Social Listening

Case Study

The Challenge

When you are a world-leading confectionery manufacturer, good staff are as important as good chocolate. Our client was finding it difficult to recruit and retain the right talent, and high employee turnover was impacting factory output. Before embarking on an overhaul of their recruitment and retention strategy, they needed insight into the reasons behind the turnover, and how best to encourage new applicants.

The Solution

Our analysis was aimed at gaining a deeper understanding of the reasons behind the high employee turnover and the challenges faced by the client in attracting and retaining the right talent. To achieve this, we conducted a thorough examination of consumer conversations among the target audience of factory workers. This was done by dividing the audience into five key segments, each with its own distinct characteristics and needs. The five segments included trade school students who were considering a career in manufacturing, job seekers who were actively searching for employment in the field, and current employees who had already been working in the factory.

Our detailed analysis of online conversations enabled us to gain a deeper understanding of the unique desires and pain points of each segment, which were critical in helping our client to make informed decisions about their recruitment and retention strategy.