disagree