Employer branding is the way in which the company promotes itself among current and potential employees. It describes the way the company introduces itself, and shows itself as a desirable place to work.
The Employer Branding Online Awards Italy 100 was conducted by Lundquist, a consulting company specialised in institutional communications. Evaluations are made on the basis of a list of 58 criteria, calculated on the basis of the results of a questionnaire compiled by more than 400 people from 37 different countries. The questionnaire examined what people are looking for when they visit corporate websites in search of job opportunities.
With a score of 67.5 points out of 100, Pirelli & C. was in first place in the Italy 100 study, followed by Eni and UniCredit, on an equal score of 62 points. The study clearly showed that companies are not exploiting the potential of the internet nor are they using their brands as a lever to give them a competitive advantage in the struggle to attract the best talent. Indeed, successful employer branding does not only attract new talent but creates value for the entire company because it transmits the brand and the value of the company.
The Italian results need to be analysed in the context of the Lundquist Employer Branding Online Awards Global 100, which analysed the 100 companies with the world’s strongest brands. On average, the companies in the Italian survey achieved much lower scores (31.2 points) than those in the global study (41.9 points).
Last updated on 24/01/11