Data: The Secret Weapon for Employer Brand
In employer branding, creativity and storytelling often take center stage—but behind the most compelling brands is something just as powerful: data.
Without it, you're left relying on instinct over insight. Vibes not vision. Data transforms employer brand from art to science, helping you build a brand that drives awareness, engagement, and results. Whether you're building awareness, refining messaging, or proving ROI, data keeps your efforts sharp, scalable, and aligned with business goals
Here’s why data is the backbone of any strong employer brand:
1. Data Helps You Understand Your Audience
Before you can attract the right talent, you need to know who they are, what they care about, and where they spend their time.
- Time Online: Research your target groups. Where do they spend their time online - TikTok or TV? Instagram or Reddit? There's no point sharing a message where people won't be listening.
- Job Portals Find out where your target demographics look for jobs. Is LinkedIn their first port of call? Or online jobs boards like Indeed? Are they engaging recruiters or their network?
- Work Priorities Look into what the audience you're interested in actually want from work. There's no point shouting about work life balance when it's pay and reward they're interested in.
With this intelligence, you can craft messages that speak directly to what your ideal candidates value most.
How can Wisdom help?
Use Market Insights on Wisdom to understand your audience - where they spend their time online, how they get jobs, what they want from work and more.
With Wisdom, you can apply multiple filters to this data. Rather than knowing what Gen Z women want, Wisdom can tell you what women aged 22 - 25, based in your region, working in your industry are looking for - so you can tailor your strategy accordingly.
2. Data Powers Smarter Content Strategies
Great employer branding content doesn’t just look good—it performs. Data helps you understand what works and why.
- Measure engagement across content types: videos, blogs, testimonials, job posts and more.
- Use A/B testing to refine tone, messaging, and creative direction.
- Spot patterns in high-performing posts to scale what’s working and phase out what isn’t.
By letting data guide your storytelling, you create a content engine that not only attracts, but converts.
How can Wisdom help?
Use Wisdoms Content Testing to see the impact of different pieces of content on your brand awareness, consideration and appeal. Test and find out what works before you go live - for a less risky, and more effective campaign.
3. Data Proves the ROI of Employer Branding
For many leaders, employer branding can feel intangible - that is, until you bring the numbers.
- Track application volume and quality before and after campaigns.
- Monitor employer brand perception with brand health metrics and external review platforms.
- Align employer branding with business KPIs, like time-to-hire, cost-per-hire, and offer acceptance rates.
How can Wisdom help?
Use Wisdom’s Consumer Brand metrics to prove the relationship between employer and consumer brand. Show how employer brand scandals put your consumer brand at risk, and, conversely, how positive perceptions of your employer brand make people more likely to buy your product.
Use Wisdom's Brand Perception metrics to show how brand consideration, appeal and awareness change with time - and the difference your campaign has made.
4. Data Helps You Refine Your EVP
Your Employer Value Proposition (EVP) should be reflection of what your people value, and how they experience working at your company.
- Use pulse surveys, onboarding feedback, and exit interviews to continuously assess sentiment.
- Compare internal feedback with external perceptions to close gaps.
- Adapt your EVP messaging to reflect changing priorities like flexibility, purpose, or DEI.
This keeps your brand relevant - and more importantly, authentic.
5. Data Fuels Personalization at Scale
Candidates expect personalized experiences—and data makes that possible.
- Tailor content based on career stage, function, or location using dynamic targeting tools.
- Customize your funnel with insights from previous interactions.
- Serve up content that reflects what matters most to them, appealing to their motivations, priorities and more.
Key Takeaway: Data Enhances Creativity
Employer branding will always be about people, stories, and purpose. But data makes sure you're telling the right stories to the right people, in the right way. Data turns employer branding from “nice to have” into a key contributor to the bottom line - with the metrics to prove it.
Want to start building data into the DNA of your employer brand? Book a demo with Wisdom today
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