What is the Employer Brand Message Study (EBM)?
What is the Employer Image Study?
What makes the EBM unique?
Why does the EBM include no image ranking?
Is our target group covered by the study?
What does the study report look like?
Can you tell me more about Potentialpark?
What else does Potentialpark do?
How can I find out more?
What comes after the EBM?
Why would we need someone from the outside to help us with Employer Branding?
The EBM is an independent annual study conducted by Potentialpark, based on a survey with more than 20 000 students and graduates in North America, Europe and Asia.
The EBM is a compass and a company-specific guide of job seeker profiles and preferences, and how companies can sharpen their Employer Brand Message.
Its goal is not to measure image. But to help employers to actually make better decisions by mapping out life-style groups and their preferences and priorities. The company-specific analysis of the study report is adopted to the client’s selected Messages. This way, you can see which of your strengths and arguments work best with which groups, how to strengthen or adopt your message, and target your Employer Branding communication to the right people.
The Employer Image Study (EIS) is the sister study of the Employer Brand Message Study (EBM). It is an on-demand survey with and analysis of the actual perception with groups and countries specified by the client. It consists of the following three components:
The EIS works as a tailor-made supplement to the EBM study, but can also be set up stand-alone.
While many Employer Branding studies have not changed in a long time, Employer Branding as a concept and how employers use it has changed a lot in the past years. Potentialpark’s EBM aims at answering questions that others leave unanswered. More than anything else, this study gives client-specific recommendations on how to make informed decisions and improve.
Also, we go beyond conventional breakdowns of the educational background, and look at what really differentiates people in the way they make career decisions. And this goes for job seekers who have you on their wish list, and the ones who have not. The ultimate goal is to help you identifying and communicating better with the right people.
Because an image ranking shows the status quo. But not how to become better. The EBM is meant to help you make better informed decisions.
But also because employer rankings are commonly based on people with the same education, or people with a certain knowledge of employers. However, it is not the goal of Employer Branding to be attractive to everyone. And also, even if some people look the same from their background, they might still be completely different in the way they make decisions about their future career. Therefore we create life-style profiles that go beyond typical educational break-down lines, and cover job seekers independent on whether they know you and what you think of them.
Instead of letting them select you, we let you select them. This enables you to get the best out of your Employer Branding communication and reach the unreached.
The EBM measures the Employer Branding preferences of students and graduates. This is a quantitative and representative study. It does cover all major target groups in the student world relevant to large employers. This is the right scale and scope to understand how the target group ticks, and most of all, how different groups tick.
The study report that Potentialpark delivers to clients includes tools to identify your exact target group within the lifestyle profiles. It shows you the relevance of each of the profiles in the study and to set the right priorities to reach exactly the talent you target.
In order to customize the target group further, and understand more about groups within the student world, or in the academic or pre-academic worlds, we recommend to complement the EBM Study with the Employer Image Study (Please see “What is the Employer Image Study (EIS)” above).
The report consists of two major parts:
The report gives hands-on recommendations on how to reach the different job seeker profiles, and how to improve your Employer Branding communication. Contact us for more information about the study report.
Potentialpark is a research and consulting firm focusing on Employer Branding and webcentric recruitment communication. Since 2002, Potentialpark has conducted target group studies and client specific research on a global level. Our client list contains many of the largest companies across industries, among others in Auditing & Accounting, Consumer Goods, Finance, High Tech, Logistics, Telecommunication, and many more. Our research has the purpose of helping employers to understand the information-gathering and decision-making processes of job seekers and to make better decisions in their communication.
Please go to the contact page to receive information material on the EBM or Potentialpark, or to get in touch with us.
Or go to potentialpark.com for more information about Potentialpark.
Potentialpark regularly conducts studies, workshops and client-specific research and consulting in the area of Employer Branding and webcentric recruitment communication. Among others, Potentialpark is known in the HR world for the Top Employer Web Benchmark (TEWeB). The results of this study are used by many of the largest companies worldwide in their efforts of being more successful with their career websites.
The findings have regularly appeared on the media, among others the Financial Times, the Career Journal of the Wall Street Journal in the US, the Guardian in the UK, La Tribune in France, or Spiegel Online in Germany and many more.
Please go to the contact page to receive information material on the EBM or Potentialpark, or to get in touch with us.
Or go to potentialpark.com for more information about Potentialpark.
Please go to the contact page to receive information material on the EBM or Potentialpark, or to get in touch with us.
Or go to potentialpark.com for more information about Potentialpark.
The EBM provides knowledge and insights to understand how to communicate better with the target group. However this is only the first step. Potentialpark provides more customized and target group specific research. This second step is called Employer Image Study (EIS). Please see “What is the Employer Image Study (EIS)” above.
The values and propositions that make an employer strong, attractive and unique must come from within the company. However knowledge of the target group, their preferences and priorities and the image, perception and competitive field are vital for the process of shaping and developing a strong Employer Brand. This knowledge needs an unbiased target group, and research expertise. Both is delivered by Potentialpark. Our goal is to enable you to make better decisions based on the right information, insights and understanding.
Please go to the contact page to receive information material on the EBM or Potentialpark, or to get in touch with us.
Or go to potentialpark.com for more information about Potentialpark.