How Civitta reinvented Employer Brand research
The background:
Having the right talent onboard is a critical strategic asset for any company’s reputation, business performance, and growth. Realizing this, many companies started investing in employer brand research to understand their standing in the job market, identify areas for improvement, and strategize ways to become an employer of choice.
However, traditional employer brand surveys often fail to provide a clear picture due to inherent limitations. They typically rely on generic audience analysis rather than targeted, albeit more costly, groups of respondents.
The pre-selected competitor lists do not always accurately reflect the real options considered by talent, and the attributes assessed might not match what employees truly value. Additionally, some question formats can even lead to biased data rather than provide genuine insights.
To make high-quality research more accessible, we rolled up our sleeves and developed the Employer Brand Study.
Aim of the project:
- Real-deal respondents, not the general crowd. With both research and marketing knowledge at our disposal, we were able to apply an active respondent sourcing strategy, collecting insights from actual specialists working in business, product management, data, IT, marketing, customer service, and other relevant fields.
- Attributes that matter and advanced analytics. The factors measured in the study were selected after a thorough analysis of previous studies and discussions with potential clients and HR specialists. This is not a survey to find out what is important to employees—much has already been said about this. Instead, we’ve pinpointed key factors for employer evaluation and crafted a methodology that measures their precise impact on an employer’s attractiveness.
- Wide context for accurate situation assessment. Anyone might be the biggest fish if measured in an aquarium. The same applies to Employer brand research—it’s all about perspective. And this is the biggest study of its kind. It’s big enough to identify real competitors and leaders. It’s big enough to provide our clients with accurate measures.
Project results:
Celebrating a year since its launch, the Employer Brand Study has been making waves through client meetings, publications, expert interviews, and conferences in Lithuania. We’re thrilled to have gained trust and compliments from our first clients, such as Vinted, Swedbank, Ignitis, Telia, Wargaming, Girteka, and Omnisend.
As the project grows, we’re excited to announce our upcoming expansion into Latvia and Estonia. We are proud to share that SEB Bank has joined our clientele, entrusting us as their primary employer brand insights provider across the Baltic states.
Oh, and a cherry on top. To keep things simple, we’ve crafted a single-employer attraction index. Well, to index who is the real talent magnet and who is not.
