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Mark Hornung

Mark Hornung is a senior vice president of Bernard Hodes Group. He works with clients in financial services, high tech, healthcare, construction & engineering, retail, automotive, and other industries. He has a degree in philosophy from John Carroll University.

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Employer Brand Messaging Is Valuable, But Many Need Refreshing

by
Mark Hornung
Apr 27, 2012, 8:54 am ET

Most organizations need to work on how they develop and articulate their employer brand strategies. Just over half of employers claim to have an employer brand strategy (51%), a fifth (19%) are in the process of revising one, and 24% are working towards one. That’s what Bernard Hodes Group learned from our new research, called The Growing Value of Employer Brands.

Of those employers that claim to have a strategy, the average age of it is 4.3 years. The results suggest that many employers are using strategies pre-dating the Great Recession. Relying on an old strategy is a recipe for disaster given the changes in workers’ attitudes wrought by turbulent labor markets and the rise of new channels such as social media.

The survey polled 175 employers across the U.S. in a spectrum of industries from education to manufacturing. About 240 employees were surveyed and were not necessarily employed by any of the participating employers. When comparing the two sets of data, there are some stark disconnects (see the graphic in the upper right). Some of the most noteworthy include:

  • Only 25% of employers indicated that compensation is one of the most important attributes of an employer brand, compared with 64% of employees.
  • Job security was ranked highly by 41% of employees, but only 21% of employers.
  • Just 15% of employers felt that recognition is important in attracting new hires, while 33% of employees ranked it highly.
  • Nearly half of employers (44%) felt career growth and advancement opportunities are important to attracting talent, while just over a quarter of talent (27%) agreed.

Looking at the data, one gets the impression that many employers may have lost common sense. keep reading…

The Death of Twitter

by
Mark Hornung
May 11, 2009, 1:06 pm ET

Nobody goes there anymore. It’s too crowded.

Yogi Berra

You read it here first, folks: Twitter — at least as it is structured today — is going down. Oh sure, it’s easy to be a contrarian: simply watch where everyone is going and then head in the opposite direction. But the media attention on Twitter means we need to monitor its impact on social interaction — especially recruiting. That said, there are real reasons why the social media phenom Twitter is poised to become a victim of its own success. keep reading…

Employee Free Choice Act: Who Wins, Who Loses

by
Mark Hornung
Apr 3, 2009, 5:28 am ET

The first casualty when war comes is truth. – Sen. Hiram Johnson (R., CA), 1918

The looming passage of the Employee Free Choice Act has the business world in a frenzy. The EFCA, if you haven’t been paying attention, would make it easier for unions to organize and reduce employers’ leverage in contract negotiations.

Businesses act like sentries on the parapets of ancient castles, warning of the approach of barbarian hordes. Consultants, trade associations, and labor lawyers presage unions gaining strength and forcing onerous agreements, obliterating productivity and adding costs. All of this comes, of course, at the worst possible time from a business perspective. keep reading…