Employer Branding is becoming increasingly more important in companies, due to an expected shortage of highly qualified people in the job market according to e-book retailer Bookboon.
The research involved 12,411 participants. It asked: 'Have you applied for a job in a company you knew little about?' and 60% confirmed they had, but when asked 'Did you really want the job?' 64% said 'yes'.
This means only 36% have sincerely applied for a job in a company they knew little about.
Bookboon's CEO Kristian Madsen, said: "People prefer working for a company they know, and a company which is known by friends and family. This is both out of personal pride and trust in the financial stability of the Company".
Employer Branding has grown as a discipline due to the fact that the competition for recruiting talented new employees became fiercer. The baby boom generation is to retire in the coming years, and fewer young talents are to fill the ranks. It has therefore become more and more difficult for companies to recruit the right specialists and graduates from universities.
Peter Lyager, senior HR consultant at PwC, added: "Employer Branding is a focus for us, due to the competition for the top talents, and even more so now with the low number of graduates coming from University."
