An organization can present a candidate with a dream role, but acceptance of the job offer largely hinges on the strength of the company’s employer brand, according to data from the 2018 MRINetwork Reputation Management Study. Candidates reported it is the company’s reputation as an employer that is a top consideration when evaluating a job offer.

Therefore, the interview process is a critical opportunity for organizations to demonstrate a positive company culture and employee-centric values that are indicative of a strong employer brand, according to MRINetwork.

Sixty-nine percent of candidates surveyed said employer brand strength is important or very important when they are evaluating a job offer. And 64% of job seekers also said the interview process conveys a fair amount to a lot about the company culture.

Favorable factors prioritized by applicants that impact employer brand include competitive compensation packages, cited by 68% of survey participants; work-life balance, cited by 47%; and advancement opportunities, cited by 40%.

But just as there is potential for candidates to communicate positive experiences about prospective employers, there is the same possibility of negative experiences being communicated and damaging the employer brand.

Negative factors such as poor work-life balance at 63%, excessive turnover across the company at 60%, and excessive management turnover at 51% were listed as being most detrimental to employer brand.

Job seekers were also asked, “What are the biggest turnoffs about the interview process?” Lack of feedback following interviews garnered the most responses at 62%, followed by lack of communication throughout the interview process and discrepancies among interviewers about job duties at 47% and 36% respectively.

Candidates feel referrals by existing employees are the most important method for evaluating employer brands. While applicants frequently conduct their due diligence via company websites and review sites, employee referrals remain a valuable asset that employers can leverage to attract top talent. The top-five methods for evaluating employer brand include:

• Employee referrals: 59%
• Company website: 56%
• Glassdoor or similar site: 38%
• Employee testimonials: 28%
• Media coverage: 24%

The 2018 MRINetwork Reputation Management Survey was conducted in March and April.