Our Services
Employer Brand Sentiment
Understanding what external talent really think about you as an employer
What is employer brand sentiment?
Employer brand sentiment is the perception talent has of your organisation as an employer and place to work. Just as businesses seek to understand and track how consumers perceive their consumer brand, our Employer Brand Sentiment research helps businesses understand and measure how talent outside their organisation views their employer brand. Do your target candidates see you as an employer of choice? What perceptions are driving this? And where might there be opportunities to improve your employer brand reputation and better attract top talent?
Why Understanding Sentiment is Crucial for Your Talent Strategy
- Deepen your understanding. In a fast-evolving talent landscape, understanding the needs, motivations, and expectations of external talent - alongside broader market trends - enables organisations to deepen their understanding and design talent strategies that resonate and remain relevant.
- Remove ambiguity. Employer brand sentiment research provides a robust, data-led foundation for strategic solutions. They remove ambiguity and equip employers with the insights needed to make informed decisions and shape effective talent strategies.
- Measure and track impact.Employer brand sentiment studies offer a way to measure and track the effectiveness of your employee value proposition (EVP) and talent strategy over time.
Our Approach: Sentiment Analysis to Strategic Recommendations
Our Employer Brand Sentiment Studies use a mixed-method approach to deliver comprehensive insights - detailing both the what and why behind talent perceptions. Our experienced researchers are experts in culture and brand, enabling us to deliver truly strategic recommendations aligned with your business priorities. Connected to our wider consulting offer, we turn insights into action, guiding you to activate and embed your employer brand with confidence and impact.
Employer Brand Sentiment Study
Qualitative research with external talent to uncover rich insights on how you're perceived as an employer, and why, and identify opportunities to strengthen your employer brand and inform your talent strategy.
Employer Brand Sentiment Survey
Quantitative research with external talent to measure and track how your employer brand is performing over time - helping you evaluate your position as an employer of choice and demonstrate the impact of employer brand initiatives – backing everything up with numbers!
Frequently Asked Questions
Do you need both methods for understanding brand sentiment?
If you're measuring external talent perceptions for the first time, we strongly recommend a mixed-method approach. It not only allows you to quantify your employer brand performance but also provides the context and insight needed to draw meaningful conclusions. That said, using both methods isn’t always necessary - we’re flexible, and both services are available separately.
Is this a one-off project or an ongoing service?
Whether you're looking to understand how your employer brand is perceived at a specific point in time or track performance continuously, we can support you with both. That said, we recommend an ongoing approach, as tracking over time allows you to identify trends in talent sentiment and more accurately measure the impact of your people initiatives.
What are some of the outcomes I could expect?
- —Aiding employer brand teams with their decision making or positioning of the EVP
- —Measurable and demonstrable impact of the talent and people team if tracking over time
- —Evaluating and refining talent messaging to help recruitment marketing with their campaigns
- —Supporting recruiters to better appeal to untapped or new audiences for talent with new messages