USING DATA AND ANALYTICS TO IMPROVE EMPLOYER BRANDING

Аннотация

INTRODUCTION their employees. By analyzing data collected from In the current environment of globalization and various sources, such as internal employee intense competition in the labor market, attracting surveys, reviews on specialized platforms, and and retaining talented employees has become one social media, companies can identify key factors of the key challenges for organizations. As a result, that influence their attractiveness as an employer. employer branding has gained particular As a result, companies can develop and implement importance, as a strong employer brand can more effective strategies aimed at increasing significantly enhance a company’s attractiveness to employee satisfaction and engagement, reducing potential candidates and strengthen the loyalty of turnover, and improving the company’s external existing employees. Effective management of the image. employer brand not only contributes to building a positive image of the company but also helps The aim of this study is to explore methods and achieve its strategic business goals. approaches to using data and analytics to improve the employer brand. The research focuses on The use of data and analytics in the process of analyzing existing practices and developing developing and enhancing the employer brand is a recommendations for the effective use of analytical crucial tool that enables organizations to more tools in managing the employer brand, which will accurately identify the needs and expectations of https://www.theamericanjournals.com/index.php/tajmei 11 THE USA JOURNALS THE AMERICAN JOURNAL OF MANAGEMENT AND ECONOMICS INNOVATIONS (ISSN- 2693-0811) VOLUME 06 ISSUE09 enhance the company’s appeal to employees and the second stage, the diagnostic results are candidates, as well as strengthen its position in the compared with the previously defined desired labor market. vision of the employer brand. Problem areas that require improvement or changes are identified. 1. Data Collection and Analysis for Enhancing The third stage is dedicated to development and Employer Branding refinement. In the fourth stage, new attributes are In developing an employer brand, a key factor is the integrated into the company’s current value creation of a unified concept that takes into account proposition and promoted through events and organizational factors and features, which are communication tools. Information on the reflected in the Employee Value Proposition (EVP). implementation of the value proposition is used to The first stage of the mechanism involves a assess the economic effectiveness of the comprehensive assessment conducted through an promotion. The fifth stage—controlling—is audit of the current state of the brand, analysis of necessary for monitoring the results of the external and internal environment, and communication activities and making subsequent competitive benchmarking. The results of the adjustments, forming a cycle of brand assessment reveal the existing value proposition improvement [1]. For greater clarity, these stages and the expectations of the target audience, will be illustrated in Figure 1. including potential candidates and employees. In A Developing comprehensi Comparison Incorporating and ve of results new changes improving assessment with desired to the the conducted goals from o rganization Control development through an employer to improve of the audit of the brand the employer employer current state development brand brand of the brand Fig.1. Stages of the Employer Brand Development External data can be gathered through candidate The foundation for data analysis in the field of surveys, reviews on platforms such as Glassdoor Employer Branding consists of both internal and and Indeed, and social media analytics. external sources of information. Internal data includes employee survey results, satisfaction and Internal employee surveys are a crucial tool for engagement metrics, as well as turnover statistics. gathering data on the current state of the employer https://www.theamericanjournals.com/index.php/tajmei 12 THE USA JOURNALS THE AMERICAN JOURNAL OF MANAGEMENT AND ECONOMICS INNOVATIONS (ISSN- 2693-0811) VOLUME 06 ISSUE09 brand. They help identify the company's strengths external image [2]. and weaknesses from the employees' perspective, The results of data analysis are used to develop and assess satisfaction and engagement levels, and implement strategies for improving the employer understand the reasons behind employee turnover. brand. Based on the identified issues and trends, Regularly conducting such surveys allows for specific actions are formulated to increase tracking changes over time and evaluating the employee satisfaction, reduce turnover, and effectiveness of the measures taken. enhance the company’s external image. The collection of external data involves monitoring One of the key areas of focus is improving the reviews about the company on specialized internal corporate culture. This may include