12 Stats That Prove to Your CEO Employer Branding Campaigns Are More Important Than Ever

Your employer brand should tell workers more than how much you pay, the hours they can expect to work, and the benefits the company provides. If COVID has shown us anything, it’s that the employee experience matters just as much as the quantitative aspects of a job. 

The fact that workers want higher salaries, more benefits, and better access to mental healthcare should factor into your employer branding strategy, but that’s not necessarily what will seal the deal for a new hire, and it certainly won’t guarantee you can keep the talent you have. 

New labor force demands will make the work of employer branding more challenging, but they also make it more powerful than ever. Post-COVID, employer branding can help workers find purpose in their jobs, link them to greater personal satisfaction, and right the ship of mental health.

These twelve statistics about employer branding in 2022 will explain the rest.

1. Half of workers say the pandemic has made them reconsider the work they do

According to McKinsey, almost 50% of workers say COVID has them thinking more deeply about their jobs. What they’re looking for is meaning: 70% say their sense of purpose comes from their work.

Employers who can tie the experience of working at their company to the social good will have the advantage when it comes to recruiting talent looking for something deeper. 

Other stats to know:

• 52% of workers say the pandemic has made them question the purpose of their day-to-day job

• 92% of people who have hopped around jobs since the beginning of the pandemic say they’re looking for something they’re passionate about

2. 56% of workers say the pandemic made them want to contribute more to society

Not only do workers want their jobs to give their lives greater meaning, they’re ready to actively contribute to social and environmental causes. 

A Gartner survey found that more than half of workers want to contribute more to society as a result of the pandemic. Losing people we love and watching death counts tick higher every day has made us think more clearly about our own mortality. For many, this has fueled a desire to serve others. 

Post-COVID, CSR (corporate social responsibility) and ESG (environmental, social, and governance) work is now more important than it ever has been.

3. 96% of employees expect their company to pursue a sustainability agenda 

In fact, ESG is now so important that workers are counting on it. A Mercer report says that 96% of employees expect their company to get involved in sustainability, so reporting your ESG strategy throught your employer brand is a must. 

You’ll reap the benefits in retention as well: The same Mercer report says that thriving employees are twice as likely to work for a company whose executive team prioritizes sustainability strategies. 

4. 58% of workers say the ability to do what they do best at work is most important to them 

Workers also want to know that their employer values their personal contributions and skills. When workers feel that their unique talents are recognized, that sense of purpose is amplified. 

According to a Gallup poll of more than 13,000 workers, 58% rank the ability to do what they do best as the most important factor when deciding whether to accept a new job.

Employers that can demonstrate the ways they prioritize skill development and recognize individual achievement will have the advantage with more than half of job seekers.  

5. 42% of workers say working for an organization that is diverse and inclusive of all types of people is most important to them

DEI matters. According to Gallup, 42% of workers say the most important factor in accepting a new job is an organization that is diverse and inclusive of all.

The hard work of employer branding is in showing, not telling, the impact of your DEI work from recruiting all the way to an employee walking out the door. 

6. 81% employees say they are at risk of burnout this year

Workers have to be guaranteed work-life balance and mental health support. An astounding 81% of workers in the United States say they are at risk of burnout in 2022; in 2019, that number was 63%, according to Mercer.

Workers who have caregiving responsibilities at home are especially at-risk of burning out, and in the United States, women are disproportionately affected. Women of color even more so. 

7. 61% of workers say greater work-life balance and better personal wellbeing is most important to them 

Because so many workers are toeing the burnout line, they care about work-life balance more than ever. 

Gallup says 61% of employees rate a company that values work-life balance and wellbeing as the most important factor when deciding whether to accept a new position.

8. Energized employees are 2x less likely to leave their company

On the other hand, if you can energize your workforce, you’re more likely to keep them. According to Mercer, energized employees are 2x less likely to jump ship than are those feeling burned out.

Even better: The same report found that energized employees are also 300% more supportive of company leadership.

9. Thriving employees are 7x more likely to work for a company that prioritizes employee wellbeing 

So, where are all the thriving employees? At companies that prioritize employee wellbeing. 

Employees that thrive in their jobs are 7x more likely to work for a company that places a high value on work-life balance and the mental health of its employees.

10. 31% of people whose jobs were affected by COVID-19 plan to change their employer in the next 6 months

Among workers whose jobs were affected by COVID, in the form of layoffs, reduced hours, increased restrictions, shifting guidelines, etc., 31% plan to look for a new job before the year is over, says a 2022 Randstad report. 

Employees who work hourly jobs or whose jobs must be done on-site are most likely to be in this group. This demographic is also likely to change careers, so employers should strategize now how they will recruit for those transferable skills. 

11. Only 2 in 5 employees say their company is meeting all of their needs 

One reason so many people are still shifting around the labor market is that they’re not getting the things they need at work, be it a safe and healthy work environment, childcare support, flexible schedules, paid leave, an inclusive environment, learning opportunities—that’s just a start.

This figure from Mercer can feel like a grim number until you start imagining the ways you can meet their needs. A little note to think on: This work starts with your current workforce.

12. 80% of employees believe their organization will do the right thing by them this year 

Even though 60% of employees say their company is not meeting their needs, workers in the States are ultimately hopeful, and they're confident in their employers: 80% of employees believe their organization will do right by them in 2022. 

Whether taking care of your current workforce, or recruiting new talent, let’s not let them down.

Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.

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