Conducting analytics on the perception of vacancy advertising

A research and production enterprise in St. Petersburg launched a campaign to attract young employees. The industry is highly competitive, with personnel from engineering and working professions in high demand. In order to conduct an effective advertising campaign that would meet the needs of candidates and build off competitors, a preliminary comprehensive analysis was conducted on the audience's perception of advertising.

What was done as part of the analysis:
- Prepared questionnaires containing related (gender, age, education) and targeted (campaign awareness, value relevance to CA, loyalty) metrics.
- We launched questionnaires for the regions (Belgorod, Kursk, Kurgan), St. Petersburg and the Leningrad region.
- We collected questionnaires using an online panel (Anketolog).
- We processed and analyzed the obtained information and prepared a report.

According to the results of the study of brand perception during job search the following behavioral factors of job seekers were revealed:

1) Pay attention to the company's reputation;
2) They study employee reviews on specialized websites and portals;
3) When looking for a job, they use social networks, newspapers, bulletin boards, events (job fairs) more;
4) In advertisements, it is important for job seekers to have a clear image of a professional, clear working conditions and short concise messages (who they are looking for).

Based on the analytics, a stage and tools were proposed that would: increase knowledge about the company as a reliable employer (HR brand promotion) and could increase the number of interview requests to the HR department.