48% Aussie Job Seekers Think Brand Reputation Is More Important Than Ever: Study

48% Aussie Job Seekers Think Brand Reputation Is More Important Than Ever: Study
SHARE
THIS



Half of Australian job seekers say an employer’s brand and reputation is more important today than it was five years ago, with Millennials leading the charge on being the most brand-driven candidates, according to new research by ManpowerGroup Solutions.

The research of 4,500 global job seekers from influential employment markets, including more than 750 Australians, found that there has been a re-balancing of power between employers and individuals, with candidates better placed to accurately detect a company’s internal culture, core values and level of authenticity.

“With factors such as compensation and type of work becoming more standardised across companies, job seekers are looking at employer brand and reputation as a key differentiator that can help distinguish one from another,” said Sue Howse, general manager at ManpowerGroup Solutions, Australia and New Zealand.

Brand-driven candidates are Millennials who will actively seek out information on company brand

According to the research 21 per cent of surveyed Australians identify as being brand-driven, with Millennials between 25-34 years old the most likely group to be motivated by brand.  Overall, the research also showed a strong link between being brand-driven and valuing corporate social responsibility (CSR) initiatives.

Brand driven candidates in Australia are eight per cent more likely than non-brand driven candidates (25per cent versus 17per cent) to actively source company brand information prior to an interview, whether that be through an in-house recruiter, hiring manager or using technology or social media.

While digital mediums such as company websites, employer review sites and social media, are key information sources for brand-driven candidates, human interaction plays a crucial role in their information gathering process.

“Increased transparency and greater access to information is better enabling Millennials to gauge an organisation’s brand and culture more quickly and more thoroughly than ever before,” Howse said.

“If organisations aren’t proactively engaging with individuals in a positive way via various channels, candidates will make their own assumptions and decisions based on the information they do have.”

Employer-employee trust and company reputation the most important aspects of company brand

More than eight in ten Australian survey candidates (84 per cent) said ‘Employer-Employee Trust’ was the most important aspect of company brand, compared to 81 per cent globally.

Australia also rated ‘Organisation’s Reputation as an Employer’ significantly higher than the global average, at 76 per cent versus 70 per cent globally.

“Trust and reputation is built on what an organisation says it does, versus what it actually does. Building a culture of mutual trust internally and externally starts at the top. Leaders must “practice what they preach” and align their actions and behaviours to what they advocate,” said Howse.

“Encouraging and enabling an environment that allows employees to be positioned as company brand ambassador is vital to building a culture of mutual trust. Further, employers must recognise that employees today want to embrace the concept of “one life” – one that blends work and home life – hence remaining flexible and agile is vital to building mutual trust.

“The practice of publishing job ads and waiting for individuals to apply is archaic. Employers must tap into current employees – being the most credible and influential sources of information for candidates and potential new hires – to actively tell the brand’s story and live its culture both in real life and through social media platforms.

“Those who choose not to utilise these important resources, or fail to recognise their direct impact on company brand, risk being left behind.”

 

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]