The ideal foundation for business-relevant decisions is data – and so is also data important for employer branding. Data can be used to support employer branding and attract and retain talent – because deciding what to communicate, how to communicate, and where to communicate is more difficult today than ever before. Having a solid information foundation for your employer branding decisions is the answer to this challenge.

The full article on MoreThanDigital: Data-Driven Employer branding explained

The relevance and power of data

To understand the importance of a data-driven decision-making approach, it’s important to first realize how it impacts your recruitment efforts. Data has long played a critical role in talent acquisition by providing insights into target groups, for example. Changes in the labor market, such as GEN Z, make data-driven approaches even more relevant. The new generations of workers place more value on the importance of their work and are more digitally connected than any generation before. This shift underscores the demand for innovative ways to engage and reach these people. In-depth knowledge based on data makes it possible to tailor corporate communications to the needs and expectations of candidates and workers.

Possibilities for data analysis

There are several sources of data for employer branding and other related topics such as corporate culture and talent acquisition. These include the examples listed below.

Internal data examples

Your internal company culture data holds a wealth of insights that influence your employer brand. Using internal data sources such as surveys and focus groups gives you an overview of employee perceptions, desires and expectations.

• Employee and (manager) surveys: Surveys are structured tools that provide quantitative insights into the minds of employees. By analyzing surveys, you get a comprehensive understanding of what’s important to employees.
• Focus groups: Focus groups can be used to explore and understand employee views in detail. One of the features of focus groups is a discussion where workers can share their thoughts, feelings and suggestions. Focus groups typically provide qualitative insights on a particular topic.
• Employee engagement: metrics such as productivity, project completion rates, and customer satisfaction, as well as turnover rates and sick leave, provide quantitative indicators of employee engagement and identification with the company’s values. High-performing teams, for example, can be an indication of a positive employer brand and show that employees are motivated and committed to their tasks. Evaluating turnover rates and reasons for quitting can provide indications of potential problems with job satisfaction and lack of professional development opportunities.

Examples of external data

External data can be collected in a variety of ways. Here are some possibilities.

• Social media: track activity on platforms such as LinkedIn, Twitter and Instagram to track and evaluate reach, comments and likes.
• Employer review portals: on platforms like Kununu or Glassdoor, you can find employee-generated reviews that provide unfiltered insight into workplace culture.
• Analyze your competitors: Evaluate your competitors’ employer branding strategies to gain insight into industry trends and other measures. Compare brand messages with your own to identify areas where you can differentiate and improve.
• Labor Market Analysis / Audience Analysis: External data sources can reveal trends in applicant behavior and preferences. For example, use surveys from universities or Universum.
• Media mentions and press coverage: track media coverage of your company to understand how your brand is perceived by the public.

Recruiting KPIs

Recruiting, which is closely related to employer branding, can also draw on data and KPIs that, when linked properly, can provide helpful information. Possible data may include:

• Application rate / conversion rate: the ratio of visitors to the career site or job ad to applicants is the conversion rate. It provides insight into how well your job ad is performing.
• OAR (Offer Acceptance Rate): It shows how many applicants actually accept the contract offer. It is also important to determine why candidates do not accept the offer. A high acceptance rate shows that your value proposition as an employer is compelling and matches what candidates want.
• Time-To-Hire: A shorter time-to-hire indicates an efficient recruiting process that minimizes wait times and improves the candidate experience.

Insights from career sites

Data from career sites can provide insight into external presentation. This includes, for example:

• Website visits: track the number of visitors to your career website to see if your previous employer branding efforts are having an impact.
• Page views per visit: determine the average number of pages viewed by each visitor to the site.
• Time spent on page: record the average time visitors spend on each page of your career website.
• Most Visited Pages: Identify the most visited pages on your career website.
• Job postings: Review the performance of your job postings, including the number of views, click-through rates, and application rates for each job.

Examples of how to use & implement insights.

Data about your company can be useful for many purposes. In addition to developing your employer brand, there are other ways to profitably use the insights you gain (Insights-Driven). By acting on these requests, you not only enrich the experience of your employees, but additionally strengthen your employer brand.

• Communication: With the information gained, you can align your internal communication to address employee concerns and values and receive positive feedback. You can also improve your communication on social media, career pages and the like.
• Improve working conditions: Use the insights from the surveys to improve your benefits and perks. If flexible working conditions are a priority for your employees, expand remote work options or offer flexible work hours.
• Leadership development: If your employees express a desire for professional growth and development opportunities, focus your efforts on leadership training programs, mentoring initiatives and skills workshops, and ultimately employee development.
• Bonuses and rewards: Performance data can highlight teams and individuals who perform particularly well. You can use this information to recognize and reward outstanding performance, demonstrating your commitment to valuing and recognizing your employees.
• Diverse Storytelling: Use the power of storytelling – share your employees’ successes, engagement and more to show the positive impact of your organization.

The impact of data-driven employer branding.

Data is one of the most powerful tools for making decisions. So it’s no surprise that it also has a fundamental impact on employer branding initiatives. I will limit myself here to 4 specific impacts that I believe are most important:

• Increased employee engagement: a data-driven approach to employer branding fosters a workplace culture that aligns with what employees want. When employee experiences align with external messages, engagement increases, leading to higher job satisfaction and engagement.
• Lower turnover: seamless integration of internal and external insights reduces the likelihood of disappointment in new hires. When expectations set by external messages match employee reality, turnover rates decrease.
• Enhanced employer reputation: Eliminating misconceptions and refining your branding will improve your company’s reputation. A positive external perception attracts not only top candidates, but also customers, partners, and stakeholders who are drawn to your values-driven culture.
• Data-driven agility: A data-driven strategy gives your organization the flexibility to adapt to changing market dynamics and candidate preferences. Based on internal and external insights, you can proactively shape your brand to remain competitive and attractive.

Practice tip: Start by researching existing data sources on talent acquisition, employee retention and company culture. Identify the most important data and decide how best to collect and analyze it.

Conclusion

Although data provides valuable insight, the human element remains at the heart of effective employer branding. Metrics provide direction, but the real goal is to foster a culture that aligns with people’s values and goals. Numbers alone cannot fully capture the story of a company and its employees. Data-driven insights must be paired with compelling narratives that convey the human impact of an employer’s work. Qualitative insights from employees and applicants are just as important as quantitative analysis.

Ultimately, employer branding is about more than statistics – it’s about people. Data leads the way, but culture and shared goals are what truly attract and retain talent. With care and balance, data-driven decision making can help companies become employers that fulfill their employees both professionally and personally. Don’t let the human element get lost in the numbers. By leveraging data while staying true to their values, companies can create a workplace culture where both the company and its employees thrive.