• Recruiting Benchmarks: Branding Technique Use and Effectiveness

    Spotlight for Recruiting Professionals
    February 5, 2014

    The branding techniques used most by employers are also those that are typically rated as the most effective, according to results of NACE’s 2013 Recruiting Benchmarks Survey.

    This alignment suggests that employers have become relatively judicious at using only those techniques that have a proven record of effectiveness. There are, however, a few peculiarities worth noting.

    Search engine optimization was rated as “highly effective” by 40.9 percent of respondents that use it, yet only 29.4 percent of all respondents reported using it, suggesting that its effectiveness is underestimated. Oppositely, although about three-fourths of employers reported that they supported student organizations, only about one-third of users considered that doing so was a “highly effective” branding technique, suggesting that its effectiveness is overestimated.

    The 2013 Recruiting Benchmarks Survey was conducted May 22, 2013, through July 31, 2013, among NACE employer-member organizations, 275 of which—28 percent—participated. The 2013 Recruiting Benchmarks Survey report is available through the MyNACE area of NACEWeb. Highlights from the report are available at www.naceweb.org/surveys/college-recruiting.aspx.