Potentialpark’s Methodology
Our research aims to provide knowledge and actionable insights for employers who want to meet the needs and expectations of candidates.
At Potentialpark, we believe that the communication and interaction between employers and candidates has a significant impact on the employer brand and candidate experience. This in turn influences the success of the employer who wants to secure the right talent. After all, the people are the most important part of any company!
Potentialpark has two different research approaches:
Quantitative Approach
Annually, our studies collect relevant data from across the globe that are turned into actionable insights for employers.
This is what makes up the Talent Communication Report, the Talent Compass, and the Azubi Communication Study. Read more about our Talent Communication Solutions here.
Qualitative Approach
We gather direct feedback from a panel of candidates who test the career channels and candidate experiences of specific employers.
This is what informs the Talent Experience Report and the SPHINX. Read more about our Talent Communication Solutions here.
The Talent Communication Study
The annual global market study conducted by Potentialpark to discover the needs and expectations of candidates’ for Talent Communication. We are able to gather over 40,000 responses each year meaning we can achieve a representative picture of the latest trends.
Our comprehensive study involves gathering information from students, graduates, and young talent globally, as well as evaluating the career channels of hundreds of employers worldwide.
In order to keep our research independent and unbiased, we use a 3-step approach:
Potentialpark brings together the outcome of both the Study and the Audit meaning that we discover what is important to candidates and if employers are implementing this.
Our Field Period is from September to December, and the results are released at Potentialpark’s Talent Communication Summits in February and March.
For employers who want to know their status compared to their competitors and who want to develop talent-friendly communication using our actionable insights. You can learn more about the Report here.
Potentialpark Talent Communication Rankings
The Talent Communication Study informs the Rankings. The Rankings reflect the competitive landscape of employers in the local, regional, and global markets.
The Azubi Communication Study is conducted yearly, alongside the Talent Communication Study. This is a qualitative study too, conducted in Germany with a focus on Azubi candidate experience. The Azubi Communication Rankings are released in April and May each year. You can learn more about the Azubi Study and Rankings here.
Talent Experience - Perception Panels
As a complement to the global Talent Communication Study, we conduct perception panels with small groups of candidates who take an in-depth look at specified employer career channels and selected stages of the application process. These qualitative studies provide feedback about the employer brand and how this may be affected by the candidate journey. The panel results provide a useful comparison to benchmark companies too.
These panels take place between March and May each year.
SPHINX Study - New for 2021!
The SPHINX Study provides an analysis on the candidate experience through an employer’s selected recruitment funnel. You will receive direct feedback about each step of the journey. You can read more about the SPHINX Study and how it can benefit you here.
Our Talent Experience Report, where we provide open and direct candidate feedback together with expert analysis about the user experience regarding navigation, look & feel, and relevance of your content and messages. Learn more about getting a Talent Experience Report for your company’s candidate experience here.
Potentialpark commits to the quality of its studies by following the ESOMAR code on market and social research.
