Data-Driven Series: Debunking the Biggest Employer Brand Myth

With Employer Branding being relatively new to the eyes of global management, HR marketing teams are still fighting the battle to show its importance. So, we decided to utilise the data on our platform, and provide you with some original research into what’s on candidates’ minds. We have collected 20,116 questions and 2.9 million views across these questions. We then used our AI Models to group the questions and aggregate them into topics. From these topics, we have found out exactly what is on candidates’ minds within your sector. After-all, a little bit of data is worth a thousand words. Now, let’s get started debunking the biggest employer branding myth with our data!

Myth: One-size-fits-all in Employer Branding

The one-size-fits-all approach should be history by now, but it’s not. Teams are forgetting that the individuality of your company is the starting point for building your employer brand – so why try and fit your company into the employer branding size box which agencies keep throwing at you. 

In nearly every blog you read about talent acquisition and employer branding today, you will see some reference to Millennials or Generation Z’ers. Although there is some truth in what we read about generation focussed employer branding, this should not be our biggest focus. Instead, we need to focus more of our energy on industry specific interests. Why? Because, each industry faces their own challenges, and candidates are very much aware of what these challenges are. From issues with diversity in a particular sector, to the less progressive work/life balance, or lack of transparency in another. Candidates are fully aware of the challenges each sector faces and they want answers on how you are overcoming them.

In the technology and software industry role progression, challenges and company information are three of the topics which candidate’s ask the most questions about. Whereas in the legal sector, diversity and career advice are two of the most prevalent topics within job candidate’s questions. Have a look at the graph below to get a general overview of what candidates are interested in, in each section.

Rather than taking you through each individual sector, we have created a graph which you can personalise, to find out which topics candidates are most interested in for your industry. 

Now that you have your industry-specific data, you have seen first-hand that there can be no possible one-size-fits-all approach in employer branding. Candidates are interested in very different topics when they are thinking of applying to work at your company. It is your job to ensure that you are addressing those topics on your career site, within your content, and across social channels. If you answer your candidates’ questions, the candidates that are best suited to your company are more likely to click apply.

Feel free to forward the graph across to your team members and share with leadership teams – if you want any extra guidance, get in touch with our Client Services team, who can guide you on all things employer branding: book some time here.

How can we help?

PathMotion is an online discussion platform that connects job candidates directly to real employees via the company’s career website. PathMotion lets today’s digitally savvy job seekers find the content they truly want by allowing employee advocates to share their personal stories through online discussions, live chat events, video content and social media integrations, improving the employer brand and accelerating talent acquisition and recruiting. Organisations like Air France, Deloitte, Post Office, AXA, the NHS, Citi and more choose PathMotion to increase their qualified applicants by over 200% and improve their job offer acceptance rate by 65%. Find more at and follow @PathMotion on Twitter. 

Get your interactive industry graph here:

Find out what's on candidates' minds in your industry using our interactive graph. Based on PathMotion research into the candidate experience.

Interactive industry graph