More than half (56%) of jobseekers across the globe say an employer’s brand or reputation is more important today than it was 5 years ago. The feeling is even stronger in China (72%) and Mexico (62%). This is according to a global study of job seekers conducted by ManpowerGroup Solutions. Insights into the importance of employer branding are shared in a new paper, Brand Detectives: The New Generation of Global Candidates.
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Millennials are the most brand-driven candidates, ranking company brand in their top three motivators, along with compensation and job responsibilities. These 25- to 34-year-olds also research companies “the Millennial way.” Social media is the number one way to find information about a company in China; in Mexico, 43% of job seekers use social media for brand research.
“The Google generation does not have to rely on what potential employers tell them about a company; they have instant access to news articles, social networks, and employer review sites,” said Kate Donovan, senior vice president of ManpowerGroup Solutions and Global RPO president. “Today’s job seekers recognize they spend a significant amount of their lives at work, and as such, they want to ensure they align themselves with organizations that have great brands and a satisfying culture.”