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By placing current employees under a demographic lens, a number of insights are available. Mercer is making hay these days with the successful observation that demographic insight can produce cost and productivity efficiencies. While useful, the workforce management results are a secondary benefit. The point of the initial workforce demographic analysis is to understand the things that will interest and attract potential employees. A look at GoArmy.com will show you how demographics can drive Employment Branding website design.

Your website is not a way to tell people about you. It is a way for visitors to find out about themselves. People use the web to meet their needs, not yours. A brand is more about the user than it is about the company. In order to be useful to you, your website must be primarily useful to its audience.

In order to attract and retain an audience, the website must be interesting to them. Designing it, from the outset, to meet demographic and traffic objectives is the central difference between employment branding and just another company job board.

- John Sumser