What is a key function of sentiment analysis in HR branding?

• A. It analyzes only customer reviews.
• B. It analyzes digital text (reviews; social media) to quantify public opinion in real-time and address negative trends.
• C. It ignores public feedback.
• D. It tracks competitor pricing.

Answer: (B)

Sentiment analysis in HR branding is about interpreting digital text to understand how people feel about the employer. It pulls in data from employee reviews, career sites, and social media, turning opinions into measurable signals. This lets HR see public sentiment about the employer in real time, spot negative trends early, and gauge the impact of branding efforts. With quantified sentiment, you can tailor messaging, respond promptly to concerns, and strengthen the employer value proposition to attract and retain talent. The approach is broader than analyzing customer reviews and focuses on public views about the employer, not pricing or other unrelated topics.