Competitive Intelligence: Assessing Recruitment Advertising Competitors

May 9, 2017

To build an outstanding employer brand, organizations must rise above the competition to attract and retain extraordinary talent. With better economic conditions across the globe and improved worker outlook, the need for employee flexibility has increased over the years. Since candidates have a better outlook on potential employers, developing a strong employer brand with a positive perception among candidates is key to being successful in today’s competitive market landscape.

Employer branding campaigns have the power to positively influence potential candidates to perceive the organization as a great place to work. However, there are a number of employer branding challenges that organizations need to overcome. An organization that does not have a formal employera2 branding program will find it difficult to secure budgets to execute campaigns and sustain them over a longer run. To help deal with such challenges, Infiniti’s market intelligence solutions assist clients in understanding the latest recruitment market trends, key value propositions by competitors, and gain insights on the products and services of existing and potential market players.

The Business Challenge

With an objective to build a better employer brand, the client – a leading recruitment advertising agency – approached Infiniti to engage in a competitive intelligence study that would analyze the key parameters influencing any potential employee’s job offer acceptance for specific positions. The scope of this competitive intelligence assessment was to offer insights on the position of its client in the market when it comes to hiring talent. The research team also analyzed what the competitors offer to attract its current and potential employees besides compensation, intangibles, perks, and benefits.

The primary objective of this competitive intelligence study was to assess the overall brand perception of one of its customers as an employer among potential employees for the Greater Chicagoland a2Area. Additionally, Infiniti’s competitive intelligence team also performed a deep-dive engagement on the current employee value proposition offered by competitors.

To assess the overall brand perception of the client, an experienced project management team with considerable expertise in conducting competitive intelligence studies focused on brand assessment, recruitment, and allied segments to understand the current market scenario. Our analysts also reached out to various stakeholders and market players to gauge numerous factors such as brand awareness, strength of marketing outreach and employee value proposition.

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Competitive Intelligence Solutions Offered and Business Impact

By following a blended approach of qualitative and quantitative assessment, our research team offered the client valuable insights on its overall brand perception as an employer among potential employees. The first phase of the research focused on conducting desk research (secondary research) to obtain insights
Case study2 specific to the job market in the target region and understand the current trends in the recruitment market. This also helped the client understand competitors’ hiring patterns, value propositions, and their recent hiring trends. The second phase of the research focused primarily on conducting approximately 130 in-depth interviews with HR executives, recruitment firms, potential candidates, existing employees, and new hires to understand key parameters, which are considered important by the candidates. It also helped the client gain insights on how the client’s proposition differs from other employers and what makes candidates accept offers of competing firms.

In a span of just 10 weeks, our competitive intelligence team helped the client gain insights into its overall brand presence and perception in the target region. The solutions from the competitive intelligence study also helped the end client to improve on its employee value proposition (EVP) and branding efforts. The study also addressed the client’s strength and weaknesses in the recruitment market. With the help of our competitive intelligence solutions, the client was also able to understand the value proposition that the competing firms put out to potential employees and the key factors that are considered attractive by prospective and existing employees.

Towards the end of the competitive intelligence assessment, the client – a leading recruitment advertising agency – understood and assessed the views of recruitment managers and existing and potential employees, specific to areas such as salary, perks, facilities, HR policies, job role, etc. Our competitive intelligence team also engaged with key stakeholders to understand the brand perception and key value propositions of the target competitors for the particular job function.

Benefits of Our Integrated Approach

In merely 10 weeks, our competitive intelligence study helped the client gain numerous benefits in terms of identifying the brand perception and understanding the growth strategies that are followed by the market leaders to develop an effective employer brand. Also, our multi-step approach for systematically gathering information and translating them into actionable insights, helped the client understand the recruitment market and competitors’ hiring patterns and value propositions in the greater Chicagoland area.

Here are some of the key points appreciated by our clients:

  • Dedicated Competitive Intelligence Portal. A centralized competitive intelligence platform for the collection, storing, processing, reporting, and dissemination of information with the specific purpose of assisting the decision-making process and developing actionable insights. This portal includes comprehensive information on quantitative and qualitative aspects on target markets, competitors and end-users.
  • Collaborative learning. We leveraged the experience of our research team and our technical capabilities to enable report-sharing and other collaborative features appreciated by client teams.
  • Interactive Dashboard. Using our portal-based solution for professionals, we took a design-first approach to problem-solving and helped break through previously held assertions.
  • Value for Money. Infiniti’s dedicated client management team customizes reports to suit business requirements and offers the best insights for every dollar spent.

A must-read competitive intelligence case study for strategy experts and decision makers looking to develop effective EVP strategy and understand the key strengths needed for a powerful brand.


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