How does employer brand research work?

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Employer brand research systematically investigates how an organization is perceived as an employer by both current employees and external talent. It typically involves a multi-faceted approach, combining qualitative and quantitative data collection through methods like internal employee surveys, focus groups, exit interviews, and external candidate experience surveys. Further insights are gathered by analyzing employer review platforms such as Glassdoor and conducting competitive benchmarking of other companies' employer brands. The collected data is then rigorously analyzed to identify key themes, strengths, weaknesses, and unique value propositions that resonate with target audiences. This analysis helps in defining or refining the Employee Value Proposition (EVP), which clearly articulates the unique benefits and culture of working at the company. Ultimately, the findings inform strategies to enhance recruitment messaging, improve candidate attraction, and bolster employee engagement and retention, ensuring alignment between perception and reality.