HR Professionals Urged to Take Larger Role in Employer Branding Strategies

A recent study conducted by the HR Research Institute underscores the pressing need for human resources professionals to take a more prominent role in shaping employer branding strategies. The report, titled 'HR.com's State of Employer Branding 2025,' reveals significant disparities between the perceived effectiveness of employer branding and its actual impact on crucial HR objectives.

While 62% of HR professionals rate their employer brand as above average or excellent in enhancing their company's reputation, the study exposes a concerning lack of confidence in its effectiveness for specific HR priorities. Less than half of the respondents believe their employer brand successfully enhances key areas such as diversity, equity, inclusion, and belonging (46%), talent attraction (44%), employee engagement (43%), and employee retention (42%).

The research also highlights a substantial gap in intentional branding efforts across organizations. Only 28% of companies have implemented a comprehensive and consistently applied employer branding strategy, while a significant 40% operate without any formal strategy in place. This lack of strategic approach could potentially hinder organizations' ability to attract and retain top talent in an increasingly competitive job market.

Furthermore, the study reveals an imbalance in the ownership of employer brand strategy within organizations. Marketing or public relations departments are more likely to lead employer branding efforts (43%) compared to HR departments (25%). This misalignment may result in a prioritization of overall company reputation over HR-specific outcomes, potentially compromising the effectiveness of talent-focused initiatives.

The findings emphasize the need for stronger collaboration between HR, marketing, and leadership teams to build a comprehensive employer brand that aligns business objectives with talent-focused goals. By taking a more active role in employer branding, HR professionals can ensure that the brand accurately reflects the authentic workplace culture and supports critical initiatives such as talent attraction and employee retention.

Looking ahead, the study also sheds light on the anticipated role of artificial intelligence (AI) in shaping future employer branding strategies. Key areas where AI is expected to make an impact 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%).

As organizations increasingly adopt AI technologies, HR professionals will need to ensure that these applications align with compliance standards, legal regulations, and industry best practices. This presents an opportunity for HR to take a leading role in guiding the ethical and effective implementation of AI in employer branding and recruitment processes.

Debbie McGrath, Chief Instigator and CEO of HR.com, emphasized the unique position of HR professionals in this context, stating, "HR professionals are uniquely positioned to ensure the employer brand reflects authentic workplace culture and supports critical initiatives like talent attraction and employee retention. It's time to give HR a bigger seat at the table."

The implications of this research are significant for HR professionals and business leaders alike. As organizations continue to navigate a rapidly evolving job market and workplace dynamics, a strong and authentic employer brand becomes increasingly crucial. By taking a more active role in shaping employer branding strategies, HR professionals can drive success across key HR areas and contribute more effectively to overall business objectives.

For those looking to delve deeper into the findings and implications of this research, the full report, HR.com's State of Employer Branding 2025, is available for free download. Additionally, a recorded webcast presentation titled Leveraging Employer Branding: Attracting and Retaining Top Talent in a Competitive Market offers further insights into leveraging employer branding for talent attraction and retention.