Refreshing a Global Employer’s Value Proposition to Recruits

Refreshing a Global Employer’s Value Proposition to Recruits
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TYPE: B2B / CONSULTING
YEAR: 2017

KEYWORDS:
Custom Survey Instrument, Global Survey Sample, Regression, Drivers Analysis, Clustering, Segmentation, Customer Decision-making, Value Proposition, Positioning, Natural Language Processing

SUMMARY :

Our client was refreshing its recruiter value proposition and wanted to develop new marketing material to appeal to potential employees in competitive candidate pools around the world — and simultaneously to expand their hiring into red-hot skillsets like engineering and data science. Gradient collected a massive global dataset, developed a series of statistical models, and worked directly with senior leaders to develop a new value proposition.

ASK :

Our client wanted to collect a global dataset covering sixteen markets, three educational streams, and a wide range of skill profiles. They wanted to develop a new segmentation to understand which profiles to target and which to ignore, and a battery of models to identify optimal elements of their positioning towards these profiles.

METHODOLOGY:

Gradient developed a custom survey instrument and managed the data collection: programming & translation of the survey, targeting, quality, etc., in sixteen global markets. With the survey data, we developed a number of custom models: a clustering solution to drive the segmentation, a drivers analysis to understand the brand competencies and personalities driving choice, and a natural language model to search for keywords in open-ended text.

RESULTS: 

The results of the analyses formed the backbone of a series of partner meetings — where Gradient presented the intelligence and was a key player in the discussions that followed — that established a positioning frame and set of messaging constructs that are now being used in our client’s global recruiting material.

SUMMARY :

Our client was refreshing it’s recruiter value proposition and wanted to develop new marketing material to appeal to potential employees in competitive candidate pools around the world — and simultaneously to expand their hiring into red-hot skillsets like engineering and data science. Gradient collected a massive global dataset, developed a series of statistical models, and worked directly with senior leaders to develop a new value proposition.

ASK :

Our client wanted to collect a global dataset covering sixteen markets, three educational streams, and a wide range of skill profiles. They wanted to develop a new segmentation to understand which profiles to target and which to ignore, and a battery of models to identify optimal elements of their positioning towards these profiles.

METHODOLOGY:

Gradient developed a custom survey instrument and managed the data collection: programming & translation of the survey, targeting, quality, etc., in sixteen global markets. With the survey data, we developed a number of custom models: a clustering solution to drive the segmentation, a drivers analysis to understand the brand competencies and personalities driving choice, and a natural language model to search for keywords in open-ended text.

RESULTS: 

The results of the analyses formed the backbone of a series of partner meetings — where Gradient presented the intelligence and was a key player in the discussions that followed — that established a positioning frame and set of messaging constructs that are now being used in our client’s global recruiting material.

ABOUT

We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

ABOUT

We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

ABOUT

We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

ABOUT

We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

ABOUT

We are marketers and technologists that build robust models to guide managers in their decisions. We believe in sound design, interpretability, and going out and getting the data if you don’t already have it.

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COPYRIGHT GRADIENT METRICS 2018

COPYRIGHT GRADIENT METRICS 2018