Attracting Specialized Talent: The Key According to PrideCom’s First Study on Employer Branding

Recently, the first study on the state of Employer Branding in Spain has been published, revealing that the technology, industry, and commerce sectors are leading in this area. These sectors have established teams, over three years of experience, and budgets exceeding 50,000 euros annually for their employer branding strategies.

The data collected from surveys of more than 200 professionals between October 2024 and February 2025 indicates that 70% of organizations already have an active employer branding strategy in place. However, although 73% of respondents consider this discipline crucial for business future, only 11% report having seen significant advancements in its development.

According to the study, attracting specialized talent is currently the top priority in these organizations, accounting for 18% of mentions, closely followed by retaining key profiles, which represents 14%. It is expected that by 2026, both areas will gain equal relevance, consolidating the importance of talent retention.

In terms of investment, 28% of companies allocate more than 50,000 euros annually to employer branding initiatives. However, a significant 47% of respondents are unaware if their company has a specific budget for this function. The industries that direct the most resources to this area are finance and banking, tourism and hospitality, as well as technology and telecommunications.

The study also highlights the need to improve interdepartmental collaboration. Although Human Resources leads these initiatives, 52% of professionals seek closer coordination with Internal Communications, Marketing, and External Communication departments. Nevertheless, 62% believe that the commitment of senior management to the employer brand is still moderate or low.

In their daily work, employer branding professionals primarily focus on creating brand strategies, managing social media, and developing employee value propositions. Despite this, measuring results presents a challenge, as 48% do not evaluate their actions. Among those who do, the most common indicators are the number of applications received, engagement on social media, and the job offer acceptance rate.

This study is not only the first of its kind in Spain but also aims to establish the foundations for ongoing tracking of the evolution of this discipline, promoting an informed debate based on concrete data and industry experiences.