While Employer Branding gains prominence in organizations' strategic agendas, a new study released by Onhappy, a corporate leisure travel benefit from Onfly, shows that only 11% of Brazilian companies consider their actions in this area to be truly effective. The survey "Employer Branding in Brazil – Diagnosis and strategies for real results" presents unprecedented data on how companies are dealing with the challenges of reputation as an employer brand.Lack of resources was identified 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 main highlights of the study is the central role of the EVP (Employee Value Proposition) – a set of values and benefits that a company offers to its employees – in organizations that achieve better employer branding results.The creation of a clear and authentic EVP was identified by 44% of the professionals surveyed in the study as the most effective factor in strengthening the employer brand, followed by authentic and transparent communication (28%) and professional development programs (14%).
"To build a successful employer branding, it is essential that the narrative the organization constructs for the external world — the one that attracts talent — is reflected in the actual experience of employees in their daily lives. Organizations that do not deliver what they communicate risk becoming targets of criticism on public platforms such as Glassdoor or social media, damaging their reputation," says Gian Farinelli, CEO of Onhappy.
Another finding from 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 at the expense of traditional models based solely on compensation.
"Employer Branding is no longer a differentiator. It is a strategic urgency. Companies that do not invest in authenticity and employee experience will fall behind in the talent search," says the CEO of Onhappy, which impacts over 120,000 employees from various companies.
The study also analyzed the main KPIs used to measure Employer Branding, highlighting the 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 linking branding results to talent attraction and retention.
"The path is clear: companies that treat employer branding as a strategic priority, aligned with the business and supported by leadership, will attract talent and increase retention. In the current scenario, an authentic employer brand is no longer a differentiator — it is a prerequisite to compete and grow," concludes Farinelli.
The research "Employer Branding in Brazil – Diagnosis and strategies for real results" surveyed over 150 professionals from companies of different sizes and sectors, such as technology, industry, services, education, agribusiness, and others. The complete survey is available for free download.in this linkand aims to be a direct diagnosis of the current scenario, providing concrete data and practical suggestions for companies that want to strengthen their employer brand from the inside out.
