Uncovering Human Resource Talents’ Perceptions and Expectations for Employer Branding

Situation

A FORTUNE 200 company identified recruiting pipeline gaps among its talent pools. The company needed to close these gaps by identifying the perceptions and attitudes that underlie them and by identifying the expectations that an employer value proposition needs to meet to attract these talent pools.

Engagement

We developed and executed an online survey targeting hard-to-reach audiences. To ensure we met the study’s primary objectives we designed a comprehensive instrument with statistical techniques like the brand funnel and MaxDiff, among others.  

Results

The study results provided very clear key findings and strategic considerations that our client is using to develop new recruitment strategies to more effectively encourage employment interest from underrepresented prospective talent pools.