Employer Branding Index

In competitive labour markets, the challenge for organisations is to differentiate them in order to successfully attract and retain staff with appropriate qualification, experience and skills. During the last decade the notion of branding the organisation to potential and existing employees has been evoked both in the marketing theory and in practical applications.

The Baltic Employer Branding Index (Baltic EBI) is designed as an integrated empirical study to measure key aspects of ‘employer brand’ image among potential recruits and to provide reliable data for managerial decisions in developing a more consistent employer brand image in the recruitment market.

The data gathered on the course of conducting the Baltic EBI study serve as a base for descriptive analysis of current situation in the employee recruitment market (market potential, competition) and for analysis in particular sub-groups defined either by socio-demographic variables (gender, age, residence) or by job-related features (position, profession groups, etc.). In addition, customised reports for Baltic EBI subscribers include employer brand image strengths and weaknesses analysis in comparison with their key competitors in the market.

DATA COLLECTION

The data are collected by using Computer Assisted Web Interviewing (CAWI) method in three target groups:

–       General audience – up to 1500 respondents per country

–       Professionals and specialists – up to 800 respondents per country

–       Executives – up to 200 respondents per country

Sampling design is based on pre-recruited on-line panels (for general population) and on Amrop proprietary data bases (for professionals, specialists and executives). Where require data are weighted according to the latest available statistical data.

KEY TERMS

ATTRIBUTES. Main aspects that influence employment decision making. Include attributes related to rational benefits, job characteristics, social values and benefits, and employer reputation and image.

COMPETITORS. Organisations which are selected as preferred employers by the same respondent. For report and comparative analysis purposes up to five EBI subscriber’s direct competitors will be chosen from the list of other most preferred employers.

MARKET SIZE. The size of the segment of potential recruits who are aware of the organisation and potentially could work there (have appropriate profession, experience or qualification). Depending on answers to preference questions the segment is divided into two sub-segments – easy to recruit (organisation is among preferred employers) and hard to recruit (organisation is not among preferred employers).

EMPLOYER PREFERENCE INDEX (EPI). Proportion of potential recruits who chose the organisation as one of the five most preferred employers they would consider working for.

EMPLOYER ATTRACTIVENESS INDEX (EAI). A construed index based on a modified form of the Wroom’s Attractiveness Model theory. It represents in integrated form the calculated attractiveness of the organisation as a function of beliefs about possible outcomes and importance of each outcome in making decision about employment.

NET PROMOTER SCORE (NPS). The index is based on answers about readiness of potential employees to suggest or not the organisation as a place of work to their friends and acquaintances. NPS defines the proportion between rejecters and promoters in the target population, what may serve as a better predictor of actual behaviour rather than direct preference questions.