In today’s competitive talent landscape, understanding how external talent perceives your organisation isn’t just helpful - it’s essential. Because when it comes to attracting the right people, reputation matters. And not just the one you build internally, but the one that lives outside your walls.

Employer brand sentiment is how people - potential candidates, future colleagues, feel about you as a place to work. It’s the emotional and rational response your employer brand sparks in the minds of those who don’t yet work for you.

Just as businesses track how consumers feel about their products, our Employer Brand Sentiment research helps you understand how talent views your organisation. Are you seen as an employer of choice? What’s driving that perception? And where might there be room to improve?

In a world where expectations are shifting fast, understanding what motivates and matters to external talent helps you stay relevant. It’s about listening deeply, not just to what people say, but to what they mean - and using that insight to shape strategies that connect.

Our sentiment research removes the guesswork. It gives you a clear, data-led foundation to build from. So you can make informed decisions, design meaningful experiences, and measure the impact of your employer brand and EVP over time.

Our approach blends qualitative and quantitative research to give you the full picture - the what and the why behind how talent sees you. Led by researchers who understand both culture and brand, we deliver strategic recommendations that align with your business priorities.

And because we’re connected to a wider consulting offer, we don’t stop at insight. We help you turn it into action - activating and embedding your employer brand with confidence and clarity.

Employer Brand Sentiment Study
In-depth qualitative research with external talent to uncover rich insights into how you're perceived, and why. Ideal for shaping strategy and strengthening your employer brand.

Employer Brand Sentiment Survey
Quantitative research to measure and track your employer brand performance over time. Perfect for demonstrating impact and evaluating your position as an employer of choice.

Do I need both methods?
If it’s your first time exploring external sentiment, we recommend a mixed-method approach. It gives you both the numbers and the nuance. But we’re flexible, each service is available on its own.

Is this a one-off or ongoing?
We offer both. But tracking sentiment over time helps you spot trends, measure impact, and make smarter decisions. So we always recommend an ongoing approach.