TrueBlue (NYSE: TBI), a leading provider of specialized workforce solutions, today announced the release of a new research report from its global talent solutions brand, PeopleScout. Powered by PeopleScout’s proprietary Outthink Index, the first standardized benchmarking tool for employer brand effectiveness, the study uncovered significant gaps between candidate expectations and the experiences employers currently provide.
The Employer Brand Reality Check research report provides vital insights into how organizations can improve their employer brand to attract and engage top talent in an increasingly competitive labor market—from optimizing for mobile and streamlining applications to amplifying authentic employee storytelling and preparing for increasing AI adoption among candidates.
Analyzing over 230 U.S.-based companies and more than 500 recent job seekers nationwide, the report identifies critical gaps across the candidate journey, highlighting areas where employers can improve engagement and conversion in an increasingly competitive labor market.
Key findings from the study include:
- Mobile Is Non-Negotiable: 91% of job seekers apply via mobile devices; 30% exclusively use mobile. Among skilled trades professionals, mobile-only usage rises to 39%.
- AI Gaining Ground at the Top: While just 7% of overall candidates report using generative AI tools in their job search, adoption jumps to 29% among VP and executive-level candidates.
- Authenticity Gap Erodes Trust: Nearly half (47%) of candidates say employee-featured content is inadequate; 7% never see real employee content at all.
- Application Fatigue Threatens Conversion: Over one-third (37%) of applications take more than 20 minutes to complete, a growing deterrent, especially for hourly roles.
- Values Missing in Action: 38% of candidates say job postings fail to clearly communicate company values, despite values ranking among the top three factors in application decisions.
“Our Outthink Index research highlights the critical need for employers to modernize their candidate engagement strategies and ensure their employer brand reflects the values and experiences that today’s job seekers expect,” said Taryn Owen, President and CEO of TrueBlue. “Insights like these reinforce our commitment to helping clients deliver greater value, thrive in a rapidly evolving talent landscape, and advance our mission to connect people and work. At TrueBlue, we are redefining how employers and talent connect, combining technology, creativity, and deep industry expertise to help our clients attract, engage, and retain the next generation of workers.”
Developed by PeopleScout’s in-house talent advisory experts, the Outthink Index assesses nine dimensions of employer brand excellence—from search visibility and application experience to employee value proposition and social authority. Companies are evaluated through an authentic candidate journey, including job application submissions, to ensure results reflect authentic job seeker experiences.
“The Outthink Index empowers organizations with actionable, data-driven insights into the critical elements of their employer brand—moving beyond intuition to deliver real, measurable improvements,” said Rick Betori, President of PeopleScout. “These insights enable employers to confidently strengthen their brand to compete more effectively for top talent.”
Access the full research findings here.
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