This document discusses how employers can use data and research to inform their employer branding strategies in three key ways: 1. Data from both internal and external sources can provide insights into the target audience for an employer brand, including their backgrounds, goals, and reasons to believe in the brand. 2. This audience research and analysis can then help identify the right employee value proposition, channels to reach the target group, and key messages to express through the employer brand. 3. Employers should establish metrics to measure the success of their employer branding strategy based on this data, such as career website traffic, brand awareness, social media engagement, quality of hires, and time to hire. Regular measurement allows employers to refine

2. Data & Creativity:
How marrying the two can inform your employer
branding strategy
Laura Gregg
Solutions Consultant

5. Employer Branding – where to spend your time
Measurement
11%
Strategy
33%
Research
34%
Deployment
22%
Source: Universum

7. Four data types to watch out for
Broader view
data about
industries and
talent pools
MACRO MICRO
Measured in
numbers
QUANTITATIVE
Information on
qualities/attributes
QUALITATIVE
Data about
your company

8. How data can inform
strategy

9. 1. Your Employee Value
Proposition & Employer
Brand
2. Target Audience
3. Channels

13. Channels
Images: Freepik

16. What data to look at internally
INTERNAL
• EVP
• Career Website
• Social Media channels
• Current employees
• Candidate experiences

17. EXTERNAL
What data to use to build profiles
of candidates
• Paid research
• Talent Pools
• Social Media channels
• Whitepapers
• News

18. QUESTIONS TO ANSWER
• What’s the background?
• What’s the goal?
• Who’s our target audience?
• What action would we like them to
take?
• What’s the reason to believe?

19. What success looks like for you
CAREER WEBSITE TRAFFIC BRAND AWARENESS

20. What success looks like for you
SOCIAL MEDIA ENGAGEMENT PIPELINE

21. What success looks like for you
QUALITY OF HIRE TIME TO HIRE

22. RESEARCH
ANALYZE
BRAINSTORM
LAUNCH
MEASURE

23. Why data, why now?

24. Top Trends
SKILLS
SHORTAGE
COMPETITION INNOVATION

25. Three Takeaways
What’s the insight
into your audience?
INSIGHT
What action can you
take from that
insight?
EXPRESS
How will you know if
you’re successful?
MEASURE

27. Thank you