H&R BLOCK

Embarking on an employer brand journey, H&R Block engaged Link Humans to provide research and measurement.

The Employer Brand Index helped the company gain insights to its own positioning, what strengths to showcase and input to their EVP development.


Background

H&R Block is an American tax preparation company operating in Canada, United States, Australia, and India. The company was founded in 1955 by brothers Henry W. Bloch and Richard Bloch.

It is a unique company with very seasonal recruiting needs and the need to re-recruit talent year after year.


Brief

  • Creating a baseline of employer brand measurement for H&R Block
  • Informing the talent attraction strategy on strengths and weaknesses
  • Identifying what makes H&R Block stand out in a candidate-driven marketplace
  • Providing data from a number of external sources to be used for EVP development

What we did

  • Measured H&R Block’s employer brand with a deep evaluation of what candidates, employees, and alumni are saying about the company online
  • Cut data and tailored visualizations to fit the company’s reporting requirements
  • Presented the findings to senior management within the business
DANIELLE HILTON
Recruitment Marketing Manager

H&R Block’s Perspective

The Employer Brand Index provided a measurable benchmark of our employer brand before launching our EVP. This quantitative measurement reinforced some of what we already knew and gave us insights that helped inform the development of our EVP.

Not only were we able to see the ranking of each employer brand attribute, but also how often people were talking about them. We’re looking forward to conducting subsequent EBI reports following the launch of our EVP.

We really do look at the Employer Brand Index as a score we can use as the ROI of our employer brand.

LISTEN TO H&R BLOCK ON
THE EMPLOYER BRAND PODCAST

Results

  • H&R Block now has a clear understanding knows what the perception of its employer brand is, benchmarked with a number of similar companies
  • The Employer Brand Index has enabled H&R Block to have the right internal discussions, focus its talent attraction efforts, dialing up what is truly great at as an employer and further investigating areas for improvement
  • The company found very high sentiment scores for CSR, but a low share of voice. H&R Block has used this insight to increase the volume of content shared about this attribute.
  • It has also provided evidence of H&R Block’s employer reputation, which has been invaluable when bringing different businesses, functions, and geographies to the table to improve the talent brand
  • The company has a clear roadmap to improving employer brand and talent attraction over time

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