Audience Insights Analyst
About The Position
The Audience Insights Analyst is part of MarCom Group’s Brand Strategy department and specializes in audience research, workforce intelligence, and candidate persona development for awareness and recruitment marketing initiatives. The role collects, analyzes, and interprets labor market data, demographic and psychographic research, workforce trends, and candidate behaviors to create data-driven audience personas and actionable insights. These insights support clients in understanding, attracting, and engaging priority talent audiences and inform messaging, creative development, media targeting, and campaign optimization. The position identifies high-value talent segments, examines candidate motivations and barriers, maps candidate journeys, and ensures marketing strategies are grounded in reliable research methods and aligned with hiring objectives and applicable compliance requirements. The position does not formally supervise employees, but may facilitate research workstreams, guide deliverable development, and provide direction to internal team members supporting research tasks. The analyst collaborates with Brand Strategy, Creative, Media, and Account Services teams and contributes to campaign planning, creative briefs, client workshops, and strategic presentations.
Requirements
- Bachelor’s degree in Marketing, Market Research, Psychology, Sociology, Data Analytics, Business, Communications, Human Resources, or a related field.
- At least 5 years of experience in market research, audience insights, workforce analytics, talent intelligence, recruitment marketing, or a related field.
- Experience developing audience segments, candidate personas, or research-based audience profiles.
- Experience conducting qualitative and quantitative research involving demographic, behavioral, psychographic, geographic, and occupational data and translating findings into actionable recommendations.
- Proficiency with Microsoft Excel and PowerPoint for analysis, visualization, and presentations.
- Strong analytical, communication, organizational, and project management skills.
- Ability to collaborate across teams and explain insights to technical and nontechnical audiences.
Nice To Haves
- Experience in recruitment marketing, employer branding, talent acquisition, workforce development, or public-sector marketing.
- Familiarity with federal hiring, workforce priorities, or specialized talent populations.
- Experience with labor market, survey, social listening, digital analytics, CRM, or recruitment funnel tools such as Sprout, Salesforce/Yello, BLS, SEMRush, Qualtrics/SurveyMonkey, or Lightcast.
- Experience with data visualization or business intelligence tools such as Power BI or Tableau.
- Knowledge of statistical analysis, audience segmentation, research validation, candidate journey mapping, or competitive talent analysis.
- Understanding of equal employment opportunity principles, privacy, and responsible use of audience data.
Responsibilities
- Conduct qualitative and quantitative research to identify, understand, and prioritize talent audiences for recruitment initiatives.
- Lead the development, refinement, and maintenance of research-based audience personas using demographic, psychographic, behavioral, geographic, occupational, and motivational data.
- Translate audience research into persona frameworks that inform campaign messaging, creative direction, channel selection, and audience engagement strategies.
- Develop audience profiles covering candidate characteristics, career motivations, values, communication preferences, employment barriers, and recruitment decision drivers.
- Create scalable persona templates, segmentation frameworks, and audience intelligence resources for use across client accounts.
- Establish processes to validate and update personas using campaign performance data, candidate feedback, and emerging research.
- Monitor workforce trends, candidate sentiment, and employment preferences that may affect recruitment marketing.
- Collaborate with Brand Strategy, Creative, Media, and Account Services teams to incorporate audience intelligence into integrated recruitment marketing strategies.
- Participate in campaign planning sessions, creative brief development, client workshops, and strategic presentations.
- Analyze marketing performance data to assess audience engagement, candidate response, and progression through awareness and recruitment funnels.
- Develop audience intelligence reports, persona profiles, candidate journey maps, and research presentations for internal and external stakeholders.
- May facilitate research workstreams, guide deliverable development, and provide direction to internal team members supporting research tasks.
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
