Employer Branding
Are you wondering how your organization is perceived by current and potential employees? Do you need a solid knowledge base to understand how you are viewed as an employer today, and to ensure that your recruitment communication and strategy effectively reach the talent you want to attract?
Most organizations aim to attract and retain the best talent, but not all work in a knowledge-based and systematic way to reach the right individuals with the right messages. An employer branding study can be an important step toward improving recruitment, onboarding, and the retention of existing employees.
In simple terms, an employer brand is the reputation an organization has as an employer. Every organization has a brand—whether it has been carefully and strategically developed, or has evolved more organically through interactions with customers and networks. In employer branding studies, we focus on how organizations are perceived by both potential and existing employees, and how a company can ensure it attracts the right candidates while also retaining them over time.
In employer branding research, we measure awareness, perceptions, and attractiveness for your organization and your industry among the target groups you recruit from. We examine what potential employees value in an employer, and what motivates them to apply for or change jobs. We can also analyze differences within target groups based on demographics, background, experience, seniority, or other relevant factors.
Insights into your target group(s) help shape and refine your messaging, and provide a clear understanding of what makes your organization attractive to the talent you seek. We can help identify opportunities to differentiate from competitors or highlight areas that should be communicated more clearly in recruitment messaging.
An employer branding study can also be valuable when conducted internally within your organization, often as part of an employee satisfaction survey. Existing employees are naturally best positioned to assess how working conditions are experienced, what motivated them to accept their position, and whether the organization delivers on its expectations and promises. This provides a strong basis for identifying potential gaps between how the employer brand is perceived internally and externally.
We conduct both qualitative and quantitative employer branding studies—often in combination—depending on the objectives and target groups involved.
