HR Professionals Urged to Take Active Role in Employer Branding as New Report Reveals Strategy Gaps

The latest research report from the HR Research Institute, HR.com's State of Employer Branding 2025, reveals significant gaps in how organizations approach employer branding despite its growing importance. While 62% of HR professionals rate their employer brand as above average or excellent at enhancing company reputation, confidence drops dramatically when assessing impact on HR-specific priorities. Less than half indicate success in key areas: diversity, equity, inclusion, and belonging (46%), talent attraction (44%), employee engagement (43%), and employee retention (42%).

The findings expose a substantial deficiency in intentional branding efforts across organizations. Only 28% have a comprehensive and consistently applied employer branding strategy, while 40% operate without any formal strategy whatsoever. This lack of structured approach undermines the potential effectiveness of employer branding initiatives and creates inconsistency in how organizations present themselves to current and prospective employees.

Compounding the problem is the misalignment in ownership of employer brand strategy within organizations. Marketing or public relations departments lead employer branding efforts in 43% of organizations, compared to just 25% where HR takes the lead. This division often results in branding efforts that prioritize external reputation over internal HR outcomes, creating a disconnect between how the organization markets itself and how it actually supports talent-focused goals. The report emphasizes that stronger collaboration between HR, marketing, and leadership teams is essential for building comprehensive employer brands that align business objectives with talent management needs.

Looking toward the future, artificial intelligence is expected to play an increasingly significant role in shaping employer branding strategies. The research identifies several key areas where AI will impact branding: 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%). However, the report cautions that employers must adopt AI with careful consideration, ensuring applications align with compliance standards, legal regulations, and industry best practices to avoid potential pitfalls.

The full research report offers detailed insights into current employer brand strategies and provides guidance for HR professionals seeking to improve processes across key HR areas. As organizations navigate increasingly competitive talent markets, the findings underscore the critical need for HR to take a more active role in developing and maintaining employer brand strategies that authentically reflect workplace culture while supporting essential HR initiatives.