15 questions employer brand research can help you answer
Employer brand research isn't just about finding out why people want to work for you. It can help you understand what attracts people, why they stay, how they experience your culture and what might persuade them to leave.
Over my research career, I've helped organisations answer a wide range of questions about their employer brand, employee experience and employer value proposition (EVP).
Here are just 15 of them.
Understanding your employer brand and reputation
What makes people proud about working here?
What's the most distinctive aspect of working here?
How are we perceived outside of the organisation?
What don't people understand about us as an employer?
Understanding talent attraction and retention
Why should someone choose to work here?
Who are our competitors for talent outside of our own sector?
Why do some people not accept our offer?
Why do our people choose to stay here?
Understanding employee experience and culture
What effect do our policies have on our culture?
Do our people feel safe at work?
How can we reduce workload pressures?
Are managers well-equipped to best serve their teams?
Understanding change and communication
How will our people respond to the new strategy?
Does our new campaign make sense to people?
How can we communicate better across the organisation?
How can research help you develop your employer value proposition?
An employer value proposition should reflect what employees actually experience, what candidates value and what makes your organisation distinctive.
That means looking beyond employee engagement scores or the messages on your careers website.
Through employee surveys, interviews, focus groups, candidate research and external benchmarking, I help organisations understand the reality of working for them – and what they can do with that understanding.
Sometimes the outcome is a stronger EVP or employer brand. Sometimes it's better internal communication, more effective people policies or simply a clearer understanding of where change is needed.
Big questions, smaller questions. Questions that overlap, ones that still leave gaps. Questions contained in others, even questions in Spanish.
If you want to understand what working for you is like, and how to either communicate or improve that, I can help.
Sam Monteath is the founder of Reason Why: The UK's first dedicated, research-led employer branding agency providing research-led employer branding that gives people reasons to choose you
Discover more about the types of research I conduct here
Discover more about who I work with here
Comments