A strong employer brand attracts talent more easily and ensures that employees stay, while a weaker brand can lead to candidates dropping out and negative feedback. By conducting regular research, you can improve your employer brand and better respond to the wishes and needs of new talent.
What is an employer brand survey in market research?
In market research, employer branding research refers to mapping and analyzing perceptions of the organization as an employer. The goal is to gain insight into how (potential) employees experience the employer, what emotions and expectations are at play, and where improvements can be made.
The research focuses on the following elements, among others:
- Perception of the brand and corporate culture
- Experience with internal communication and engagement
- Employee satisfaction and loyalty after joining the company
- Perception of work-life balance and flexibility
- Transparency of employment conditions and communication
- Company reputation as an employer
By collecting this data, an organization can strengthen its employer brand and better respond to the wishes and needs of talent in a competitive labor market.
Employer brand research in practice
An employer brand survey can be conducted as follows: what exactly do you want to learn about the perception of your organization as an employer? How is your employer brand rated, which aspects appeal or do not appeal, and where are there opportunities for improvement?
This can be investigated, for example, through quantitative research, such as online questionnaires, or through qualitative research, for example through interviews or focus groups. Markteffect then compiles Markteffect report with clear insights and concrete recommendations, so that you can immediately start improving your employer brand.
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