In today's competitive job market, attracting and retaining top talent is more important than ever. One of the most effective ways companies can differentiate themselves is through an outstanding employer brand. However, creating a compelling employer brand doesn't happen by chance; it requires meticulous employer brand research, encompassing both external talent insights, market and competitor analysis, and internal employee experience analysis.
So, what is employer brand research exactly?
At its core, employer brand research is about peeling back the layers of an organisation to reveal its true essence. It involves a comprehensive exploration of what it's like to work at a company, how the company is perceived both internally and externally, and how its culture influences the employee experience. Think of it as the investigative journalism of the corporate world.
The Two-Pronged Approach
We recommend a dual approach to achieve this understanding:
External Analysis: Utilising tools like Wisdom, we gather talent insights on how the company is viewed externally, helping us understand the brand image and reputation.
Internal Analysis: Through interviews, focus groups, and other qualitative methods , we delve into the internal workings of the company, allowing us to capture authentic employee experiences and cultural nuances. It also helps us understand their strengths and areas of weaknesses, so that we can offer strategic recommendations for any areas of improvement.
The Role of Talent Insights
Talent insights are crucial for shaping an employer brand that resonates with potential hires. By understanding what drives your current and potential employees, you can create a brand that resonates on a deeper level – tailoring their messaging and offerings to meet specific needs.
Market insights and trends: In the ever-evolving landscape of employer branding, staying ahead of the curve is crucial. Here are a few market trends that are shaping the future of employer brand research:
The rise of employee advocacy: Employees are becoming powerful brand ambassadors. Their authentic stories and experiences can significantly influence external perceptions. Internal advocacy programmes were voted the Number 1 Influencer Trend of 2024 by none other than Ogilvy.
Focus on diversity and inclusion: Companies are increasingly recognising the importance of a diverse and inclusive workplace. 62% of applications would turn down a job if the company didn't support DEI. Employer brand research now places greater emphasis on understanding and promoting diversity and inclusion within the organisation.
Employee well-being: Post-pandemic, there is a heightened focus on employee well-being. Research now includes evaluating work-life balance and overall well-being as critical components of the employee experience.
Why is it important?
You might be wondering why all this research is necessary. Can't we just create some flashy videos and call it a day? Well, not quite. Cool videos might grab attention, but they are meaningless if they don't reflect the true working environment of the company.
Authenticity is always key. Research ensures that the employer brand we develop is as genuine as possible. It aligns with the actual experiences and perceptions of employees, preventing any disconnect between the brand image and reality.
Research also creates a sense of strategic alignment. It helps in crafting strategies that resonate with the unique needs of the company. Each organisation has its own DNA, and a one-size-fits-all approach just doesn't cut it. Tailored strategies are essential for effective employer branding.
Outlining Your Employer Value Proposition (EVP)
Research is the first step in defining who you are as an employer, why talent should be attracted to you, and most importantly, why they should stay. This is when research hands over to the creatives - they then bring these insights to life, developing compelling narratives and visuals that capture the essence of your brand.
Striking the balance: Your EVP should strike a delicate balance between being authentic to who you are now and where you aspire to be. It needs to resonate with both your existing employees and potential hires. Employer brand research is key to finding that sweet spot, ensuring that the brand message is consistent, appealing, and authentic.
Jumping on the bandwagon: More and more companies are realising the importance of investing in a strong employer brand. Among the world's most attractive employers, 78% say employer branding is a top priority. Even smaller companies agree that having a good employer brand is a critical area of HR investment. Furthermore, research shows that companies with strong employer brands can cut employee turnover by nearly 70% and boost new hire commitment by almost 30%.
So it’s worth getting it right.
Investing in employer brand research is not just about attracting talent; it's about building a thriving organisational culture that retains and engages employees. In an era where the competition for top talent is fiercer than ever, employer brand research is not just a strategic advantage—it's a necessity.
