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Employer research


At AQ Rate, we take a comprehensive approach to employer research, covering employer awareness, reputation, attractiveness, and recommendation. These studies help organisations understand how they are perceived as employers, identify drivers of attractiveness and engagement, and strengthen their employer brand to attract, retain, and engage talent across all sectors, including the most specific ones. 


You will find examples of studies here.

Why it's important

Employer research is important because it provides a clear and holistic understanding of how an organisation is perceived as an employer. By measuring awareness, reputation, attractiveness, and recommendation, organisations can identify strengths and weaknesses of their employer brand, understand what attracts or repels talent, and anticipate recruitment and retention challenges. These insights support data-driven employer branding strategies, help optimise recruitment and communication efforts, and contribute to long-term talent attraction, engagement, and organisational performance.


To sum up in 3 points :

Understanding employer perception

Measures awareness, reputation, and attractiveness among current and potential employees.

Attracting and retaining talent

Identifies drivers of choice, engagement, and recommendation.

Strengthening employer brand performance

Supports data-driven actions to improve recruitment, retention, and long-term employer brand value.

What insights can be found in employer research ?

At the end of the study, AQ Rate delivers a set of structured and directly usable insights, including:

  • Employer brand awareness: spontaneous, aided, and top-of-mind awareness among target talent pools.

  • Employer image and reputation: perceptions, associations, credibility, and trust as an employer.

  • Employer attractiveness: drivers of appeal and perceived strengths and weaknesses versus competing employers.

  • Recommendation and advocacy: likelihood to recommend the organisation as an employer (e.g. eNPS).

  • Candidate and employee behaviours and attitudes: motivations, expectations, barriers, and intention to apply, stay, or leave.

  • Employer communication effectiveness: impact and clarity of employer branding messages and channels.

  • Touchpoints and media behaviours: preferred information sources and recruitment touchpoints.

  • Performance indicators and benchmarks: results by target group, role type, or talent segment.

  • Actionable insights and recommendations: concrete priorities to strengthen employer brand attractiveness, recruitment, and retention.

Interested ? Would you like to learn more about employer research ? 

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Partners and references

Because we deliver proven expertise and reliable insights, leading partners consistently trust us to support their strategic decisions.

See our case studies

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