29% of organizations have developed a formal Employment Value Proposition (EVP), therefore are able to consistently and effectively communicate a message of why potential employees should consider working for them and current employees should stay. Can you imagine a business not having a brand value proposition for a product or service – not being able to consistently articulate why people should pay for their products or services? Does this reflect a need for HR and Marketing to be working more closely on these matters, or do in fact HR professionals need to become more adapt at clarifying and communicating their messages? This may require HR studies to incorporate more marketing / PR type subjects which may not be a bad thing – in fact they could also throw in copywriting for good measure to lift the quality of job ads!
The report goes on to site that only 31% of organisations have a coordinated approach to employment, PR and marketing activities. These statistics are not surprising considering only 40% of businesses have a recruitment strategy / workforce plan.
In today’s market place where more and more is moving online and businesses now have to manage both their product / service brand as well as their employer brand, the need for these departments to be working together is now critical, with a particular focus on the businesses website, where both the brands sit side by side. It is understandable that businesses are still working around how to manage this shift, as it is new and unchartered territory and no doubt we will all improve over time. However those businesses that spend the money and time to getting it right now, will certainly have the competitive advantage in the war for talent.
