Audience Insights Analyst

Responsibilities

• Conduct qualitative and quantitative research to identify, understand, and prioritize talent audiences relevant to recruitment initiatives.
• Lead the development, refinement, and maintenance of research-based audience personas for marketing campaigns, integrating demographic, psychographic, behavioral, geographic, occupational, and motivational data to identify distinct candidate segments.
• Translate audience research into persona frameworks that inform campaign messaging, creative direction, channel selection, and audience engagement strategies.
• Develop detailed audience profiles that capture candidate characteristics, career motivations, values, communication preferences, employment barriers, and recruitment decision drivers.
• Create scalable persona templates, segmentation frameworks, and audience intelligence resources that can be applied across multiple client accounts.
• Establish processes for validating and updating personas using campaign performance data, candidate feedback, and emerging research.
• Monitor changes in workforce trends, candidate sentiment, and employment preferences that may influence recruitment marketing effectiveness.
• 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 to ensure audience insights are incorporated into execution.
• Analyze marketing performance data to assess audience engagement, candidate response, and progression through awareness and recruitment funnels.

Requirements

• Bachelor’s degree in Marketing, Market Research, Psychology, Sociology, Data Analytics, Business, Communications, Human Resources, or a related field.
• 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 – including demographic, behavioral, psychographic, geographic, and occupational data - and translating 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.

Preferred

• 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 (i.e. Sprout, Salesforce/Yello, BLS, SEMRush, Qualtrics/Survey Monkey, Lightcast, etc.)
• 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.