Employer Branding Recruitment Marketing

Using Employee Feedback to Strengthen Recruitment Marketing

Employee feedback
Profile photo of Lori Sylvia
Written by Lori Sylvia

Discover the untapped potential of employee feedback to redefine your Recruitment Marketing strategy, turning the authentic employee experience into your competitive recruiting advantage.

Using Employee Feedback to Strengthen Recruitment Marketing
5 (100%) 4 votes

In Recruitment Marketing and employer branding, we’re constantly on the hunt for the next big strategy or tool that will give us an edge. But what if the most powerful tool in your toolbox is one you already have? Yes, I’m talking about the collective voice of your employees! Uncovering why your employees chose to work at your company and why they stay is perhaps the most valuable project you can undertake in Recruitment Marketing. It becomes the foundation of your employee value proposition (EVP), enabling you to create a compelling story about your organization as an employer and adding authenticity and depth to your employer brand in ways no other strategy can.

Why does employee feedback matter? In the simplest terms, it’s the bridge between perception and reality about your employee experience and company culture. It’s one thing for you to tell the world you’re a fantastic place to work, but it’s entirely another when you have real proof points coming from your employees about what it’s like to work at your organization. Employee feedback, whether positive or negative, is a reality check that keeps your employer brand honest and relevant to those most likely to succeed at your company. Plus, it signals to candidates that you’re an employer who listens, values transparency and actively engages with your team.

So, how do you unlock this treasure trove of insights? In this blog post, we’ll provide you with tips for making employee feedback the centerpiece of your Recruitment Marketing strategy, how to effectively gather employee feedback, ways to use AI to analyze and uncover key findings about your employee experience, and how to integrate these insights and key messages into your Recruitment Marketing and employer brand strategy.

Let’s dive in!

Gathering Employee Feedback Effectively

Experienced practitioners know that gathering employee feedback is an art and a science. It’s important to be strategic about the tools and channels you use, from employee surveys and focus groups to one-on-one interviews and social media listening. Another valuable source of employee feedback is employer reviews from sites like Glassdoor and Indeed. The key is to make it as easy and inviting as possible for employees to share their thoughts, to be purposeful about what you ask and to leverage multiple input sources, as different formats will yield different types of information and data. For example, employee pulse surveys will be more quantitative, whereas a focus group will produce more qualitative insight that could become future employee stories.

That’s why it’s important to create a culture where feedback is valued (not penalized) and where the expectation is set that employee feedback is asked for frequently.

The most important ingredient: honesty. You want to hear the unvarnished truth, not sugar-coated niceties. That can be hard to get in certain situations like a focus group or a survey that isn’t anonymous. Sometimes anonymity isn’t practical, if for example there are 3 people in the Marketing team it becomes fairly obvious who said what. That’s why it’s important to create a culture where feedback is valued (not penalized) and where the expectation is set that employee feedback is asked for frequently. It will foster an environment where employees feel safe to share their experiences and suggestions, enabling you to get to “truth”. 

Another key element is to have broad representation across the organization; diversity in feedback is crucial. Aim for a mix across different departments, tenures, experience levels and backgrounds to get a holistic view of your employee experience. Capture feedback from each work location or geography, as there are often differences between sites and countries, as well as from those who work remotely. Ultimately, diversity in perspectives ensures that your Recruitment Marketing strategies will be diverse and inclusive as well as.

Using AI to Analyze Employee Feedback

Collecting the raw feedback from employees is just the beginning. Next, you need to perform strategic analysis on the feedback so that you can extract meaningful insights across your workforce. But ask any practitioner who’s done this before: analyzing employee feedback can be super challenging to do manually, especially if you gather feedback frequently and use multiple methods like surveys, focus groups and reviews. It’s really difficult and time-consuming to sift through the data to try to identify recurring themes and actionable insights. This is where AI is a game-changer! 

Using a generative AI tool like ChatGPT, Google Gemini or Rally® AI™ can enable you to crunch lots of employee feedback and survey data quickly and efficiently. In a well-written prompt, you can ask the AI to group feedback into categories such as workplace culture, leadership, career development and work-life balance, or to easily analyze cohorts such as by department, work location or tenure. This type of categorization will help you pinpoint areas of strength in what employees love about working at your company as well as areas for improvement that you can take back to leadership. And, it can give you findings that are meaningful to both hiring managers and recruiters.

Balancing quantitative and qualitative analysis is crucial. Quantitative data, such as ratings and scores, provide a measurable aspect of employee sentiment, offering a broad overview of satisfaction levels and engagement. On the other hand, qualitative feedback, like open-ended responses, sheds light on the why behind the numbers, giving context and depth to the statistics. This dual approach ensures you get a comprehensive understanding of employee experiences and attitudes.

Your AI tool can perform both types of analyses effectively and can also spot trends if you ask the AI to compare results over a period of time. The key is to leverage tech to automate the process of finding patterns and correlations in the feedback, so that you can focus on strategy and implementation rather than getting bogged down in data processing or trying to become a data scientist. Afterall, what you really need are the insights to use in your Recruitment Marketing, and that’s what we’ll cover next.

Rally Pro Tip

Rally Pro Tip: Before uploading employee feedback data to a generative AI tool, label columns clearly and include classifications such as department, location and tenure so that you can uncover insights by cohort.

Implementing Feedback into your Recruitment Marketing Strategy

Now the fun really begins! The insights gleaned from employee feedback can significantly refine your employer brand positioning and candidate messaging, ensuring they’re authentic and that they resonate with your target candidate personas. When we work with our Rally AI users on this process, here’s what we recommend:

  1. Ask the AI to write 5 EVPs based on your employee feedback, including specific proof points that tie back to the employee surveys. This enables you to verify where the AI’s recommendations are coming from, whether that’s by cohort or individual employees.
  2. If you already have EVPs, ask the AI to update them using the new insight you’ve uncovered. Then ask a follow-up question to point out what language it changed, so you know how the employee feedback insights are being incorporated.
  3. Instruct the AI to rewrite your About Us paragraph using the EVPs and keywords based on what your employees say they value most about working at your company. This About Us description should then be updated across all your company profiles, such as on LinkedIn, Built In and Handshake.
  4. If you have employee feedback by department or job function, prompt the AI to rewrite your job descriptions to specifically include the messaging that you’ve uncovered about what is important to similar employees.
  5. Focusing in on one employee’s survey responses, ask the AI to write employee testimonials that you can include in social posts or to turn multiple responses into an employee spotlight for your careers blog. You can also combine the stories of several employees such as interns, former military, graduates of your training program, employees who have worked at your company for 10+ years, boomerangs, etc.
  6. Using the top themes and messaging, instruct the AI to rewrite the content on your careers site. This is especially effective if you have careers pages by team, or about your culture, or DEI. It becomes easy to have the AI filter the insights that’s relevant for the content on those pages.

Finally, remember that the insights you’ve uncovered are not just internal metrics; they’re powerful tools for enhancing leadership’s understanding that will drive strategic improvements in your organization. Sharing this feedback widely, beyond the HR department, shows employees that their voices matter, not just in shaping recruitment strategies. I think it’s actually your responsibility to share what you learn, even if you don’t feel it’s your role. It is!

From Insights to Influence: Crafting a Compelling Employer Brand Narrative

Imagine how much more effective your Recruitment Marketing could be by tapping into employee feedback more frequently. Experienced practitioners know this strategy goes beyond gathering opinions; it’s about actively leveraging these insights to sculpt the employer brand narrative, making it resonate authentically with your target candidates and repeating often to keep your messaging fresh and true.

To ensure you can scale up collecting and incorporating employee feedback, embrace AI to mine and analyze feedback and turn it into actionable strategies that humanize your employer brand and attract the right talent to your culture and values. As you dive into this strategy, you’ll discover how employee-centered messaging will make your Recruitment Marketing more effective and successful.

Using Employee Feedback to Strengthen Recruitment Marketing
5 (100%) 4 votes

About the Author

Profile photo of Lori Sylvia

Lori Sylvia

Recruitment Marketing evangelist and community builder. Founder of Rally.

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