Situation

A FORTUNE 200 company identified gaps in their recruitment pipeline among Hispanic and female professionals in key areas of their business. The company partnered with Illuminate Research to better understand the attitudes and perceptions that drive these gaps and how to optimize its employer value proposition to attract and develop talent from these under-recruited audiences. 

Engagement

Illuminate surveyed over 700 female and Hispanic professionals in the career fields and markets most important to the client. The survey measured awareness of and attitudes toward the company as a potential employer, as well as its perceived strengths and weaknesses as a workplace. In addition, the survey included a MaxDiff trade-off exercise that evaluated which attributes and offerings are most important to these professionals when considering a prospective employer. Brand funnel techniques also allowed for identifying where in the recruitment process the company was losing potential candidates, which revealed key touchpoints to dedicate resources. 

Results

Based on this research, Illuminate delivered clear key findings and strategic considerations that outline where and why the employment gap exists and how to overcome it. The client is using these insights to develop new recruitment strategies to attract and nurture the talent necessary to achieve their vision and cultivate an exceptional employee experience.