Using employee feedback to build effective employer branding strategies: a mixed method approach

Purpose Addressing the limited empirical research using a data-driven approach for employer branding (EB), this study aims to analyse employee opinions and sentiments to develop effective strategies that attract and retain qualified and socially skilled employees. Design/methodology/approach Qualitative and quantitative research methods are used in this study. A concurrent mixed-methods approach is implemented, integrating structured survey data with unstructured employee reviews to comprehensively analyse employer perceptions. Data mining and natural language processing techniques are applied to extract and analyse employee opinions and sentiments within a Portuguese retail company, addressing critical questions regarding constructing a compelling employee value proposition, its impact measurement and continuous improvement. Findings The discussion highlights that the survey and Glassdoor reviews largely support previous findings on EB, indicating that employees value both psychological benefits and economic stability. The results show that the analysed employees appreciate factors such as a stable environment and development opportunities, reflecting positive internal perceptions. However, low salaries, poor work-life balance and staffing shortages detract from its attractiveness. The convergence of survey data and Glassdoor review analysis underscores the need to align internal branding efforts with external employer reputation. Originality/value This study advances EB research by integrating data-driven methodologies. Combining structured employee survey data with unstructured online reviews offers a novel approach to analysing employee perceptions and creating targeted authentic EB strategies.