Work All Over The World
Taking your employer brand global is exciting - but it's also pretty daunting. As an EB manager, you have to know what is going to land in a country and culture that is radically different to your own. Employer Branding is deeply influenced by cultural factors, job-seeking behaviours and conditions in local markets, and getting up to speed can seem overwhelming.
So here’s a closer look at what employer brand data will help you figure out how your strategy for employer branding needs to flex.
Where do talent spend time online?
Digital behaviours vary dramatically between countries.
For instance Wisdom's data shows:
- YouTube accounts for anywhere from 11% to 25% of total online time, depending on the country.
- Email usage is twice as high in some regions compared to others.
- Facebook ranks as the most-used platform in some markets — while in others, it falls to fourth place.
Knowing where talent spends their time online is crucial for building up awareness in the new market. Wisdom allows you to see where different demographics spend time online, and split your data to zero in on your target talent groups.
Where do talent look for jobs?
It’s a similar story when we look at where people search for jobs. According to Wisdom’s Employer Brand Data, job-seeking behaviour varies widely across countries:
- In some markets, LinkedIn makes up the majority of places people look for jobs — while in others, it accounts for less than a quarter of responses.
- Job boards are used up to 4x more in certain regions than others.
- Friends and networks are twice as likely to be the go-to in some countries compared to others.
If you don’t know where your target talent is actually searching, your messaging risks falling flat. That’s why effective Employer Brand Tracking is essential — it ensures you’re not just broadcasting, but actually being heard.
What do different markets want from work?
To build an employer brand that truly resonates, you need to understand what different groups value at work. This is where Employer Brand Data makes all the difference.
Wisdom’s data shows striking variations in workplace motivators across countries:
- Workers in India are 88% more likely to be driven by growth and learning opportunities than those in the UK.
- In the EU, employees are 29% more likely to prioritise connection and the chance to build friendships than those in the US.
- Meanwhile, US workers are 60% more likely to seek out purpose and the opportunity to make an impact than their peers in India.
Want your employer brand to land globally? Start by tracking what different audiences actually care about.
You can't go global without data.
To go global, your employer branding needs to be local. What you stand for may be universal - but how you communicate it shouldn’t be.
That’s where Employer Brand Tracking becomes vital. From media habits to cultural archetypes, the right employer brand data can transform your strategy for employer branding — helping you make smarter decisions across every region you hire in.
So if you want to see how your brand stacks up worldwide — let’s talk.
Make your brand talented.
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