Cliquify partnered with the Top Employers Institute to understand the top 2025 trends shaping the Employer Branding function worldwide. Employer Branding and Talent leaders across 50+ organizations participated. Here is a summary of what’s at the top of their minds.
1. Aligning with the overall talent strategy:
Employer branding leaders regularly meet with talent acquisition (attraction), talent management (retention), and workforce planning functions to drive initiatives that will have a direct impact on the quality and speed of talent attraction and internal mobility. The workforce planning function provides key insights into the type of workforce skills and location plans being developed to help employer branding leaders better invest their limited resources.
2. Creating and rolling out a unique EVP at the global and local level:
Understanding the real characteristics of the EVP through listening tools across channels like internal engagement surveys, social media, Reddit, and Glassdoor. Employer branding leaders are crafting not just the global EVP, but also creating local persona-based EVPs to drive more meaning across each segment of the workforce.
3. Focusing on real content from real people:
In the age of AI, employees and candidates are becoming more aware of content that is genuine. As such, there continues to be focus on employee-generated content in photo, graphic, and video format to drive trust in relationships between enterprises and people. AI assistants are being used to drive more productivity, but not replacing content fully with AI.
4. The channels that drive the highest ROI:
Employer branding leaders are diversifying their channels from traditional programmatic and paid media to organic or earned media through social media networks. In addition to external outreach, internal communication channels such as Microsoft Teams, Viva Engage, Slack, and internal micro-sites/landing pages are being leveraged to activate the EVP internally.
5. Measuring what matters:
Aligning on the OKRs (Objectives & Key Results) with the talent acqusition and the talent management (retention) function is critical for employer branding leaders. The employer branding dashboard is quickly evolving to be more comprehensive with not just external talent engagement, but also how the brand and the EVP are impacting sentiment and retention.
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Download the full report and findings here:
2025 Employer Brand Priorities & Budgets
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