While Employer Branding gains prominence in organizations’ strategic agendas, a new study released by Onhappy, Onfly’s corporate leisure travel benefit, shows that only 11% of Brazilian companies consider their actions in this area truly effective. The survey “Employer Branding in Brazil – Diagnosis and strategies for real results” brings unprecedented data on how companies are dealing with the challenges of employer reputation. Lack of resources was cited as the biggest barrier to advancing strategy maturity by 44.7% of respondents, followed by lack of leadership support (33.8%), misalignment between departments (32.5%), employee engagement (31.1%), and difficulty in measuring the results of actions (29.5%).
One of the study’s key highlights is the central role of EVP (Employee Value Proposition) – the set of values and benefits a company offers its employees – in organizations that achieve better employer branding results. Creating a clear and authentic EVP was cited by 44% of professionals surveyed as the most effective factor in strengthening the employer brand, followed by authentic and transparent communication (28%) and professional development programs (14%).
“To build successful employer branding, it’s essential that the narrative the organization builds for the external world – the one that attracts talent – must be reflected in employees’ real day-to-day experience. Organizations that don’t deliver what they communicate risk becoming targets of criticism on public platforms like Glassdoor or social media, damaging their reputation,” says Gian Farinelli, CEO of Onhappy.
Another finding revealed by Onhappy’s survey is that 41.7% of companies recognize corporate benefits as one of the main attractions in building an employer brand. The research suggests that initiatives focused on well-being – such as mental health, flexibility, and access to experiences like travel – are gaining ground over traditional models based solely on compensation.
“Employer Branding is no longer a differentiator. It’s a strategic urgency. Companies that don’t invest in authenticity and employee experience will fall behind in the race for talent,” points out Onhappy’s CEO, who impacts over 120,000 employees across various companies.
The study also analyzed the main KPIs used to measure Employer Branding, highlighting employee NPS, used by 76.8% of companies, talent retention rate (43.7%), and social media engagement (31.8%). However, measurement remains a weak point for many organizations, which report difficulties in isolating variables and connecting branding results to talent attraction and retention.
“The path is clear: companies that treat employer branding as a strategic priority, aligned with business and supported by leadership, will attract talent and increase retention. In today’s scenario, an authentic employer brand is no longer a differentiator – it’s a prerequisite to compete and grow,” concludes Farinelli.
The survey “Employer Branding in Brazil – Diagnosis and strategies for real results” interviewed over 150 professionals from companies of various sizes and sectors, such as technology, industry, services, education, agribusiness, and others. The complete survey is available for free downloadat this link and aims to be a direct diagnosis of the current scenario, offering concrete data and practical suggestions for companies looking to strengthen their employer brand from the inside out.
