HR's failure to measure impact of employer branding could lead to marketing departments taking over talent management

More than three-quarters of HR departments in global organisations do not measure the impact of their employer branding activity, research reveals.

The study of 500 HR professionals, by marketing consultancy Bernard Hodes Group, also reveals that only 62% of respondents have a formal employer branding strategy. And only 40% of those that do not have an employer branding strategy are considering one.

Helen Rosethorn, chief executive of Bernard Hodes Group in the UK, said the ability of marketing departments to measure the value of their activity means they are bigger drivers of employer branding than their HR colleagues.

"As the link between employees, customers and ultimately profit becomes more tangible, are matters relating to talent and brand being taken out of the hands of HR?" she asked.