HR Professionals Urged to Lead Employer Branding Strategies, Study Reveals

A comprehensive study by the HR Research Institute has exposed critical shortcomings in how organizations approach employer branding, suggesting that HR professionals must take a more proactive leadership role in shaping their company's talent attraction and retention strategies.

The research, titled 'HR.com's State of Employer Branding 2025', uncovered that while 62% of HR professionals rate their employer brand as above average or excellent, less than half believe their strategies effectively address key HR priorities. Specifically, only 46% feel their employer brand successfully supports diversity, equity, inclusion, and belonging (DEIB), while merely 42% believe it positively impacts employee retention.

One of the most striking findings is the significant strategic gap in employer branding efforts. Just 28% of organizations have a comprehensive and consistently applied employer branding strategy, with 40% operating without any formal approach. This lack of intentional branding could significantly hinder an organization's ability to attract and retain top talent in an increasingly competitive job market.

The study also revealed an organizational misalignment, with marketing and public relations leading employer branding efforts (43%) more frequently than HR departments (25%). This disconnect potentially prioritizes external reputation over internal talent management objectives, underscoring the need for stronger collaboration between HR, marketing, and leadership teams.

Looking forward, artificial intelligence emerges as a promising tool for enhancing employer branding strategies. Respondents identified key AI applications, including improved candidate targeting (41%), personalized candidate experiences (36%), and automated recruitment processes (34%). However, the research emphasizes the importance of implementing AI thoughtfully, ensuring alignment with compliance standards and legal regulations.

The findings suggest that HR professionals must become more strategic and holistic in their approach to employer branding. By taking a more active role in developing and maintaining these strategies, HR can better align workplace culture with talent attraction and retention goals.

As the employment landscape continues to evolve, organizations that prioritize a comprehensive, authentic employer brand strategy will likely gain a significant competitive advantage in attracting and retaining top talent.