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Leveraging AI for PR Measurement – A Conversation with Indeed

Hotwire Global

Gone are the days when PR measurement meant sifting through stacks of newspapers and magazines for mentions. With AI and advanced data analytics, PR and marketing professionals now have a powerful tool to understand the impact of their communication efforts. Below, we’ve recapped our recent webinar’s conversation between Hotwire’s Matt Oakley, Global Head of Data and Analytics, and Amber Roberts, Senior Manager of Operations at Indeed. The discussion revolves around our collaboration and the role of AI in PR measurement. We’ll explore key questions and answers, providing valuable insights into the complex world of PR measurement in the digital age. 

Challenges in PR Measurement 

Matt Oakley: To kick things off, Amber, can you tell us about your role and the challenges you’ve faced in PR measurement at Indeed? 

Amber Roberts: “Certainly, Matt. My role as a Senior Manager of Operations involves handling a wide range of tasks, including strategic planning, event planning, managing finances, and much more. PR measurement is a significant part of our day-to-day work, and it’s been quite a challenge. We’ve had to navigate the intricacies of measuring PR success, especially given the broad scope of our coverage and various metrics we need to analyze.”

Metrics for Impact   

Matt Oakley: Amber, as you look ahead to the upcoming year, what are the primary metrics and areas of focus for PR measurement at Indeed? 

Amber Roberts: Looking into the future, we’re aiming to simplify our PR measurement process, especially as we’ve faced resource challenges. We’re placing a strong emphasis on competitive analysis, tracking not only our direct competitors but also emerging ones. Additionally, we’re focusing on measuring the impact of key messages and understanding how they resonate in the market. Lastly, we’re seeing a growing interest in how journalists and publications discuss AI and its connection with Indeed.”

How Indeed Uses AI  

Matt Oakley: With AI being a hot topic, can you share how Indeed is currently using AI across its platform? 

Amber Roberts: “Indeed has been using AI technologies like machine learning, natural language processing, and deep learning since its inception. We have AI embedded into our platform to ensure job seekers are matched with the best employers and job descriptions. Additionally, we’ve launched a job description generator powered by OpenAI. AI is deeply ingrained in our system, and our economic research team, Hiring Lab, is continually exploring the impact of AI in the job market.”

The world of PR measurement is evolving, and AI is playing a pivotal role in understanding the impact of communication efforts. Amber Roberts’ insights into Indeed’s approach to PR measurement shed light on the challenges and opportunities in this field. As we navigate the ever-changing landscape of technology as it relates to communications, leveraging AI to streamline and enhance measurement processes is a game-changer. Stay tuned for more exciting developments in the world of data and analytics as Hotwire continues to invest in new solutions to support clients in measurement. If you found this insightful, be sure to check out our other content on data and analytics and/or our other measurement tools to stay ahead of the data curve.