Key Questions to Measure Employer Branding KPI

March 3, 20202:06 pm1118 views
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Employer branding is one fruitful avenue for organisations to establish the value they offer employees and to differentiate themselves from competing firms. – Crystal Harold and Kevin Nolan. 

Based on Wonderful Workplaces report, the power of employer branding is gaining pace across multiple sectors as more employers realise the importance of highlighting their company culture and benefits to attract top talents. Almost all (94 percent) candidates would consider an employer’s brand when applying for jobs, while 45 percent of passive job seekers would apply for a job if it was for an amazing brand. 

Unfortunately, among 841 survey respondents, 46 percent cited that employers are not so effective in communicating their employer brand. Frustratingly, commented Jennifer Jackson, senior careers content editor for Wonderful Workplaces, many companies are still continuing to miss out on attracting the right talent, in many cases because they are failing to communicate their values effectively. 

See also: 5 Questions for Designing Employee Experience that Matters

Fortunately, employers can now implement KPI metrics to measure if their employer branding is effective and has targeted the right candidate pools. Richard Mosley, global head of strategy and advisory Universeum, said in his study that when it comes to developing employer branding that matters, employers together with HR team should first and foremost measure brand metrics. The metrics are like a puzzle that needs to be assembled. In assembling this puzzle, Mosley shared these key questions to measure what’s right and what’s wrong in your employer branding strategy. 

Talent market insights 

Maximising the result of your branding strategy, you need to develop and implement a successful strategy. Thus, you should first understand the key factors driving the market, and act to the result accordingly. You should be able to answer the following questions.

  • Who do you need to target to drive performance? – The clue lies in your most critical roles and cultural fit. 
  • What are these key target talent groups looking for? – The talent group of the first answers. 
  • Where are you most likely to find these talents? – For example, qualified scientists for hire are more available in Asia than in Western Europe. 
  • How do you compare with your leading talent competitors? – Determine who your biggest competitor is and gain as much information about them to compete well – or at least to not miss the race when competing for top talents. 
Recruitment to marketing 

This will help you measure the budget you should be investing in your branding strategy. Here are the questions you should answer. 

  • Which channel delivers the highest target reach? – Consider your target talents, where they spend their most time and consider the channel that will get most of their attention. 
  • Which content delivers the highest engagement? – It can be measured through the click-through-rate of your advertisement on each social media. 
  • Where are you most likely to find this talent? – The success of this metric is measured by the degree to which engagement translates into job applications. 

At this point, HR should also measure long-term marketing effectiveness when it comes to quality hires, as the actual tests of quality are retention and performance, which can be difficult to predict in the short-term. 

Breaking the concept of brand reputation 

This might be one of the most critical steps an employer should take. There are a lot to measure such follows: 

  • What percentage of your target audience has heard of your organisation and know what your organisation does? 
  • What percentage of your target audience would consider you as a potential employer? 
  • How strongly are your employee value proposition (EVP) pillars and other desired image associations perceived by your key target audiences? 

This metric can be conducted in a survey of your hired and non-hired candidates. In addition, to preserve the vitality of your brand reputation, you need to be continually strengthening and distinguishing your own offer to ensure it remains differentiated from your leading competitors. Mosley reminded that this will require a broad understanding of your relative standing concerning general image dimensions, such as teamwork, innovation, autonomy, and learning and career progression. 

From brand reputation to brand experience 

In this metric, employers should focus on several points, including candidate experience, onboarding experience, and employment experience. The most important measure of this strategy is advocacy, the preparedness of employees to communicate positively about their employer through social media and to refer good candidates to increasingly become the bedrock of effective social marketing. 

Read also: List of Questions to NOT ASK & to ASK on Your One-on-One Meeting