Posted on August 26, 2018

In today's hyper competitive market, companies have to find ways to differentiate themselves to become an employer of choice and ensure not only talent attraction, but also retention.

The latest poll entitled 'Employer Branding in the Middle East and North Africa' has found that engaging with potential job seekers online is positive for a company's employer branding and is demanded by 94.7 percent of the region's job seekers. In fact, two-thirds of these job seekers (66.5%) said they follow companies on job sites to 'learn about their work environment'. That being said, the majority (82.3%) of respondents believe that it is currently 'difficult' to learn about company culture and work environment before applying for a job, including three in every four respondents (76.1%) who say that it is 'very difficult'. Only one in 10 respondents claimed that finding out sufficient information about the company culture and work environment was easy (10.9%). 

More than 93 percent of job seekers believe that a company's employer brand is important for its success, with 85.9 percent stating that it is 'very important'. When asked about the benefits of employer branding, seven out of 10 MENA respondents said 'ease of attracting job seekers' (70.2%). Others also mentioned 'recognition as an employer of choice' (3.4%), and 'better employee engagement' (2.2%). What's more, nine in every 10 respondents claim that online employer branding helps 'increase talent retention rates' (89.8%) and 79 percent agreed that it can also help 'reduce long-term hiring costs'. 

Two-thirds of respondents believe that the most harmful thing for an employer brand is 'not communicating with talent' (67.4%), this is followed by an 'unprofessional work environment' (6.6%), 'unclear job descriptions' (2.5%), and 'lack of information on job sites' (2.3%). When asked about who in the company was responsible for employer branding, a majority of the respondents answered that the onus lay on 'the HR department' (69.1%), followed by 'all employees' (15.2%), 'the marketing department' (10.3%) and 'the company's senior management' (3.6%). 

"The recent technological advancements and trends, which make information easily and readily accessible, have rendered employer branding one of modern-day essential business practices. Indeed, in today's hyper-connected world, and amidst the ongoing battle to hire and retain the best talent, companies that manage their online presence and create a powerful online brand are able to better position themselves as an employer of choice among top talent. provides employers around the region the essential tools to elevate their employer brand and become a more attractive workplace for potential job seekers," said Suhail Masri, Vice-President, Employer Solutions,

source: Qatar Tribune