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SEA companies will invest more in 2015 to create and build awareness: LinkedIn

Zafirah Salim | Nov. 27, 2014
Right after company websites, online professional networks such as LinkedIn are found to be the most effective in spreading the employer brand.

More than half of companies (56 percent) in South East Asia (SEA) are spending more to raise general awareness of their company to establish a strong employer brand.

With the view that competition for top talent is increasing (54 percent), coupled with a planned increase in hiring (53 percent), companies have said that spending on the employer brand will increase.

This is according to a 2015 Global Recruiting Trends Report conducted by business-oriented social networking company LinkedIn. Polling 4,125 talent acquisition leaders across 31 countries and 14 industries, the report provides insights into the global and SEA talent landscape, as well as the future plans of these professionals.

The study highlighted that spending more to build a strong employer brand is vital, as 86 percent of respondents said they are aware of its impact on their ability to hire great talent. This is because a compelling talent brand - what the talent thinks, feels and shares about a company - can reduce the cost per hire by up to 50 percent and lower the turnover rate by 28 percent.

Digital and social tools help build a strong employer brand

Additionally, online professional networks are found to be able to help build this strong employer brand. Digital and social tools take the lead in promoting the employer brand in SEA. Right after company websites, online professional networks such as LinkedIn have become the most effective in spreading the employer brand (56 percent). This is followed by social media platforms such as Facebook and Twitter at 53 percent, and word of mouth (through family and friends) at 51 percent.

As the use of online professional networks becomes more prevalent, companies are also recognising the need to promote their digital presence on mobile-friendly platforms. 41 percent of respondents said this is a priority, while 44 percent acknowledged the importance of getting onto the mobile bandwagon, but have yet to embark on mobile promotions.

According to the report, the last key trend that will shape the recruitment industry next year is that passive candidate recruitment is increasing in SEA. In 2015, talent sourcing will experience a shift in the tide as online professional networks continue to become more important as a channel. This shift is aided by the growth of passive candidate recruitment, with 65 percent citing that it's part of their hiring strategy to target this group of potential talent. And with passive talent accounting for 75 percent of all professionals worldwide, the use of online professional networks as a recruiting approach cannot be overlooked.

"The pitch for highly-skilled talent continues across the region, and has emerged as one of the most important priorities for companies in Southeast Asia," said Feon Ang, Director of LinkedIn Talent Solutions in the Asia Pacific region. "With hiring volumes expected to increase faster than hiring budgets, talent acquisition leaders and business leaders will need to be smarter about creating and building their employer brands so they are top of mind as they seek to attract the best in their industry."


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