{"id":18327,"date":"2025-05-12T10:51:35","date_gmt":"2025-05-12T07:51:35","guid":{"rendered":"https:\/\/railsware.com\/blog\/?p=18327"},"modified":"2025-05-29T18:36:57","modified_gmt":"2025-05-29T15:36:57","slug":"data-driven-communication-that-works-a-case-of-railswares-employer-branding","status":"publish","type":"post","link":"https:\/\/railsware.com\/blog\/data-driven-communication-that-works-a-case-of-railswares-employer-branding\/","title":{"rendered":"Data-driven communication that works: a case of Railsware\u2019s Employer Branding"},"content":{"rendered":"\n

Many companies stick to trends or traditional approaches when building their employer brand. At Railsware, we took a different route \u2014 one guided by data.<\/p>\n\n\n\n

Our experience shows how understanding what truly matters to your team (rather than relying on assumptions) can lead to a more authentic and effective employer brand. Instead of focusing solely on attracting talent, we found ways to both attract and retain great people.<\/p>\n\n\n\n

In this piece, I share the practical strategies and data-gathering methods we used \u2014 along with results that you might use for your company. <\/p>\n\n\n\n

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No gut feeling – only data<\/h2>\n\n\n\n

It\u2019s tempting to rely on gut instinct or what feels right when building an employer brand, but if you want it to truly stick and make an impact, you need data to lead the way. <\/p>\n\n\n\n

Unlike traditional marketing, employer branding involves a lot of moving parts\u2014like employee satisfaction, motivation, and culture \u2014 that aren\u2019t always easy to measure. However, with the right approach, you can collect the insights needed to craft messaging that speaks directly to your employees and the talent you’re looking to attract.<\/p>\n\n\n\n

1. Motivators research<\/h2>\n\n\n\n

People always value something different \u2013 flexible schedules, a collaborative team, career growth or work-life balance. However, you can pinpoint several things that truly resonate with your talent and make them join and stay for years. For this, you need more than understanding your team\u2019s needs. You should gather and analyze key motivators to shape a brand that reflects what people care about (which also makes the right candidates see a place where they would want to be).<\/p>\n\n\n\n

And it\u2019s way more challenging than obtaining data. So, before taking any steps, it\u2019s important to structure the data thoughtfully, factoring in things like location and years of experience. Such a structured approach can allow you to make more informed decisions that will not only create an attractive employer brand but also be adaptable to your team\u2019s evolving needs.<\/p>\n\n\n\n

Let\u2019s break down Railsware as an example. <\/strong>Here are the top reasons (motivators) why people choose Railsware:<\/p>\n\n\n\n

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Motivation depends on a person\u2019s life context. So, it\u2019s crucial to consider factors like country, age, and profession in your questionnaire. We conduct motivation research annually, segmenting the results by team (Marketing, Finance, Engineers, etc.) and time (see example):<\/p>\n\n\n\n

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As shown in the screenshot, 5 means most important and 1 means least important\u2014the factors are ranked based on that scale. <\/strong>Regardless of how long Railswarians have been with the company \u2014 whether they\u2019re newcomers or \u201cdinosaurs\u201d \u2014 the top motivators remain the same: a flexible schedule, remote work, and meaningful work content. In contrast, social interaction plays a minimal role and is neither a strong selling point nor a key factor in decision-making.<\/p>\n\n\n\n

2. Candidate Development Interviews<\/h2>\n\n\n\n

If you haven’t realised it yet, your employees are your greatest asset. That\u2019s why engaging with them through the Candidate Development Interview and regular feedback shows that you’re listening and committed to enhancing their job satisfaction.<\/p>\n\n\n\n

While it\u2019s common to focus on employees who have successfully passed their probation, don\u2019t overlook the value of Off-boarding Sessions. These can provide critical insights for improving your processes and refining your employer brand, ensuring you attract and retain the best talent.<\/p>\n\n\n\n

To get started, collaborate with your HR team to develop the right set of questions. They should cover various contexts to uncover the insights you need. So, be concise and clear, focus on questions that truly matter to your goals, and avoid asking for information you won\u2019t use.<\/p>\n\n\n\n

Don\u2019t forget to organize all the gathered data into a structured document and analyze it. Here is a small part of questions from our pool:<\/p>\n\n\n\n

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3. Check review platforms (bullet, action points)<\/strong><\/h2>\n\n\n\n

When conducting Candidate Development Interviews, don’t miss the opportunity to emphasize the importance of leaving feedback on review platforms like Glassdoor. Whether you believe it or not, our experience (and we’ve conducted plenty of the CDIs) shows that most candidates check these platforms. So, if you want to climb higher on the list of companies your future candidates are considering, this is a smart move.<\/p>\n\n\n\n

Remember: honest feedback, whether it’s praise or critique, is invaluable. And if reviews seem fake or come directly from the company, they can backfire, eroding trust and credibility. Instead, authentic reviews give you crucial insights into your workplace culture, strengths, and areas that need improvement.<\/p>\n\n\n\n

Keep a close eye on these reviews to understand how your company is truly perceived. Negative reviews? They\u2019re part of the package, and they’re more common than you might think. But sometimes, they might reflect genuine concerns or frustrations. Approach them with a cool head, and use them as a guide to make necessary changes.<\/p>\n\n\n\n

Now that we’ve covered this step, let’s move on to the next crucial point\u2014how to start building data-driven employer branding.<\/p>\n\n\n\n

How to do brand positioning: step by step case study<\/h2>\n\n\n\n

Building a strong employer brand isn\u2019t about adding flashy promises into messages\u2014it\u2019s about showing what\u2019s truly resonating within your company. Instead of fabricating an ideal image from scratch, take a closer look at what genuinely attracts talent and what your culture authentically offers. By aligning your employer brand with these realities, you\u2019ll keep top talent who appreciate an honest, transparent workplace.<\/p>\n\n\n\n

To achieve this, we\u2019ve developed step-by-step instructions using the tools from our previous list. Here\u2019s how to put them into action:<\/p>\n\n\n\n

1. Conduct a BRIDGeS session with the HR team<\/h2>\n\n\n\n

We took the first crucial step in shaping our employer brand by setting up BRIDGeS sessions with the HR team. We\u2019ve often emphasized the importance of having a clear communication purpose, but knowing how to define that purpose is just as critical. To ensure every voice is heard and every perspective is considered, I recommend organizing brainstorming sessions with your entire HR team.<\/p>\n\n\n\n

We used the BRIDGeS framework<\/a> to guide these discussions. By dividing the session into two key sections, we were able to thoroughly assess risks, gather ideas, and define essential aspects of our company. This approach allowed us to pinpoint:<\/p>\n\n\n\n