Home > Business > Measuring Employer Brand With Niaouli

An expert in corporate reputation, the Luxembourg-based startup is applying its tool to the case of Ubisoft, to achieve a case study. For more than three years, the video game creator has been trying to improve its image among its candidates and employees, following complaints of sexual assault and harassment.

Photo: Hugo Avale (COO) and Margaux Raab (CEO), co-founders of Niaouli / Credits © Niaouli

Founded in June 2019, Niaouli specializes in analyzing the image of companies among their employees and potential candidates.

For Margaux Raab, the co-founder of the Luxembourg-based startup, this employer brand concept is based on three pillars: the first is the experience of the employees; it includes “their experience in terms of management, training, professional development and integration within the company, until their departure,” says Margaux Raab.

The second pillar is the candidate’s experience at all stages of the recruitment process. “It is defined through communication, and by everything we see about the company on social networks, until the candidate decides to join the company,” continues the CEO.

The third pillar “represents the culture and the DNA that the managers spread within the company”, adds Raab.

“The analysis offers a transversal vision of the employer image and the performance of the candidate experience.”

Attractiveness and loyalty

To measure this employer brand, Niaouli has developed a digital solution of the same name. Offered in software as a service mode, the tool allows the company to evaluate its image at any time in terms of attractiveness and loyalty. It also allows to measure the impact of possible corrective actions carried out by HR to improve the company’s reputation.

The attractiveness of the company is measured through four indicators: desire, awareness, visibility and differentiation. The loyalty of its talents comes from four other indicators: commitment, coherence, readability and durability.

To feed the study with objective and subjective data, Niaouli performs a cross-analysis of everything that is said about the company on the Net. To do so, it scrutinizes the APIs (software library and web services) of LinkedIn, Facebook, Glassdoor, as well as the company’s job boards and HR platform. “The analysis thus offers a transversal vision of the employer image and the performance of the candidate experience,” explains Margaux Raab.

The solution also offers flash questionnaires, which are also accessible to employees, with the aim of determining the evolution of the employee experience offered by the company.

“The algorithm presents all these KPIs and results in a dashboard and proposes a scoring system, the Employer Brand Score, which provides a simple and effective reading, to measure the return on investment of HR actions,” explains Margaux Raab.

“We focused on analyzing the public data available, particularly in the press and on social networks.”

Applying Niaouli to Ubisoft

Niaouli decided last June to apply its tool to Ubisoft, the French video game supplier. As early as 2017, revelations came to light of sexual assault and harassment by executives and managers at the multinational company, which employs 18,000 people worldwide.

The company’s management has since reorganized its management, restructured and strengthened the human resources function, and launched an audit of its procedures and policies. Quoted at the time by the French press, its CEO said he was “more determined than ever to implement profound changes in order to improve and strengthen our corporate culture”.

However, “at the end of June 2020, numerous articles were flooding the web about cases of sexual harassment within the company,” recalls Margaux Raab. “We wanted to know if there was an immediate impact on its employer brand. To do this, we focused on analyzing the public data available, particularly in the press and on social networks.

In July, Niaouli published the conclusions of this case study. For Margaux Raab, Ubisoft has “a very strong employer brand, with a natural aura of appeal”.

While this image declined during the period studied, the entrepreneur notes that “employees were more engaged in networks and had a positive notion of their employer.”

More generally, faced with a deterioration of their brand image, Niaouli advises companies to communicate on the measures they intend to put in place to remedy the situation. “They must also prove that these measures have been carried out through actions that meet the expectations of their employees, candidates and clients,” Raab recommends. “Finally, they must be inclusive of their employees.

Created in June 2019 and hosted in the Lux Future Lab, Niaouli currently employs three employees.

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