The new applications have been designed to allow HR managers to identify each employee's preferred combination of company benefits, such as pensions, holidays, and medical insurance. This is done through assessing the overall attraction of various groupings of benefits to staff. In consequence, HR professionals will be able to identify segments of employees where the cost of the package is disproportionate to the perceived benefit. This will then enable organisations to develop tailored packages and give their employees the most benefit for each pound spent.

One further tool, the Employer Equity, will also measure the strength of an organisation's brand and reputation among its potential employees. HR can then use the data to create and implement recruitment campaigns, or use the data to further their understanding and projection of their organisation's brand image. The data for this function can simply be collected via an organisation's career website.

Rory MacNeill, head of ORC International's employee research division, explained "We have drawn on our market research experience and many years of conducting employee research to create these web-based tools which help measure both existing and potential employees' perceptions of an organisation and the benefits it offers. Using these tools will enable HR managers to identify what their staff really want from their employer, and help them make changes that can offer tangible benefits to their organisation."



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