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2015 Fortune 500 Top 100 Employment Brands

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Which Fortune 500 organizations lead the pack when it comes to attracting talent? They're usually the ones with an effective, engaging employment branding strategy. The WilsonHCG Research Institute™ takes a deeper look into which companies are successfully attracting and hiring the top talent in their industries — and why.

See which of the Fortune 500 companies made the Top 100 Employment Brands list. Fill out the form to the right and get the report now! And join the conversation online using #EBreport15.

Download the full report here: http://whcg.co/1PZ8jnK

Publié dans : Recrutement & RH
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2015 Fortune 500 Top 100 Employment Brands

  1. 1. 2015’s FORTUNE 500 TOP 100 EMPLOYMENT BRANDS
  2. 2. As experts in employment branding, WilsonHCG knows what it takes to attract and hire the most promising candidates — and the high costs associated with inadvertently deterring them. Employment trends are now in candidates’ favor: There are more open positions than there are people to fill them, and employment challenges will increase as baby boomers continue to exit the workforce. Candidates are more discerning about which companies they want to work for, and they have more ways than ever to research a potential employer. In this environment, only the companies with the most engaging employment brands will survive. In this report, we take a scientific approach to measuring employment brands. We have reviewed all Fortune 500 companies, focusing on career pages, job boards, candidate experience, accolades, recruitment marketing and corporate social responsibility. Which companies came out on top? The rankings have changed since last year. In many cases, company size doesn’t correlate to a strong employment brand: Of the top 10 companies in the Fortune 500, only three ranked highly enough to be featured in this report. Smart companies have already discovered that their employment brand is one of their most valuable assets. The companies that invest in and cultivate their brands will have a strategic advantage, both today and in the future. EMPLOYMENT BRANDING REPORT 2015’s Top 100 Fortune 500 Brands There are many ways to measure a company’s worth: market capitalization, revenue, profit and so on. But how do you measure a company’s employment brand — the image it projects to attract and hire the talent it needs to drive growth and stimulate innovation? That’s one of the most critical questions that companies face today, and the one we’ll answer in this year’s employment branding report. 1 FORTUNE is a registered trademark of Time Inc. WilsonHCG makes no claim to this mark. FORTUNE and Time Inc. are not affiliated with, and did not endorse this report or any of its contents. Data used in this report was collected from June 2015 through August 2015. 2015’s FORTUNE 500 TOP 100 EMPLOYMENT BRANDS
  3. 3. Employment branding is no longer an option. It’s a necessary tool to attract and engage quality candidates. Just as your company must market its products and services to prospective customers, it must also differentiate itself and promote its benefits to prospective candidates. Think of your employment brand as your personality. A well-executed employment brand highlights your values, mission and culture. It shows prospective candidates what it’s like to work for your company. As a result, candidates become fans of your company, and existing employees can serve as brand ambassadors. Employment branding goes beyond attractive marketing materials and a presence on social media. Your organization must have a story to tell, and use all of the tools at its disposal to share that narrative. This story is your employee value proposition (EVP). The EVP should be apparent in all aspects of the recruiting process, from the first search on a careers page through to onboarding. Employment branding continues to evolve. Companies are looking for a measurable return on investment from employment branding activities, and accordingly there’s a greater push to quantify performance. As a result, organizations are linking employment current state of EMPLOYMENT BRANDING 54 75% otherwise applicable rights holder. Aside from personal use and other than as expressly allowed herein, you may not download, post, display, publish, copy, reproduce, distribute, transmit, modify, perform, broadcast, transfer, create derivative works from, sell or otherwise exploit this report or any content herein. WilsonHCG owns all rights, tile and interest in and to this report, including the layout, look and feel, visuals and illustrations. Any commercial or promotional distribution, publishing or exploitation of this report, or any content, data or materials herein, is strictly prohibited unless you have received the express prior written permission from our authorized personnel or the 2015’s FORTUNE 500 TOP 100 EMPLOYMENT BRANDS branding to common talent acquisition metrics, such as the time it takes to fill roles and the cost to hire new employees. At the same time, there’s an increasing focus on the candidate experience. It’s not enough to simply process prospective candidates through search and screening activities. Recruiters must work as marketers, highlighting the EVP while understanding the candidate’s unique needs and wants. The candidate experience is critical because people talk: A positive experience lifts the employer brand, and a negative experience lowers it. People who feel mistreated have many avenues, including social media and review sites, to share their disappointment. One dissatisfied candidate can influence friends, family, peers, coworkers and even strangers on your company. Truly unhappy candidates might even stop using your products and services, and encourage others to do the same. The candidate experience is just one dimension of employment branding that we will investigate in this report. We will also look at career pages, job boards, company accolades, recruitment marketing and corporate social responsibility. All of these elements go into creating a successful employment brand. For each category, we have developed a points-based scorecard that measures the maturity of a company’s employment brand. The importance of employment branding has grown incredibly important in a relatively short amount of time. We hope that by reading this report, you’ll gain an understanding of how critical employment branding is, and what goes into developing a strong brand that will help your company compete for top talent. of recruiters say that the employer brand has a significant impact on hiring success. – 2015 LinkedIn Global Trends Report
  4. 4. 2015’s FORTUNE 500 TOP 100 EMPLOYMENT BRANDS industry INSIGHTSWhile every company is different, it’s easy to see trends emerge when we look at industries as a whole. Just as some industries require a stronger consumer brand than others, some industries demonstrate greater maturity in employment branding than others. In this section, we highlight some major industries and assess their performance. You will find some surprises. Some industries known for their strong consumer brands did not fare well on our listings, especially in the entertainment and media sector. It’s most useful to look at these trends as guidelines, not absolutes. In every industry, there are leaders in employment branding, TRANSPORTATION: Transportation companies were some of the strongest performers this year. Airlines were more likely than railroads to tout their accolades, but railroads generally did a better job with recruitment marketing. All companies have room for improvement in corporate social responsibility. TECHNOLOGY: Technology companies generally did well with career sites, job postings and candidate experience. However, it was a surprise to see some companies falling behind by failing to have — or promote — a strong list of accolades and an attractive corporate social responsibility program. HEALTHCARE: Pharmaceutical companies were some of the highest performers on our list, with very impressive candidate experience and corporate responsibility scores. They also made effective use of career pages and job boards. Other companies in the healthcare industry were also strong performers. BANKING & FINANCE: Banking and finance companies generally did well with job boards, but fell behind in other categories, like candidate experience and corporate responsibility. These companies should consider extending their general marketing brand to their employment brand. MEDIA & ENTERTAINMENT: You’d expect media companies to perform well on our rankings, however, while these companies did a good job with recruitment marketing, they provided a lower-than-average candidate experience and failed to promote their corporate social responsibility initiatives. RETAIL: Retailers generally made good use of job boards and career pages, with many showing multimedia content. However, scores for candidate experience didn’t impress. And specialty retailers — particularly specialty apparel retailers — lagged behind the average for recruitment marketing and accolades. 76 www.WilsonHCG.com 2015 © WilsonHCG - Proprietary while other companies — sometimes giants with much prestige — fall behind. We’re not too surprised to learn that some companies are succeeding without strong employment branding, but we believe these organizations will find it increasingly difficult to compete for talent. As candidates become more savvy, they will naturally gravitate to employers with the strongest brands. Companies in all industries should consider all of the dimensions and benefits of strong employment branding. Later in this report, we will discuss which industries performed best for each of our scoring criteria.
  5. 5. 2015’s FORTUNE 500 TOP 100 EMPLOYMENT BRANDS 1 73 95 9 2 74 96 9 Johnson & Johnson 79 total points Google 65 total points General Mills 71 total points P&G 64 total points Intel 67 total points Nordstrom 64 total points AT&T 72 total points Salesforce.com 65 total points Coca-Cola 68 total points Goldman Sachs 64 total points Southwest Airlines 66 total points Coca-Cola Enterprises 64 total points 98 www.WilsonHCG.com 2015 © WilsonHCG - Proprietary employment branding: TOP RANKING COMPANIES