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Our 2014 Fortune 500's Top 100 Employment Brands Report defines the elements that make up a well-rounded employer brand and rank companies based on their success in each category. The WilsonHCG Research Institute™ investigates these employment brands from a candidate’s perspective, including job descriptions, career sites, accolades, corporate social responsibility and social media presence, breaking down each criteria in detail and assigning a scoring system for ranking. Download it here: http://www.wilsonhcg.com/ebreport.aspx
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2014’s Fortune 500 TOP 100 EMPLOYMENT BRANDS
Digital technology and media has shaped the way organizations present themselves to both consumers
and prospective employees. With accessible information and research resources, candidates expect
transparency from prospective employers. With the blending functions of marketing, human resources
and talent acquisition, companies are now focusing on the development, maintenance and promotion
of their employment brand. A strong and informative employment brand has been instrumental in the
attraction and engagement of passive and active candidates.
As this trend becomes more popular due to the positive effect it has on candidate experience, more
companies are utilizing spend and resources to market themselves and their career opportunities in
conjunction with traditional recruitment processes. Stronger partnerships with the marketing and
creative departments have helped talent acquisition gain momentum and experience a virality of their
brands, creating a competitive advantage in the war for talent. In the same sense, companies who
neglect their brand may experience more adversity in attracting and engaging top talent compared to
the companies that have embraced it.
The purpose of this report is to analyze how Fortune 500 companies are building and maintaining their
employment brand by scoring them on several relevant benchmarks. This report evaluates career
branding methods, including career pages, job boards, candidate experience, accolades, recruitment
marketing and social responsibility. Each section will be broken down, rated and assigned numerical points.
EMPLOYMENT BRANDING REPORT2014’s Top 100 Fortune 500 Brands
The WilsonHCG Research Institute™ is proud to present the first Employment Branding Report that evaluates
the employment brands of 2014’s Fortune 500 companies. As experts in employment branding, WilsonHCG
utilized our research resources and analysts to identify the best employment brands from this year’s Fortune
500 list and the industries leading the employment branding movement. Our detailed report breaks down the
compiled objective data and provides examples to showcase the criteria examined during our analysis.
12014’s Fortune 500TOP 100 EMPLOYMENT BRANDS
FORTUNE is a registered trademark of Time Inc. WilsonHCG makes no claim to this mark. FORTUNE and Time Inc. are not affiliated with, and did not endorse this report or any of its contents.
Data used in this report was collected from January 2014 through July 2014.
2014’s Fortune 500TOP 100 EMPLOYMENT BRANDS
table of
CONTENTSPlease see the following page for an overview of the
scorecard benchmarks and their corresponding pages.
04 08 12current state and industry insights
top 100 list career pages
16 20 24job boards candidate experience accolades
28 32 36recruitment marketing corporate
social responsibilitytakeaways
32
“Trademarks”) not owned by WilsonHCG that appear in this report are the property of their respective owners. Nothing contained in this document should be construed as granting, by implication, estoppel, or otherwise, any license or right to use any Trademark displayed in this document without written permission of the respective owner. Your misuse of the Trademarks displayed in this document is strictly prohibited.
These materials have been prepared solely for informational purposes and all information cited in the report is publically available via the World Wide Web, from sources believed to be reliable. As such, the information is presented “AS-IS” without warranty of any kind. For a full listing of all sources used please visit WilsonHCG.com/source. All trademarks, logos, service marks and trade names (collectively the
The top companies understand that employment
branding isn’t just about creating attractive
recruitment marketing material, rather that the
brand is apparent in all aspects of the recruitment
process. In order to attract talent equally in
different locales and across job functions, a
company must gather insights into candidate
values and understand how these candidates
are going to look for their next career opportunities.
To guarantee the right information is being
optimized, companies must evaluate all of the
areas that make up a full employment brand.
To stay competitive, organizations will need to
continue to push the envelope to guarantee
their brands are getting in front of talent first
and keeping talents’ interests focused on
them exclusively. In this report, we investigate
the key areas that support a well-rounded
brand. This includes career pages, job boards,
candidate experience, accolades, recruitment
marketing and social responsibility. Within each
category and for every element associated with
each category, a point system has been assigned.
In addition to naming the top companies, we also
identified which industries were best-in-class.
As you explore the report, the scoring
breakdowns and company examples will
provide educational content that helps other
organizations benchmark their own branding
efforts against the top Fortune 500 employment
brands. Take a look at the following pages for a
deeper insight into what’s attracting candidates
and gather ideas to help your organization
build a stronger employment brand.
Companies are realizing the importance of employment branding and discovering the major role it plays in attracting and engaging quality candidates to their organizations. Employment branding should be incorporated in all talent acquisition activities to create a 360-degree view of a company.
An employment brand attracts external candidates and retains
employees while improving the candidate experience and refining the
talent acquisition process. Each company’s brand has a unique style
that best illustrates the “personality” of the organization and provides
“insider” insights into the company culture, values and mission. It’s a
preview into what it’s like to work at a company and why employees
like to work there. Essentially, the purpose of an employment brand is
to bring the company to life and differentiate it from the hiring competition
to increase loyal fans, and therefore, candidates.
To support the continuation of branding in real-time, recruitment marketing
campaigns are key to showcasing the company’s employee value
proposition (EVP). All content developed around this utilizes the EVP
as a focus to ensure consistency no matter which platform the brand
is leveraging to get the word out. To maintain engagement and loyal
candidates, talent communities have emerged to provide a platform
to share segmented content and career opportunities. This platform has
also made it easier for candidates to share information with their own
networks and potentially recruit new talent community members.
of job seekers are wary of working for a company with a negative reputation. –Glassdoor Survey
current state of
EMPLOYMENT BRANDING
54
83%
2014’s Fortune 500TOP 100 EMPLOYMENT BRANDS
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WilsonHCG owns all rights, tile and interest in and to this report, including the layout, look and feel, visuals and illustrations. Any commercial or promotional distribution, publishing or exploitation of this report, or any content, data or materials herein, is strictly prohibited unless you have received the express prior written permission from our authorized personnel or the otherwise applicable rights holder.
2014’s Fortune 500TOP 100 EMPLOYMENT BRANDS
RETAIL: While the retail industry is highly represented on the Fortune 500 list, strong career site content, including images and videos, was the only category that was highly rated.
And, although the career site was strong,
updated and engaging job descriptions
wasn’t. Retail suffers from poor ratings
on Glassdoor, including for the CEO. Most
do not provide details about corporate
social responsibility, career-specific
social media sites are lacking and many
did not receive accolades.
TECHNOLOGY: As one might expect, the technology industry often ranked within the top tier for most of the categories.
The technology industry ranked in the
career pages, candidate experience,
corporate social responsibility and
accolade categories. Contributing factors
may be due to the typical company
culture associated with tech companies,
capital resources and the push to find
top candidates from a limited talent
pool. It seems as if technology-based
companies optimize most aspects of
a complete employment brand.
HEALTHCARE: After concluding our research, the healthcare industry was top ranking in the recruitment marketing category, specifically healthcare focusing on pharmaceutical.
Recruiting in the healthcare industry can
pose a number of challenges, as many
candidates for this industry are not easily
swayed and/or found by traditional
means. Even job boards can be difficult
to yield quality results. Healthcare
optimizes recruitment marketing as a way
to get in front of and attract passive
jobseekers who will be the right cultural fit.
BANKING AND FINANCE: Banking and financial services were among the top industries represented on the Fortune 500 list, but the only category the industries had an influence on was job boards.
Many of these companies were lacking
in other areas of employment branding.
Although they rank high on mainstream
job boards, numbers are mediocre for
niche job boards. Additionally, grading
was low for corporate social responsibility
and accolades.
MEDIA/COMMUNICATIONS: With expertise in these channels, the media and communications industries have received high ratings for career site content, social media and videos.
Unfortunately, they are lacking in other
employment branding areas. The results
show that employee reviews on Glassdoor
rate the majority of these companies
2 or below out of 5. Additionally, these
companies don’t provide many details
describing their corporate social
responsibility. Very few have received
awards or accolades as well.
While each industry studied is known for
differentiators due to their strategic consumer
branding, these efforts are bleeding into
companies’ recruitment strategies. The way
in which technology has increased interactivity
coupled with the importance of employees’
work-life blend have contributed to a new
segment of branding for an organization:
the employment brand.
Industries’ overall employment branding efforts
have initially taken shape based on their
established consumer brand recognition.
Although some industries have stuck with
tried-and-true practices, others are leveraging
their expertise to boost their brand. We
found bold approaches in uncharacteristic
industries, while others were unexpectedly
conservative in certain areas.
industry
INSIGHTS
76
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