Universum's annual report, Employer Branding NOW 2020, in its fifth year, reveals that recruiters face some challenges in 2021, despite a larger group of candidates.
The long-awaited study Employer Branding NOW2020 of Universum, held during the peak months of the pandemic, shows that the “World Most Attractive Employers” do not expect a slowdown in hiring due to the economic slowdown. The majority (56%) say they expect the hiring environment to become more difficult, despite record unemployment in many global markets. And 86% say their recruiting needs next year will be the same, if not greater.
This year's study during the pandemic presented an interesting picture. While hard-hit companies have been forced to lay off employees, the need for critical positions that are widely sought after has not diminished. Leading companies are striving like never before to attract the best talent, and the Employer Brand remains a vital tool to achieve that.
Richard Mosley, Vice President Global Strategy, Universum
More than 1.100 HR and talent management leaders from 49 countries were interviewed. The survey investigates the practices of these leaders in areas such as Employer Branding, budget, technology and employee retention; and also brings together the points of view of the “World’s Most Attractive Employers”, a group of top global employers, identified by candidates around the world.
Some conclusions to highlight:
Os “World's Most Attractive Employers” now feel less threatened by startups in the competition for talent.
The share of large companies that say they are "very concerned" about the growth of competition for key talent in the startup sector dropped by half in 24 months. In 2018, 38% said they were very concerned and in 2020, only 17% said the same. The stability of large companies now appears to be a much more attractive option for job seekers.
Os “World's Most Attractive Employers” look for “learning agility” in job candidates.
It is not so much what you know, but how skillful and easy it is for a candidate to learn. Talent leaders from leading employers say that “Learning agility” is the most important quality in new hires - almost half (46%) reported this in 2020.
Recruiters face serious challenges in 2020 - despite a larger group of candidates.
Although counterintuitive, the economic slowdown is creating major headaches for talent managers. THE demand for the best in high-demand areas has not decreased even though job vacancies are flooded with a greater number of candidates. Companies that have migrated to data-driven decision-making and AI-based recruitment tools will be winners in the current environment. 80% of World’s Most Attractive Employers say they “often” or “always” take a data-driven approach.
The Employing Brand is a critical differentiating factor during a recession.
Even in a recession, the Employer Brand is a bet for competitive employer brands. Only 3% of “World’s Most Attractive Employers” say it is not a priority. And the main activities related to Employer Branding remain strong: 73% say they will maintain or even expand intership programs in the next year, a compelling finding given the uncertain conditions in which the survey was conducted.
Recruitment leaders are prepared for a “new normal”.
Recruiters have been subconsciously preparing for the Covid-19 “new normal” for a few years now, with a sharp increase in 2020. This year, 82% say they have adopted video recruiting, up from 59% last year. And “people analytics” (using technology and AI to drive smarter decisions at scale) has risen from 28% to 43%.
Each year we publish the survey of Employer Branding, we see how the practice of Employer Branding is evolving. Normally, year-to-year changes are gradual, but this year is noticeably different. Investments that were once considered “nice” are now essential. We strongly believe that, following the practices of World's Most Attractive Employers, talented leaders can learn where to invest, even in a crisis.
Mats Rojdmark, CEO of Universum
How to face the difficulties that lie ahead and attract the best talent?
Having the right tools makes it easier to overcome challenges.
The realization of a Course Certificate of Employer Branding is an excellent opportunity for Human Resources or Marketing professionals to establish a consistent strategy for Employer Branding, in addition to valuing themselves professionally.
The growing importance of Employer Branding led to Talent Portugal to join Universum, to bring the Employer Branding Academy for Portugal.
