Strategic Employer Branding Key to Talent Management Success, HR.com Study Reveals

The HR.com's Research Institute has released findings from its 'State of Employer Branding 2025' study, shedding light on the pressing challenges and opportunities in employer branding. Despite 62% of HR professionals rating their employer brand as above average or excellent, confidence in its effectiveness in key areas such as talent attraction, engagement, and retention is significantly lower. This discrepancy underscores a critical gap in the strategic application of employer branding efforts.

With less than half of organizations reporting success in diversity, equity, inclusion, and belonging (46%), talent attraction (44%), employee engagement (43%), and employee retention (42%), the study calls for a more intentional and strategic approach to employer branding. Notably, only 28% of organizations have a comprehensive and consistently applied strategy, while 40% operate without any formal strategy at all. This lack of strategic direction is further complicated by the misalignment in leadership, with marketing or public relations leading 43% of initiatives compared to HR's 25%.

The study also highlights the potential of artificial intelligence in revolutionizing employer branding strategies. From improved candidate targeting and sourcing (41%) to personalized candidate experiences (36%), automated recruitment processes (34%), advanced analytics for brand measurement (34%), and AI-driven content creation (34%), AI offers a plethora of tools to enhance employer branding efforts.

Debbie McGrath, Chief Instigator and CEO of HR.com, emphasizes the unique position of HR professionals in ensuring that employer brands authentically reflect workplace culture and support critical talent management initiatives. The research advocates for a collaborative approach between HR, marketing, and leadership teams to develop a comprehensive employer brand that aligns business objectives with talent-focused goals.

As the talent landscape becomes increasingly complex, the study underscores the necessity for organizations to move beyond surface-level reputation management. Strategic, intentional employer branding that focuses on meaningful engagement and retention strategies is paramount for attracting and retaining top talent in a competitive market.