HR.com Study Highlights Strategic Gaps in Employer Branding and the Rising Role of AI

A comprehensive study conducted by HR.com's Research Institute has brought to light the pressing challenges and strategic gaps in employer branding within organizations today. The research, titled 'HR.com's State of Employer Branding 2025', indicates a disparity between the perceived strength of employer brands and their actual impact on key HR priorities such as talent attraction, engagement, and retention.

Despite 62% of HR professionals rating their employer brand as above average or excellent, the study found less confidence in its effectiveness in critical areas. Notably, fewer than half of the organizations surveyed reported success in diversity, equity, inclusion, and belonging (46%), talent attraction (44%), employee engagement (43%), and employee retention (42%). This highlights a significant gap between perception and reality in employer branding efforts.

The study also uncovered a lack of consistency in employer branding strategies, with only 28% of organizations having a comprehensive and consistently applied strategy. Alarmingly, 40% operate without any formal strategy at all. The leadership of employer branding efforts is another area of concern, with marketing or public relations leading 43% of initiatives, compared to HR's 25%. This misalignment suggests a need for a more collaborative approach between HR, marketing, and leadership teams to develop a cohesive employer brand that aligns with both business objectives and talent-focused goals.

Looking ahead, artificial intelligence is poised to play a pivotal role in transforming employer branding strategies. Potential applications of AI include improved candidate targeting and sourcing (41%), personalized candidate experiences (36%), automated recruitment processes (34%), advanced analytics for brand measurement (34%), and AI-driven content creation (34%). These innovations could significantly enhance the effectiveness of employer branding efforts, making them more targeted, efficient, and impactful.

Debbie McGrath, Chief Instigator and CEO of HR.com, highlighted the critical role of HR professionals in ensuring that employer brands authentically reflect workplace culture and support essential initiatives like talent attraction and retention. The study underscores the importance of strategic, intentional employer branding that goes beyond superficial reputation management to focus on meaningful engagement and retention strategies. As organizations navigate the complexities of the modern talent landscape, the findings of this research serve as a call to action for HR professionals to take a more strategic and collaborative approach to employer branding.