- Johnson & Johnson has the best employer branding strategy of Fortune 500 companies, according to WilsonHCG, global talent solutions provider. The organization identified the top 25 companies in its 2018 Fortune 500 Top 100 Employment Brands report. Companies were evaluated and ranked on how well their brands made them an "employer of choice."
- The winning companies shifted from merely preaching about their brand to incorporating a brand strategy into their operations, according to WilsonHCG. Intel took second place, with Procter & Gamble, IBM and Lockheed Martin tied for third.
- Leading companies align their brand strategy with their financial performance, according to the report. But many companies struggle to make innovative employment branding work for them; 42% of 18 to 35 year olds said they're not learning and progressing on the job as expected and are ready to leave.
Experts tell HR Dive that 2018 will bring a focus on branding. Among CHROs' highest priorities is improving the employee experience through more effective employee engagement, and by communicating that experience through branding.
An employer's brand, which is an outward expression of its values, can enhance the employee experience. But lip service alone isn't enough; employers must integrate their brand into their recruiting, hiring, training, benefits and other employment operations. If perceived to be disingenuous, efforts can have the opposite effect, risking damage to recruitment, retention and engagement strategies.
An evolving workforce is demanding change, and effective branding can both signal and foster change. Younger workers often value individualization, especially as it applies to career development and voluntary benefits. And a growing number of workers favor flexible schedules and remote work options — all modern ways of working that technology has largely enabled. Employers that best communicate these options to potential candidates will be poised to compete in the tight labor market.