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Using Employee feedback to build effective Employer Branding strategies: A data-driven approach to Employer Branding
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| 1.71 MB | Adobe PDF |
Autores
Resumo(s)
Despite low unemployment rates, companies worldwide face a talent shortage. The demand for
qualified and socially skilled employees is driving changes in talent management. To attract and retain
the right people, organizations must adapt and develop effective employer brand strategies that
present themselves as great places to work. However, empirical, data-driven research on employer
branding is limited.
This study aims to fill this research gap by analyzing employee opinions and sentiments using data from
a Portuguese retail company. Qualitative and quantitative research methods, including data mining
and natural language processing, are employed to understand perceptions, identify pain points, and
create a unique Employee Value Proposition (EVP).
The research focuses on answering key questions about EVP creation, measurement of its impact,
continuous improvement, and authenticity aligned with the company's core values. The findings
emphasize the importance of psychological factors in attracting and retaining employees, such as a
positive work environment and professional development opportunities.
This research project sheds light on the role of data in developing an authentic EVP. By segmenting
and targeting desired audiences, companies can make their brand and job opportunities more
appealing. Organizations can use a data-driven approach to enhance their employer brand strategies,
effectively navigate the "war for talent," and differentiate themselves from competitors.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Employer Branding Data-Driven Employee Value Proposition Employee Feedback SDG 8 - Decent work and economic growth