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Employer brand is the missing link in digital transformation success

A staggeringly low number of companies are incorporating employer brand in digital transformation of talent acquisition, limiting the successful impact of this investment, according to an independent survey carried out by Aptitude Research on behalf of Alexander Mann Solutions.


According to the 2019 Talent Acquisition survey, just 29% of businesses believe brand plays an important role in digital transformation. With the integration of technology having a direct impact on the candidate and employee experience, the company warns that failure to align employer brand with digital transformation in talent acquisition could be damaging to a firm’s competitive skills attraction.


Laurie Padua, global head of technology and operations consulting at Alexander Mann Solutions, commented, “Digital transformation provides opportunities to show candidates and employees more about an organisation and, crucially, establish trusting relationships and partnerships. In many cases, this tech integration will have an impact at almost every talent touchpoint. Without a direct correlation between this and your employer brand, it’s almost impossible to ensure consistent messaging, which in turn could damage the candidate experience.


“When embracing digital technology, companies need to align their strategy with employer branding efforts and organisational culture, as well as consider the role of branding throughout the entire candidate journey, from recruitment marketing to onboarding. Consistency of messaging is critically important in not only successful digital transformation, but also a candidate-led environment.”


Photo courtesy of Shutterstock.com

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