The Audience Insights Analyst is a member of MarCom Group’s Brand Strategy department, specializing in audience research, workforce intelligence, and candidate persona development to support awareness and recruitment marketing initiatives. This role is responsible for collecting, analyzing, and interpreting labor market data, demographic and psychographic research, workforce trends, and candidate behaviors to develop comprehensive, data-driven audience personas that inform recruitment marketing strategies. Working collaboratively with Creative, Media, and Account Services teams, the Audience InsightsAnalyst transforms complex research and workforce data into actionable insights that help clients better understand, attract, and engage priority talent audiences. The position plays a key role in identifying high-value talent segments, understanding candidate motivations and barriers, mapping candidate journeys, and translating audience intelligence into strategic recommendations for messaging, creative development, media targeting, and campaign optimization. The Audience InsightsAnalyst ensures marketing strategies are grounded in meaningful audience understanding, supported by reliable research methodologies, and aligned with hiring objectives and applicable compliance requirements.
MarCom Group Core Values
At MarCom Group, our “Core Four” values guide every interaction — with each other and with our clients:
- Foster Collaboration: We value every voice. We win as one. We proactively seek opportunities to collaborate, reaching across teams and with clients to create solutions together.
- Inspire Possibilities: We imagine more, create boldly, and turn ideas into reality. We stay open-minded, flexible, and creative, always seeking innovative approaches.
- Champion People: We invest in people, and they invest in themselves, so we grow together. We celebrate our team, share wins, and have immense compassion for each other, our clients, and the audiences we serve.
- Lead with Why: We seek to understand, are always curious, and act with intention. We ask “why” to get to the root of challenges and deliver solutions that truly matter
Supervisory Responsibilities
The Audience InsightsAnalyst position does not formally supervise other employees but may facilitate research workstreams, guide deliverable development, and provide direction to internal team members supporting research development tasks.
Duties & 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.
- Develop clear, compelling audience intelligence reports, persona profiles, candidate journey maps, and research presentations for internal and external stakeholders.
Skills & Qualifications
Required
- 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.