CASACOM Elevate 2022 PR and Communications Leaders Study

Employer branding now more important than ever

MONTREAL, September 13, 2022 /CNW Telbec/ – CASACOM’s Elevate study is back with new data showing that employer branding is the preferred way for companies to attract, engage and retain employees. The annual survey of public relations (PR) and communications managers Quebec and Ontario[1] reveals that more than half (55%) of companies are relying on employer branding to address priorities increasingly informed by labor shortages. The study provides an overview of industry trends in areas such as ESG/CSR, industry priorities and expertise, and the influence of public relations and communications.

“This emphasis on employer branding comes as no surprise given the labor shortage,” commented CASACOM CEO and Founder Marie-Josée Gagnon. “Traditional recruitment and retention strategies no longer work as they used to and companies increasingly need to position themselves as employers of choice for current and future employees. Our research has once again revealed a wealth of relevant information on current issues to help guide industry leaders in their decisions.”

The number one goal of employer branding for nearly a third (29%) of respondents is to attract better candidates, and one in five employers (20%) implement employer branding to increase employee retention .

A promising future for ESG and CSR

The past year was marked by limited progress in terms of ESG (Environment, Social and Governance) and CSR (Corporate Social Responsibility). From implementing ESG/CSR strategies (50%) to publishing annual progress reports (49%), understanding of this area remains mixed. On the bright side, a majority of organizations surveyed (67%) have increased their ESG/CSR budgets.

“I am very optimistic that so many companies are investing more in ESG and CSR!” said CASACOM’s ESG Director Christine Masson. “Because ESG and CSR strategies are complex, multifaceted and involve a wide range of stakeholders, their implementation requires careful planning.”

PR: a tool to stand out

Public relations teams have grown in size over the past two years, but 60% of companies surveyed said their team numbers would remain stable over the next 12 months. In 81% of organizations surveyed, PR teams are represented on the executive committee. Even better, 75% of PR department heads make presentations to the board of directors, a sign that their influence is far from fading.


1 Web survey of 177 public relations and communications leaders from the private and public sectors in Quebec and Ontario, conducted by Léger between June 8 and July 8, 2022.

Other takeaways

  • Digital communications and social media (54%), media relations (41%), and corporate branding and strategic positioning (38%) are top priorities for executives surveyed.
  • More than three-quarters (76%) of companies have used external PR and communications consultants in the past two years. Sixty-six percent said it was to supplement insufficient internal resources.
  • Among those who do not have an employer branding strategy, more than three-quarters (77%) plan to implement one in the future.
  • Most executives said they embed the principles of diversity, equity and inclusion in their images and videos (90%) and use inclusive language (76%).

To see the full study, visit:


Founded in Montreal in 2001, CASACOM is an independent national consulting firm specializing in integrated business strategy, public relations and communication. Through our 360 approach and our measurable and demonstrated results, we help our national and international clients to build and consolidate their relationships with their target audiences to increase their positive impact. Frequently awarded and recognized for its major programs, our firm offers services in corporate communication, public affairs, marketing communication and digital relationship marketing. CASACOM’s team of committed professionals always aim higher, for themselves and for our customers. We are proud to partner with over 120 organizations as a member of the Worldcom PR Group, the largest international network of independent PR firms. For more information, visit


For further information: Rebecca Cohen, 647-519-6490, [email protected]