BOSTON, MA--(Marketwire - May 6, 2009) - In their latest research on Employer Branding,
titled "
Employer Branding: How to Grow, Measure and
Manage Your Company's Perception,"
Aberdeen Group, a
Harte-Hanks Company (
NYSE:
HHS), found organizations with a formal employer
branding strategy in place are more than twice as likely as those who don't
to show a reduction in recruitment costs. In addition, they are 55% more
likely to show an improvement in employee productivity. Organizations that
neglect their employer brand do so at the peril of their ability to both
attract and retain talent, and their ability to produce organizational
results.
Sixty-one percent (61%) of all executives in this study stated that the
current state of the economy has increased the emphasis their organizations
are placing on employer branding efforts. When creating their employer
branding strategy, organizations have several constituencies to consider,
both inside and outside their organizations. Better than 8 in 10
respondents to this survey stated that their employer branding efforts are
focused on both internal and external audiences, which is supported by the
fact that among the top capabilities cited by leading organizations were
processes to track feedback from candidates, employees leaving the company
voluntarily, and current employees.
"Organizations who are reaping the biggest benefits from their employer
brand understand the importance of managing their brand messages both
inside and outside their company walls," said Mollie Lombardi, research
analyst, Aberdeen. "When the messages heard in the recruiting process
don't match up with the day-to-day reality of existing employees it can be
a warning sign for all parties."
This report also highlights how top organizations are organizing their
branding efforts to achieve top results. It outlines recommendations for
all organizations -- Best-in-Class, Industry Average and Laggards -- on how
to leverage their employer brand to attract, retain and engage their
workforce.
A complimentary copy of this report is made available due in part by the
following underwriters: Taleo, and iCIMS. To obtain a complimentary copy
of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=5862.
For additional access to complimentary
Human Capital Research, please visit
http://research.aberdeen.com/index.php/-human-capital-management.
About Aberdeen Group, a Harte-Hanks Company
Aberdeen provides fact-based research and market intelligence that delivers
demonstrable results. Having queried more than 30,000 companies in the
past two years, Aberdeen is positioned to educate users to action: driving
market awareness, creating demand, enabling sales, and delivering
meaningful return-on-investment analysis. As the trusted advisor to the
global technology markets, corporations turn to Aberdeen™ for insights that
drive decisions.
As a Harte-Hanks Company, Aberdeen plays a key role of putting content in
context for the global direct and targeted marketing company. Aberdeen's
analytical and independent view of the "customer optimization" process of
Harte-Hanks (Information - Opportunity - Insight - Engagement -
Interaction) extends the client value and accentuates the strategic role
Harte-Hanks brings to the market. For additional information, visit
Aberdeen or call (617) 723-7890, or to
learn more about
Harte-Hanks,
call (800) 456-9748.
© 2009 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
Mollie Lombardi
Aberdeen Harte-Hanks
(617) 854-5216
mollie.lombardi@aberdeen.com