Employer Brand & A.I: Bringing Analytics in

Konstantinos Anastasiadis @ SCALEUP | October 30, 2020

Many organizations have gazed their future into the war for talent with the following mindset, the employees primary driver is salary. However, emerging research from Glassdoor in 2020 differs, in fact more employees value company culture over salary – and these workers are becoming the majority. Furthermore, from a research of over 5,000 adults in both the US & EU 56% does prioritize workplace culture over salary. A percentage that is even higher on the millennials at 65% forecasting interestingly the rise of company culture as an important pillar of the organization.

#1. What is Employer Brand?

Simple, it is the means that the organization aligns its own values with it’s employees and workplace experiences.

Did you know? 73% of workers would not apply to a company that didn’t share their values, and that percentage is also likely to rise – especially during and after the COVID-19 pandemic. - Glassdoor 2020.

How can People Analytics Benefit the Employer Brand?

#2. Know your new hires channels

Most businesses use a combination of recruitment channels, typically including agencies, social media campaigns, online job sites and LinkedIn searches. With a range of recruitment channels to choose from, it’s important to have a clear understanding of which channels deliver the greatest return on investment, so you can focus your time, energy and budget accordingly.

Avoid focusing on simply the amount of CVs gained from every channel, focus instead on the amount of offers made to candidates from particular channels. That way your organization will know where to optimize your presence and where to make the necessary decisions to adjust or even withdraw your budget from that channel

#3. Identify & Assess Talent

When sourcing for the talent, the skills, qualifications and experience should be examined in correlation with culture, fit and personality attributes. All this can be assessed easily, use analytics software to sift through potential candidates and find those with data points that best fit your ‘shopping list’ of ideal attributes – in just a matter of minutes.

Of course the finali hiring decision should come from the humans but data and analytics do help on narrowing down the search from thousands of candidates to the top 10 or 20.

#4. Leverage Available HR Analytics Tools

HR Analytics Tool Make the Most of It People Analytics Power
PowerBI Create HR dashboards and reports using Power BI. Connect to multiple source systems, like SQL databases with people data, a live twitter feed, or machine learning APIs.
Tableau Free available courses and dashboards. The best business intelligence tool (BI tool) out there when it comes to visualization. - Gartner Magic Quadrant.
CPLEX Optimizer Trace the best way to make use of your recruitment channel or training program. Ideal for prescriptive analytics. Prescriptive analyses are dedicated to finding the best course of action in a given situation.

#5. Which software to choose?

Need to gain overview of your data and create HR Dashboards?
Power BI, Tableau, or Qlik. These tools make data aggregation and data visualization quite simple.

Basic Insights in your company and employee data?
Go for a simpler tool like Excel or SPSS. They require a low level of analytics skills and can already give you some vital insights into your data.

Thorough analytics and predictions?
Go for data analysis tools like Phyton or R. They provide you with the capability to do the most advanced analyses out there – all while handling vast quantities of data.