Study on workplace culture & employer branding

In times of a growing shortage of skilled workers, employer branding and the development of a credible and differentiating employer brand remains a hot topic. For this reason, Great Place to Work®, in collaboration with its partner organizations KLAR and the Institute for Strategic Management at HWZ Zurich, surveyed 147 organizations on how they use their workplace culture as the basis for their employer brand and how they use it to recruit and retain talent.

The study shows that 66% of the organizations surveyed are facing a talent shortage. In particular, there is a shortage of skilled workers for technical professions and specialists with an academic education on the talent market. In order to attract the right talent in the market, a clear and attractive employer brand is essential, however only 50% of organizations state that their employer brand is clear and well defined. Only 39% feel that their employer brand clearly differentiates them from the competition. 

There are also deficits in the communication of the employer brand. Only 3 out of 10 organizations surveyed state that the employer brand is successfully communicated within the organization or externally. Employer branding has many advantages: 97% state that employer branding increases the attractiveness of the organization as an employer. 81% are of the opinion that it binds employees more closely to the organization.