Why employer engagement needs to be more targeted and data led

Employer engagement comes up in almost every conversation about skills, growth, and productivity. Everyone agrees it matters. Where it often falls is how it is done.

We still see a lot of engagement activity driven by broad lists, historic contacts, or a need to “get the numbers up”. Lots of emails sent. Lots of meetings booked. Not always much to show for it.

The issue isn’t effort. It’s focus.

The reality on the ground

Most teams we work with are stretched. Employer engagement sits alongside multiple priorities, tight targets, and limited time. In that context, it’s tempting to reach out to as many businesses as possible and hope some of them respond.

But volume-based engagement usually leads to the same problems:

• Low response rates
• Conversations that don’t go anywhere
• Employers who are polite but not really in a position to engage
• Difficulty proving impact beyond activity levels

It can feel busy without being effective.

Why targeting changes everything

Targeted employer engagement starts with a different question. Not “who haven’t we contacted yet?”, but “who should we be working with if we want real outcomes?”

That might mean focusing on employers who are growing, recruiting, investing, or innovating. It might mean businesses aligned to priority sectors or future skills needs. The key point is that not all employers need the same level of engagement at the same time.

When you narrow the focus, conversations improve almost immediately. Employers are more receptive, discussions are more relevant, and partnerships are easier to sustain.

Where data fits in

This is where data becomes practical rather than theoretical.

Used well, data helps you move away from assumptions and gut instinct. It gives you evidence about which businesses are active, which sectors are changing, and where demand is likely to grow.

Instead of relying solely on SIC codes or outdated lists, you can see what businesses are doing now. That insight allows engagement teams to prioritise their time and approach employers with a clear reason for the conversation.

Better conversations, better outcomes

A more targeted, data-led approach doesn’t just improve efficiency. It improves quality.

Engagement becomes about shared need rather than a generic ask. Employers feel understood rather than approached at random. Internally, it becomes easier to explain why certain businesses are prioritised and how engagement activity links back to wider goals.

Over time, this leads to stronger relationships, clearer outcomes, and evidence that stands up to scrutiny.

A more sustainable way forward

Employer engagement doesn’t need more activity. It needs better intent.

In a challenging economic environment, time and resource matter more than ever. Being targeted and data led allows organisations to focus on what really makes a difference, build partnerships that last, and move beyond engagement for engagement’s sake.

That shift, from volume to value, is where real impact sits.

Sajid Mahmud - Technical Growth Consultant, Growth Flag