Megan: It started with a customer asking: “How do we know if our content is landing?”

We already had survey data for employer brand tracking, but that only gave us part of the picture. What was missing was how people were reacting in real time, especially on LinkedIn where most employer branding content actually lives. That’s when we saw the gap we could fill.

Megan: Visibility. Teams spend serious budget on employer branding campaigns, but often they don’t know if the strategy is actually working. Likes and impressions don’t tell you much about what people really think. Our tool helps with employer brand tracking by showing which topics resonate, how sentiment shifts over time, and how you compare to competitors.

It’s less about vanity metrics and more about whether your employer brand data shows you’re saying the things your audience actually cares about.

Megan: Every week, we analyse all of a client’s LinkedIn posts. Using a large language model, we tag posts by theme—things like flexibility, career growth, purpose—and then we benchmark them against competitors. We also layer in sentiment, so teams can see not just what’s being talked about, but how people feel about it.

Megan: A major retail client assumed nobody cared about L&D. But when we looked at their posts, the employer brand data showed the opposite. Whenever they talked about learning, sentiment spiked.

The issue wasn’t that growth didn’t matter; it was that they weren’t talking about it enough. Once they shifted their strategy, engagement lifted and their employer brand tracking showed measurable improvement in brand appeal.

Megan: Industries diverge much more than I expected. We see market-wide shifts over change, but the variation between sectors is far bigger. That showed us that employer branding strategy needs to be industry-specific, not one-size-fits-all.

Megan: Two priorities. First, expanding coverage to more platforms like Glassdoor and Reddit, which are central to how candidates experience employer brands today. Second, moving from reporting to recommendations — using our employer brand data on work priorities not just to show what’s happening, but to guide strategy for employer branding in real time.