Three Findings from the 2022 Talent Brand Practitioner Survey
Most full-time recruitment marketers are self-taught, which hasn't changed, especially with the challenges arising from the pandemic and great resignation.
Many companies now understand the critical nature and value of talent branding work and have begun to make it a priority. However, as we connect the dots within our organizations, this means that also means more work, more stakeholders, and more priorities. With the increased activity in our field, we want to embrace information sharing to make and reduce the uncertainty that exists for practitioners.
One way the TBA has been doing that is through the annual Talent Brand Practitioner Survey. This year marks our third survey of the community, and we wanted to give you a sneak peak into a few of the many interesting insights from this year’s survey. (For the insider scoop, join the Talent Brand Alliance if you’re not already a member and upgrade to a Pro TBA membership to see the survey results.)
What’s in a Title?
Last year we thought we saw a surprising number of titles in the 2021 Practitioner Survey, but we gained 40 more this year!
Most commonly, those who work exclusively in our field are called Employer Brand Manager, Talent Brand Manager or Recruitment Marketing Manager, which is the same as our 2021 survey. Today we see 190 other titles for people doing talent branding work.
When looking at all the titles, we see a combination of the words manager, brand, talent, employer, marketing, etc. We’re all dancing around the same concepts, but there’s just no agreement on what we call the different roles.
There is growth in the niche that is Employer Brand
Companies are beginning to pay more attention to the branding centered around talent attraction with the target audience being candidates.
We saw an expansion of employer branders across the globe who took our survey, adding five new countries to our map. The new countries were Romania, China, Israel, New Zealand, and Spain.
But we’re not just seeing geographical growth, we’re also seeing it in companies big and small. It’s not just large, international corporations with 10,000+ employees prioritizing employer branding. Smaller companies with fewer than 250 employees are also jumping into the employer brand space.
Team sizes have grown too. The majority of those who do this work full time are still solo talent branders. However, it seems that companies are starting to invest more with the average team size jumping to teams of three.
Of our survey participants, the majority are on teams of 1 to 3 people, and they are at companies with 1,000 to 5,000 employees. Teams of 4 are often at companies with less than 250 employees (surprising but true), and teams of 5+ are primarily found in companies with 100,000+ employees.
Salaries are on the up and up
In 2021, we underestimated how many talent branders would be above the $100K threshold as Because the majority of people were making less than $95,000 in our first survey. We decided to be more detailed for 2022, and the results are that 75% of our participants are making over $100K.
Now, if you want to see more granular data — which includes average salaries by career level — and gain access to the all the the data from our 2022 Talent Brand Practitioner survey, become a Pro Member of the Talent Brand Alliance You’ll also be able to watch the replay of the event where we discussed the results and insights.
About TBA Member Heather Leszczewicz
Heather Leszczewicz is a former journalist who transitioned from writing community stories in the Chicago area to employee stories from around the globe for Fortune 500 companies. She is a champion for employer brand, recruitment marketing and diversity, equity and inclusion efforts. She’s a social media enthusiast who is caffeinated at all times and loves a good personality test.