New Research Reveals Critical Gaps in Employer Branding Strategies

A comprehensive study by HR.com's Research Institute has uncovered significant challenges in employer branding, emphasizing the need for HR professionals to take a more strategic role in shaping organizational reputation and talent management. The research, titled 'HR.com's State of Employer Branding 2025', reveals that while 62% of HR professionals rate their employer brand as above average or excellent, fewer are confident in its impact on critical HR priorities such as talent attraction, engagement, and retention. This disconnect between perception and effectiveness represents a critical challenge for organizations seeking to compete in today's competitive talent market.

The study exposed notable limitations in current employer branding efforts. Less than half of organizations reported success in key areas including diversity, equity, inclusion, and belonging (46%), talent attraction (44%), employee engagement (43%), and employee retention (42%). These statistics indicate that despite high self-ratings, employer branding initiatives are failing to deliver meaningful results in the areas that matter most to organizational success. The findings suggest that many companies may be overestimating the effectiveness of their current approaches to building and maintaining their employer reputation.

One of the most striking findings is the inconsistent approach to employer branding: only 28% of organizations have a comprehensive and consistently applied strategy, while 40% operate without any formal strategy at all. This strategic void likely contributes to the poor performance metrics observed across key talent areas. Furthermore, leadership of employer branding efforts is often misaligned, with marketing or public relations leading 43% of initiatives compared to HR's 25%. This division of responsibility may explain why many employer branding efforts fail to authentically represent workplace culture and employee experience.

Artificial intelligence is expected to play an increasingly significant role in future employer branding strategies. Potential AI applications include improved candidate targeting and sourcing (41%), personalized candidate experiences (36%), automated recruitment processes (34%), advanced analytics for brand measurement (34%), and AI-driven content creation (34%). These technological advancements could help address some of the current shortcomings in employer branding effectiveness by providing more data-driven insights and scalable personalization. Debbie McGrath, Chief Instigator and CEO of HR.com, emphasized the importance of HR's role, stating that HR professionals are uniquely positioned to ensure employer brands reflect authentic workplace culture and support critical initiatives like talent attraction and retention.

The research suggests that a more collaborative approach between HR, marketing, and leadership teams is crucial for developing a comprehensive employer brand that aligns business objectives with talent-focused goals. As organizations continue to navigate complex talent landscapes, the study underscores the importance of strategic, intentional employer branding that goes beyond surface-level reputation management and focuses on meaningful engagement and retention strategies. The full research findings are available at https://www.hr.com/en/featured_research/employer-branding-2025.