Datapunk unveils Humakina, a platform transforming HR with advanced analytics, exclusive benchmarks, and collaborative tools. It empowers leaders to optimize employer branding and drive strategic innovation. Datapunk’s CEO Fabien Amoretti gives us an overview of the new platform.
How does Humakina help HR Directors improve the perception of their employer brand?
To consider progress, benchmarks are essential. On the candidates’ side, numerous studies confirm that 94% of them place great importance on the employer brand, and nearly 70% reject job offers if the brand has a negative image, while 83% would accept a lower salary if the brand is positive. These figures are on the rise.
On the companies’ side, both HR Directors and CEOs have made this a priority, but data is scarce. The complexity of sourcing, analyzing, and processing data makes the task arduous, time-consuming, and expensive. Another challenge is that a performance indicator has little value if not put into perspective with industry averages, segment benchmarks, or direct competitor comparisons—and updated monthly. HR departments, therefore, need continuously updated data covering the largest 500 or even 1,000 companies in Luxembourg.
Lastly, the indicators to consider include review sites (from those who have interacted with the company), the next-gen (18–25-year-olds, especially students and young professionals who represent the next generation of talent), and career pages (consulted by 75% of candidates).
“HR functions will need to simultaneously address several challenges impacting “Attract & Retain” strategies: employer branding, team hybridization with AI, generational phenomena, and cultural shifts.”
Fabien Amoretti, CEO of Datapunk
Eighteen months ago, Humakina embarked on a continuous effort to catalog all reviews and scores left by employees, alumni, and candidates online. This spans nearly 90 data sources, aggregated into 10 key dimensions: challenge appeal, work-life balance, compensation and benefits, digital culture, diversity, career opportunities, and more. For the next-gen aspect, we survey approximately 30,000 students and young professionals annually in the Greater Region, asking them to evaluate a list of companies. For career pages, our AI analyzes content and candidate journeys, including media and testimonials.
The goal is to create a comprehensive dashboard with 30 key indicators covering major areas of excellence or improvement, as well as related sectoral rankings. Based on this data, establishing a diagnosis and legitimizing strategies becomes feasible: the data supports decision-making, optimizes budgets, and enables tracking of progress.
What are Humakina’s most innovative features for HR decision-makers?
Humakina’s uniqueness lies in having readily actionable data, enabling immediate impact for HR Directors operating in a market far more sensitive to the talent war than neighboring markets. This aligns with our mission to empower the HR function through detailed data, interactive interfaces, radars, benchmarks, and more. However, the technology itself (including the AI component) is not overly disruptive—it is simply highly relevant.
The most important aspect is the users, the decision-makers we work for. We are fortunate to have a Luxembourg HR community that is technical, innovative, and above all, aware of the challenges surrounding employer branding.
The context is favorable, and we see innovation more in the collaborative aspect and co-creation of future features or datasets with our clients and members. We already have numerous client companies in the financial sector and are currently engaging with leaders in other industries (industry, tech, services, etc.) who are discovering the platform’s potential.
How does the platform aim to support HR Directors in companies’ strategic transformation?
In early January, we will publish a one-off study on candidate expectations regarding EVP (Employer Value Proposition). Initial trends already show significant differences based on country, age, specialization, gender, and target sector. Mastering this data will enable HR Directors to leverage it to refine their own EVP.
HR functions will need to simultaneously address several challenges impacting “Attract & Retain” strategies: employer branding, team hybridization with AI, generational phenomena, and cultural shifts. Humakina will provide precise data, analyses, and recommendations to guide strategic decisions.
Finally, we are also studying referrals through our HR members to promote an ecosystem of skilled partners in various domains: global consulting, communication, AI, recruitment, retention, and HRIS. This ecosystem includes both emerging and mature startups and HRTechs, which they can recommend based on the specific needs of our clients. If confirmed, this “referral” feature will be rolled out by the end of Q1 2025. Together, we can go further.
