Uncovering Perceptions and Expectations for Employer Branding

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 help them better understand the attitudes and perceptions that drive these gaps and how they can optimize their employer value proposition to attract and develop talent from these underrecruited audiences. 

Engagement

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

Results

Our research provided clear key findings and strategic considerations that outline where and why the employment gap exists and how our client can overcome it. Our 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.