Not enough attention has been paid to "predictive analytics"when it comes to employer branding. Predictive analytics is the mechanics that suggests what movie you should watch next or what products you might also be interested in. Maybe not in a "you might also be interested in this job" way, but what about predicting what information and content a candidate needs to see next to make a decision on the company. By way of example, here are 7 emerging ways to use predictive analytics.

What do job seekers care about in a pandemic? Based on multiple company's TA chatbots, it turns out that 47% of people asked what the company's response to COVID was, roughly double the number of people asking about hiring. This suggests that prospects are twice as interested in understanding who the company as they are in learning about a job. Second take: If a huge percentage of your traffic comes in via job posts (job-focused), maybe preemptively tell them about your COVID response up front?

PathMotion took a look at all the bot-driven conversations on its platforms to see what candidates wanted to know more about. This isn't what candidates said they wanted, it's what they asked for, so if you don't know what to add to your career site and social channels, this is a solid starting point for a content map. I will caution and say that Universum's data (day job alert!) agrees with a lot of these conclusions, they aren't equally true across the board for all audiences. Just keep that in mind.