Navigating Consumer Minds: A Neuromarketing Perspective on Employer Branding in the IT Industry using Eye-Tracking

Mariana-Alina Cruceanä‚ (), Mihaela Constantinescu () and Laura-Daniela Roè˜ca ()
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Mariana-Alina Cruceanä‚: The Bucharest University of Economic Studies
Mihaela Constantinescu: The Bucharest University of Economic Studies
Laura-Daniela Roè˜ca: The Romanian-American University

Journal of Emerging Trends in Marketing and Management, 2024, vol. 1, issue 4, 53-63

Abstract: This research explores the effectiveness of employer branding campaigns within the IT industry through an eye-tracking analysis of the visual engagement of potential employees. The study tries to figure out what resonates in terms of branding through messages or images and, later, influences decision-making towards the brand by IT professionals and job seekers. The experiment was conducted with a randomized block design approach in which the subjects were divided into two groups: those working in IT at that time and others seeking a career in IT for the first time. All the subjects were exposed to six employer branding campaigns launched by top IT companies, and their eye movements were recorded with the help of eye-tracking devices. Heatmaps and scan paths resulted from the eye tracking analysis confirmed that, the areas that interested users the most were those text sections that dealt with career development, work-life balance, and job stability. Corporate imagery received relatively low engagement, especially from those participants looking for clear benefits. It was found that the text-laden sections were engaged with for significantly more time by the participants, especially those that were to derive practical benefits concerning the themes of career growth and flexibility in jobs. To sum up, this study states that eye-tracking technology offers objective insights into the visual interaction of IT professionals with branding campaigns in a way that is highly valuable for the optimization of employer branding strategies. Such results can afford companies with more precise and specific campaigns to target the information that will attract potential employees based on their needs and interests. The study can be used as a new contribution to the field of employer branding by testing how effective neuromarketing tools are in refining recruitment strategies based on a pattern of visual engagement. Thus, it gives an evidence-based approach to improving efforts of talent acquisition in the IT sector.

Keywords: Neuromarketing (search for similar items in EconPapers)
JEL-codes: J24 M31 (search for similar items in EconPapers)
Date: 2024
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