Finding and keeping great people has never been harder. The organisations doing it best have one thing in common: they know exactly who they are as an employer, because they’ve done the research.
A strong employer brand doesn’t happen by accident. It’s built on insight about your people, your market, and how you’re really perceived, both inside and out. It’s not guesswork or gut feeling; it’s evidence-based storytelling.
That’s where employer brand research comes in.
So, let’s explore what it really means, how it works, and why it’s the foundation of every great talent strategy.
What is employer brand research?
At its heart, employer brand research is about uncovering the truth of what it’s like to work at your company — and how that experience is understood by the outside world.
It’s the investigative journalism of branding. You’re peeling back the layers of culture, reputation, and experience to reveal what really makes your organisation unique.
Research examines both internal perceptions (how employees feel about working there) and external perceptions (how candidates and the wider market view you). Together, these insights form the blueprint for your employer value proposition (EVP) and overall brand narrative.
The two-pronged approach
We recommend a dual approach to achieve this understanding:
External Analysis: Utilising tools like Wisdom, we gather talent insights on how the company is viewed externally, helping us understand the brand image and reputation and identifying what matters most to your target talent pools.
Internal Analysis: Through interviews, focus groups, and other qualitative methods , we delve into the internal workings of the company, allowing us to capture authentic employee experiences and cultural nuances. It also helps us understand their strengths and areas of weaknesses, so that we can offer strategic recommendations for any areas of improvement.
The power of talent insights
Talent insights help you build an employer brand that truly resonates — not just with potential hires, but with the people who already work for you.
By understanding what drives employees and what potential candidates value most, you can tailor messaging, benefits, and experiences that meet those needs.
Here are a few key trends shaping the future of employer brand research:
1. The rise of employee advocacy: Your people are your greatest storytellers. Employees sharing their experiences online build authenticity and trust far faster than corporate marketing can. Ogilvy shared internal advocacy programmes were voted the Number 1 Influencer Trend of 2024 and their popularity isn't slowing down.
2. The Focus on Diversity, Equity and Inclusion (DEI): Modern candidates expect inclusive cultures. In fact, 62% of job seekers say they’d turn down a role if a company doesn’t demonstrate support for DEI. Brand research now digs deeper into representation, belonging, and equity to ensure every voice is heard and celebrated.
3. The Priority of Employee Well-being: Since the pandemic, well-being has become a key driver of attraction and retention. Today, research explores work-life balance, flexibility, and psychological safety as essential pillars of the employee experience.
Why employer brand research matters?
You might be wondering why all this research is necessary. Can't we just create some flashy videos and call it a day? Well, not quite. Cool videos might grab attention, but they are meaningless if they don't reflect the true working environment of the company.
Authenticity is always key. Research ensures that the employer brand we develop is as genuine as possible. It aligns with the actual experiences and perceptions of employees, preventing any disconnect between the brand image and reality.
Research also creates a sense of strategic alignment. It helps in crafting strategies that resonate with the unique needs of the company. Each organisation has its own DNA, and a one-size-fits-all approach just doesn't cut it. Tailored strategies are essential for effective employer branding.
Outlining your employee value proposition (EVP)
Research is the first step in defining who you are as an employer, why talent should be attracted to you, and most importantly, why they should stay. This is when research hands over to the creatives - they then bring these insights to life, developing compelling narratives and visuals that capture the essence of your brand.
Striking the balance: Your employee value proposition (EVP) should strike a delicate balance between being authentic to who you are now and where you aspire to be. It needs to resonate with both your existing employees and potential hires. Employer brand research is key to finding that sweet spot, ensuring that the brand message is consistent, appealing, and authentic.
Jumping on the bandwagon: More and more companies are realising the importance of investing in a strong employer brand. Among the world's most attractive employers, 78% say employer branding is a top priority. Even smaller companies agree that having a good employer brand is a critical area of HR investment. Furthermore, research shows that companies with strong employer brands can cut employee turnover by nearly 70% and boost new hire commitment by almost 30%.
So it’s worth getting it right.
Investing in employer brand research is not just about attracting talent; it's about building a thriving organisational culture that retains and engages employees. In an era where the competition for top talent is fiercer than ever, employer brand research is not just a strategic advantage—it's a necessity.
